The Influence Of Social Media Marketing In Rural Tourism Destinations On The Decision-making Of Self-help Tourists

In recent years,China's rural tourism has developed vigorously,and has become an important path and direction of the current rural revitalization and development.In the rural tourism market,the market share of self-service tourism is increasing year by year.In the age of information technology,how to effectively use social media to promote rural tourism and build rural tourism brand has become an important factor affecting the sustainable development of rural tourism.In the research field related to rural tourism at home and abroad,rural tourism marketing research has not yet formed a complete system,rural tourism social media marketing research is relatively scarce,rural tourism in China's sustainable development needs theoretical support.In this study,Lujia village in anji county,zhejiang province and Emerald village in huangshan district,anhui province were selected as typical cases of rural tourism in different stages of development.The scale was developed through literature analysis,network text analysis,semi-structured interview,pre-survey and revision and other processes,and the survey was conducted in lujia village and emerald village.Use SPSS22.0 and AMOS23.0 software is used to large sample data from the data analysis and processing,research and adopted factor analysis,independent sample T test,single factor analysis of variance and structural equation model analysis method,in order to sample structure analysis,data quality analysis,social media marketing of tourists perception model analysis,the intensity of perception and difference of social media marketing analysis,validation and comparison and analysis of the model to construct the rural tourist destination since the media marketing measurement model,to explore the media marketing tours to the relationship between the decision-making behavior of tourists,compare the impact of different development stages.Some meaningful research conclusions are obtained as follows:(1)The measurement model of tourists' perception of social media marketing in rural tourism destinations includes five dimensions,namely,information quality,marketing utility,pleasure perception,information interaction and likability perception.The distribution of tourists' perceived intensity in the five dimensions from high to low is pleasure perception,likability perception,information quality,marketing utility and information interaction.The tourism perception of social media marketing of lujia village and emerald village is the highest in the dimension of pleasure perception and the lowest in the dimension of information interaction.In the dimension of information quality,lujia village is far higher than emerald village.In the dimension of likability perception and marketing utility,emerald village is higher than lujia village.(2)Cross media marketing self-help tourists overall perception of social media marketing in the age and gender career average monthly income of significant differences in demographic characteristics in weibo use WeChat use time travel will refer to push with your travel plans exist significant difference frequency behavior such as features,and does not exist no significant differences on other characteristics.There are significant differences in social media marketing perception between lujia village and emerald village in age,occupation,monthly average income and other demographic characteristics,as well as in WeChat use time,recommendation intention and other behavioral characteristics,but no significant differences in other tourist characteristics.(3)In social media marketing for travel decisions affect the overall concept of the model,social media marketing awareness on the five dimensions of information quality,marketing utility,pleasure perception,information interaction and so on,four dimensions have a positive significant influence on self-help travel decisions,the impact strength from big to small in turn is: information quality,information interaction,likability perception,marketing utility.The five dimensions of social media marketing have positive significance on perceived value.Perceived value has a significant influence on self-service tourism decision-making.(4)The two dimensions of pleasure perception and information interaction in social media marketing of lujia village and emerald village have significant influence on tourism decision-making.The two dimensions of marketing utility and information interaction have significant influence on perceived value,and perceived value hassignificant influence on tourism decision-making.(5)Based on the above research conclusions,it is proposed to improve the quality of information and meet different preferences.Innovate marketing methods and build a professional team;Focus on pleasure experience,improve the tourist experience;Strengthen information interaction and integrate online and offline marketing;Countermeasures and Suggestions for the construction of social media marketing in rural tourism destinations at different development stages,such as building a people-friendly atmosphere and establishing emotional connections.Theoretically expand this study enriched the research in the field of rural tourism,geography related content,expand the rural geography and tourism geography research perspective with case study,and expands the social media marketing case of academic research,and promote the rich social media marketing in rural tourism destination research achievements and application of research,and practice for our country's rural tourism sustainable development and construction of destination to the implementation of social media marketing provides certain theoretical guidance and practical reference guide.