The Influence Of Weibo Opinion Leaders On Tourists' Destination Decision

Nowadays,the Internet technology achieved a rapid development,the micro-blog users are increasing,and the micro-blog gradually becomes an important channel of the travel information transmission.At the same time,the development of the micro-blog has also led to a large number of tourist-like microblogging service leaders,which in the form of sharing or recommendation,release the relevant information of the tourism destination,thus having an important influence on the decision-making behavior of the tourism consumers.What is the characteristic of the opinion leader of the tourism microblogging service,how does he/ she affect the tourism decision-making and how the degree of influence still needs to be further explored.Therefore,based on the previous research,the research goal of this paper is to construct the relationship model between Weibo opinion leader and tourist destination decision and verify it with empirical research.Using the root theory to determine the relevant categories of the influence of Weibo opinion leaders on tourists' destination decision-making,and using the category to design questionnaires,it is the main task of this paper to clarify the influence relationship and degree between Weibo opinion leaders and tourists' destination decision-making.This research takes Weibo as an example to study the influence of Weibo opinion leaders on tourists' destination decision-making,which is the enrichment of consumer behavior research in the new media environment,hope to enrich the theoretical research results of opinion leaders and tourists' decision-making,and provide suggestions for tourism destination related enterprises to effectively use Weibo opinion leaders to launch marketing strategies.The study combs the relevant literature such as Weibo opinion leader,tourism decision making,designs the interview outline based on the literature combing,and analyzes 28 interview materials by using the research method of rooted theory,in order to determine the relevant categories of the influence of Weibo opinion leader on tourist destination decision,and put forward the research hypothesis and theoreticalmodel accordingly.Then,on the basis of previous studies and combined with the actual situation of this paper,we define the variables,design the measurement scale and form the initial questionnaire,and conduct small-scale interviews and pre-surveys on the initial questionnaire.A total of 273 valid samples were obtained,and the SPSS22.0 were used for descriptive statistical analysis,reliability analysis and validity analysis.After the reliability and validity test,the data used AMOS 22.0 to carry out confirmatory factor analysis,path analysis and intermediary effect analysis in order to clarify the influence relationship and degree between Weibo opinion leader and tourist destination decision.The results show that:(1)the theoretical model proposed in this study can explain the influence of Weibo opinion leaders on tourists' destination decision-making.Among them,a total of 27 hypotheses are proposed,and 24 hypotheses have been effectively verified.It shows that in the field of tourism,Weibo opinion leaders also play an important role in propaganda and marketing,which will have an impact on tourists' decision-making behavior;(2)the degree of influence of various variables on tourists' destination decision-making is different,information quality,interactivity,information presentation form belong to strong influence factor,path coefficient is above 0.5;attraction,information timeliness belong to weak influence factor,path system.The number is below 0.5;(3)Weibo opinion leaders' influence on tourists' destination decision-making is weakened in turn.Fame,homogeneity and the information professionalism of Weibo opinion leaders recommend information need to have an impact on tourists' destination decision through the intermediary role of perceived value.(4)the functional value and emotional value of the two dimensions of perceived value will also have a direct positive impact on tourists' destination decision-making,and the influence of functional value is greater than that of emotional value;(5)The analysis of intermediary effect shows that the perceived value of tourists is an important intermediary variable for Weibo opinion leaders to influence tourists' destination decisions.Among them,the functional value and emotional value of perceived value play a full intermediary role in the well-known,homogeneous and professional aspects of recommendation information of Weibo opinion leaders,while they play apart of intermediary role in attraction,interactivity,information quality,information timeliness,information presentation form and so on.Combining with the research conclusion,the paper puts forward some suggestions,such as attaching importance to Weibo opinion leaders' influence and propaganda function,effectively identifying Weibo opinion leaders,giving full play to their commercial value and improving the level of perceived value of tourists.