Research On The Impact Of Online Rumors On The Tourists Behavior Intention

With the approach success of building a moderately prosperous society in all respects,people's living standards have been constantly improved,and travel has become a popular and beneficial recreation activity.With the continuous development of information technology and tourism,the Internet has become the main channel for people to receive tourism information.Although the online travel is hot,it isn't immune to consumer complaints.The Internet provides convenience for tourism marketing and propaganda,but it is difficult to avoid the obstacles of Internet rumors to the tourism industry.The essence of internet rumor spreading is the changing process of belief,which having direct impact on the behavior intention of Tourists by mouth to mouth from different level,making image of the tourist destination seriously discounted,and virtually bringing shock and instability for the local government and tourism enterprises.This study is based on the attitude theory of cognition--emotion-behavior,taking the online rumor that tourists from Jiangxi province were beaten up by cars during their self-drive trip to Shiniuzhai scenic spot as the background.Firstly,it constructs a conceptual model of the variables such as the image of tourism destination,the tourists' emotion,the tourists' behavioral intention and so on.Secondly,through the experimental research method of scenario simulation,the research tests the change of tourists' emotion and tourists' behavioral intention,and studies the influence of government intervention on tourists' behavioral intention from the perspective of adjusting the trust degree of internet rumors.In this study,factor analysis,difference analysis,regression analysis,structural equation model and Bootstrap were used to analyze and verify the hypothesis,coming to the following conclusions.Firstly,there is a significant positive correlation between tourist destination image and tourists' positive emotions,and a significant negative correlation between tourist destination image and tourists' negative emotions.Secondly,there is a significant positive correlation between tourists' positive emotion and their behavioral intention,and a significant negative correlation between tourists' negative emotion and their behavioral intention.Thirdly,there is a significant positive correlation between the image of tourist destination and tourists' behavioral intention.Fourthly,tourists' emotion plays an intermediary role between the image of tourism destination and tourists' behavioral intention.Fifth,the degree of trust of Internet rumors plays a moderating rolebetween the image of tourism destination and tourists' emotion and the image of tourism destination and tourists' behavioral intention.Sixth,rumors of government intervention have a significant and positive effect on tourists' behavioral intention.Based on the above experimental conclusions,this study puts forward the following countermeasures and Suggestions.Government should promptly refute the rumors and guide public opinion effectively.The enterprise should practice strong internal work,and establish the brand image effectively.Tourists should distinguish between true and false,cultivating rational netizen effectively.