Research On The Influence Of WeChat Friends Circle Information Sharing On Audience’s Travel Intention

Mobile social media has made great progress today so that the number of mobile social users is growing rapidly.People often like to upload their travel information to social media during the tour so everyone has become the maker or communicator of tourist information.Mobile social media has brought about a revolution in information dissemination,which has caused a change in the tourism marketing model and affects the behavior and will of tourists in many ways.Social media marketing has gradually become an important part of the travel destination marketing system.At present,WeChat has become the most popular and influential social network platform in China,and most users like to "expose" their life in the circle of friends,while WeChat users are mostly acquaintances such as relatives,friends,classmates,etc.This special relationship makes the information released bXy the circle of friends more influence than the previous social media.Therefore,under this special network connection,it is of great significance to study the behavioral state and psychological state of users during the use of WeChat to the trust of the travel information published by friends.This article takes WeChat and friends circle users as the research object,and explores the special network connection relationship between WeChat users in the process of WeChat use.the impact of the personal travel information released by friends in the circle of friends on the trust of other friends and the future tourism intention.Combining the technology acceptance model,the telepresence theory,the trust theory and the tourism intention theory,the sense of presence is chosen as the mediator varnable in the research model,and the research hypothesis is proposed.Using SPSS20.0 and AMOS20.0 software to analyze and verify the data collected by the questionnaire,and draw the main research conclusions:Perceived usability,perceived usefulness,and perceived entertainment are positively correlated with user indulging behavior;Emotional social presence and cognitive social presence have a significant intermediary role between users’ indulging behaviors and friends’ content trust;the friends’ content trust has a significant positive impact on the future travel intention of friends.Finally,based on the conclusions drawn from the empirical analysis,combined with the current development of the environment,relevant recommendations are given from social media operators and tourism management organizations:Social media operators should pay attention to self-construction and enhance the user experience;the tourist destination should strengthen its own construction and establish a good destination image;media operators and tourist destinations must work together to actively integrate into the era of big data.