Research On The Impact Of WeChat Word-of-mouth On The Destination Decision Of Tourists

Since the opening of China's Internet age,it has reached a leap number of the internet citizens.More and more Internet users using smart phones to access the Internet.Internet technology satisfies people's timeliness demand of tourism information.More than 70%of people said that tourism trips depends on smart phones,so that the travel mobile apps have emerged at the right time.But due to the fierce intratype competition and the limited energy of users,etc.The development of travel mobile apps has encountered bottlenecks.Users need a frequently-used and rich content APP which can meet all aspects of users' applications.such as,social,office,travel,and so on.In this circumstance,WeChat has become increasingly important to tourists.Since the launch of WeChat,its number of active users has been increasing day by day.WeChat is no longer just a social chat APP.Without doubt,Its influence on tourists' travel decisions cannot be underestimated.Therefore,the influence of WeChat's reputation on the decision-making of tourists' destinations is worth pondering and exploring.WeChat word-of-mouth is one of the forms of online word-of-mouth.This study defines the concept of WeChat word-of-mouth for travel destinations.It uses the theory of communication and consumer behavior as the basis,and introduces perceived usefulness as a mediator variable.Through the literature research method and Delphi's expert method,an index system for the influence of WeChat word-of-mouth on the tourists' destinations was constructed.Field questionnaires and online questionnaires were used as data sources for the research.Then use SPSS24.0 statistical analysis software for demographic analysis,descriptive analysis and correlation analysis.It construct the structural equation model of WeChat word-of-mouth and tourism decision-making,and use AMOS22.0 statistical analysis software to analyze the structural equation model analysis and path analysis.Finally,it explore how the degree of each dimension of WeChat's word-of-mouth affects the destination decisions of tourists.The results show that the professionalism and the authority of the WeChat word-of-mouth information sender,the interest of the information content,the homogeneity and the interactivity between the senders and the receivers,each of them has a significant positive impact on the destination decision of the tourists.The influence strengths are the homogeneity of the relationship,the interaction of the relationship,the professionalism of the sender,the interest of the content,and the authority of the sender.Their path coefficients were 0.462,0.441,0.427,0.327,and 0.236,respectively.The professionalism of the receivers of WeChat word-of-mouth information has a significant negative impact on the destination decision of tourists,with a path coefficient of 0.128.Based on the findings of the research,the study proposes corresponding countermeasures and suggestions,such as focusing on tourists' demands,enhancing interaction with fans,demonstrating professionalism,and strengthening interest.