A Study On The Influence Of Tourist Attractions' Wechat Office Accounts

As a cross-platform communication tool,WeChat has changed the lifestyle of modern human beings.The WeChat official account is an application account set up on the WeChat platform,developers and businesses can apply for it.Use the WeChat official accounts,managers can send words,pictures,video to users,and then carry out interactive activities.Under the rapid development of the WeChat official account,the scope of traditional marketing has been completely broken through and the shackles of offline marketing have been broken.A new online and offline marketing method has been formedThis article firstly collated the literature review of the concepts in the study,and then sorted the existing researches.This article combs the literature from the information technology acceptance model,the self brand connection theory,the tourism decision,the WeChat and the WeChat official accounts.Based on the existing research and anlysis the characteristics of WeChat official accounts.Establishing initial factors affect the decision making behavior of WeChat establish in scenic area,and then constructs the research model,puts forward the corresponding research hypotheses.I try to find the scenic management staff,WeChat tourism public operations experts,tourism management research experts and scholars,using the Delphi Method,determine the perceived ease of use,interactive experience,information quality,perceived benefits,transaction risk,five major influencing factors,and to determine the research scale.The scale provides a scientific questionnaire for the study of later questionnaire.After the literature review and the construction of the theory,this study takes the 5A scenic spots of Hainan as a case study area.Firstly,using the WCI index to elaborate the rationality of choosing the case.The empirical analysis of this study is through collecting questionnaires,combining online and offline modes,focusing and reading the public figures of WeChat users as the object of investigation,collecting a lot of empirical data.Using SPSS to analysis the collected data,including descriptive statistical analysis,reliability and validity analysis,analysis of variance,factor analysis and correlation analysis were carried out.Through factor analysis,the main 23 questionnaire items retained,perceived benefits of delete,retain the perceived ease of use,interactive experience,information quality,transaction risk of four factors.AMOS is used to modify the model of validation hypothesis.From the results of empirical analysis,combined with the characteristics of WeChat marketing,put forward opinions on the area of WeChat public official accounts operations:1.Focusing on user needs and easing operation;2.Improving the quality of information and considering the Wechat official accounts as products;3.Rational using the resources,expand-ing marketing channels;4.Pushing out cost-effective products,paying attention to payment security guidance advices;5.Optimize the design of WeChat and improve the degree of ease of use.