Research On The Influence Of Tourists' Decision-making Behavior Based On Social Media Marketing

The development of social media has provided tourists with a way to obtain information,changed the way people obtain information,and affected the decision-making behavior of tourists.More companies actively use the timely feedback function of social media to grasp consumers' perceptions and needs.On the other hand,the research on social media marketing in the academic world is still in its infancy,and there is a lack of corresponding quantitative research.The study of tourism decision-making has also received more and more attention in recent years.Based on this,this article takes users who use social media and has used social media to browse travel information as the main survey object,explores the main factors that social media marketing has an impact on tourist decision-making,and builds social media marketing and travel with tourists.The impact model of decision-making and in-depth research and discussion.Using literature research,questionnaire surveys and quantitative design methods to analyze the impact of social media marketing on tourism decision-making and its internal connections.First of all,this article has carried out a comprehensive review of social media marketing and consumer decision-making behaviors at home and abroad.Refining existing social media marketing research mainly involves five aspects,namely,research on social media's influence on tourists' behavioral intentions,Improve the quality of tourism services,expand word-of-mouth effects,and strengthen interactive communication through social media.Summarize through literature review the current status and decision-making behaviors of social media use in tourism are mainly affected by three types of factors: the first category is the user acceptance of tourism enterprises,including social media marketing methods and corporate network reputation;the second category is tourism enterprises The maturity and quality of marketing construction of social media platforms;the third category is the psychological needs of tourists,including identification,acceptance and interaction.Secondly,this study is based on three types of influencing factors,and uses the questionnaire design to modify and supplement the influencing factor system,and finally determines the four social media marketing influencing factors of information quality,online word of mouth,information interaction and content marketing,as well as behavioral attitude,Two mediating variables of perceived value,and tourism decision-making as the dependent variable,put forward a model and research hypothesis of the influence of social media marketing on tourist decision-making.Finally,this article uses Spss and Amos statistical analysis software to analyze the 573 valid samples collected,and draws the following main conclusions:(1)Social media marketing has a positive effect on tourists' decision-making mainly due to content marketing;negative What affects is information quality and information interaction;online word-of-mouth does not directly affect tourism decision-making;(2)exogenous latent variables information quality,online word-of-mouth,information interaction and content marketing can all influence tourism decision-making through behavioral attitudes and perceived value,There is an intermediary effect on the behaviors,attitudes and perceived values of tourists;(3)Among the strengths of various variables,for tourism decision-making,content marketing has a greater direct impact on tourism decisions than information quality and information interaction,and behavioral attitudes on tourism Decision impact is stronger than perceived value.For behavioral attitudes,the impact of information quality on behavioral attitudes is stronger than that of content marketing,followed by information interaction and Internet word of mouth.For perceived value,Internet word of mouth has a stronger impact on perceived value than information quality,followed by content marketing and information interaction.Finally,based on the research conclusions,suggestions for social media marketing for tourism companies are put forward.