The Impact Of EWOM On Tourist Destination Selection

In the context of the Internet era,it is increasingly common for tourists to make travel decisions and rely on the network reputation information of tourist destinations on the network platform.EWOM has become an important supplement and improvement of traditional marketing promotion combination.The traditional promotion stimulates the customer interest demand to realize the purchase growth,and directly promotes the sales performance enhancement.As the basis for the future investment judgment of customers,EWOM indirectly generates positive and negative uncertainty for sales performance.This research on psychological contract,EWOM and review,the studies on tourism destination choice find EWOM research many positive and negative attitudes affect the purchase intention from word of mouth,there is little research to EWOM as information sources,based on the customer's social cognitive judgment,explains the differences effect.This paper between the services provided by the tourists and tourist destination "has not been written" on the basis of psychological contract,the psychological contract as EWOM readers judgment,and put forward the EWOM information by psychological contract intermediary role influence tourist destination choice research hypothesis.After that,the questionnaire was determined by questionnaire design,preliminary questionnaire survey and other methods,and 284 valid questionnaires were recovered successively for regression analysis,mediation effect test and structural equation model verification.Finally,it is concluded that the quality of online word-of-mouth and the credibility of the source of online word-of mouth influence the destination selection of word-of mouth recipients through some mediating role of psychological contract of tourists.The effect of the quality of EWOM on the formation of psychological contract of transaction is slightly higher than that of relational network word of mouth.The influence of the credibility of EWOM source on relational psychological contract is greater than that on transactional psychological contract.The innovation of this study is to use the network word of mouth as the information source,proving that psychological contract plays a direct or indirect role in the choice of destination of the network word of mouth receiver.Psychological contract intermediary role,not only enriched the Internet word of mouth influence tourist destination choice will influence mechanism research,and explains the EWOM indirect influence on the positive and negative mechanism research,and explains the EWOM indirect influence on the positive and negative attitude.The purpose of this study is to raise the awareness of EWOM and psychological contract.On the one hand,it is required to strengthen the supervision and correct guidance of the management department,and to timely communicate and solve the negative network reputation of the tourism destination.On the other hand,in the interaction of social network platforms,the focus and dynamic changes of tourists' psychological contract are explored to promote the upgrading and development of tourism industry.The research provides useful guidance for tourism destination promotion and development and marketing strategy formulation.