Information Adoption About Social Media User-Generated-Content By Tourist-

Before the appearance of social media,tourists mainly obtained information about tourist destinations or tourism products through official tourism channels.The emergence and rapid development of social media has changed the way people obtain information.Tourists are not playing the role of accepting tourism information passively.The increasingly rich functions of social media enable tourists to share their travel experiences on social media.In the process,tourists also become information communicators and creators.The original information in the form of text,pictures,videos,etc.posted by tourists on social media is User Generated Content(UGC).While creating these user-generated content,social media users are also searching for travel original information from a large number of other visitors.According to the research of many domestic and foreign scholars,these user-generated content has become the main source of information for a large number of tourists' tourism decisions.UGC of social media influences the decision of selecting tourism suppliers or destinations for tourists.From this perspective,information adoption is an important prerequisite for tourists to make tourism decisions.Domestic research on user-generated content is mostly based on the information adoption model.These studies mostly study information adoption from the perspective of information itself,however,research lacks the substance of the influence from social factors.Social media is built on the desire of people to communicate with others and creating new types of relationships.Therefore,an in-depth understanding that social capital in social media UGC affects the willingness of tourists to adopt information is very significant for tourism companies.In this article,we understand virtual social capital as the interpersonal relationships or resources accumulated by tourists when they are using social media.According to Nahapiet's research about social capital,virtual social capital is divided three dimensions:structural capital,cognitive capital and relational capital.Considering the characteristics of social media,this paper selects the strength of online association in structural capital,the homology in cognitive capital,the reciprocity in relational capital as the main variables,which is based on the planning behavior theory and information adoption model.And using information as a dependent variable,using perceived usefulness and trust as mediators,a model of tourist acceptance of social media UGC information is constructed.In the literatures about virtual social capital,most of them study the three dimensions of virtual social capital as independent variables,only few documents involve the correlation study of one or two variables.Therefore,based on the previous research on virtual social capital,this paper refines the relationship between online association strength,homology,and reciprocity variables.Through empirical research,the thesis finds that the intensity of online association has no influence on the willingness of tourists to adopt information;homosexuality and reciprocity have a significant impact on the adoption of information,and the direct influence of homosexuality on information adoption is greater;homosexuality and reciprocity can have a significant impact on the willingness to adopt information through the mediating role of perceived usefulness and perceived trust.Based on the conclusions of these empirical studies,this thesis proposes some practical suggestions for the information dissemination and management of tourism enterprises.