Study On The Influence Of Internet Word-of-Mouth On The Choice Of Similar Destinations

With the development of tourism and the development of Internet Web2.0,the Internet has become an important source of information for tourists.Various types of online travel platforms provide tourists with a great deal of tourist information.Among them,the impact of Internet word-of-mouth on tourists' decision-making is particularly significant.Internet word-of-mouth often has rich content and forms that can effectively stimulate tourism demand.At the same time,tourists also tend to believe in online word-of-mouth and believe that it is more reliable than information provided by service providers such as travel agencies.Based on this background,this paper studies the impact of Internet word-of-mouth on the choice of similar tourist destinations.Similar tourist destinations often have similar natural environments and cultural landscapes,and are most easily compared by people.With limited time and cost,Internet word-of-mouth encourages travelers to make decisions as soon as possible.This paper selects Qingdao and Dalian as the research objects and builds a model of the impact of Internet word-of-mouth on the number of domestic tourists and income of similar tourist destinations.It empirically analyzes the number of Baidu searches,the number of travels,the number of practical questions and answers,the amount of passenger traffic,and the number of star-rated hotels.The number of six-level scenic spots affected the number of tourists and income in Qingdao and Dalian,and analyzed the correlation coefficients.Finally,this paper also provides recommendations for Internet word-of-mouth operators and destinations.The findings of this paper are as follows:(1)In terms of the impact of online word of mouth on the number of domestic tourists:Baidu search quantity is a dimension variable of online word-of-mouth,and Baidu search quantity has a significant effect on the number of domestic tourists in Qingdao,but it has no significant effect on the number of tourists in Dalian;the number of travel notes is The quality of online word-of-mouth variables and the number of travels have a significant impact on the number of tourists in Qingdao and Dalian.This may seem different from common sense,but it also shows that the current Internet users are more vulnerable to heat,but they ignore the quality of Internet word of mouth.The number of practical question and answer is the quantity dimension variable and the attitude dimension variable of the Internet word of mouth,because only those who are willing to share their own travel experience will answer questionsin the question and answer area.The correlation between the number of practical questions and answers and the number of domestic tourists in Qingdao is less than that in Dalian.Each additional practical question and answer will help the number of tourists in Dalian to increase by 0.251 million and that of Qingdao to increase by 0.108 million.This shows that the number of tourists in Dalian is more susceptible to practical questions than Qingdao,and it is more closely related to online word-of-mouth.(2)In terms of the impact of online word-of-mouth on domestic tourism revenue: The results are similar to the number of domestic tourists.Each additional Baidu search will help improve tourism revenue in Qingdao by RMB 0.15 billion,which will have no significant impact on Dalian.The number of practical Q&As on the impact of domestic tourism revenue is still significant.Each additional practical question and answer will drive the domestic tourism revenue in Qingdao to increase by 0.0175 billion yuan,which will drive Dalian's domestic tourism revenue to increase by 0.026 billion yuan.Compared to Qingdao,Dalian's domestic tourism revenue is more sensitive to online word-of-mouth.(3)The impact of traffic on the tourism status of the two places is not significant,but the accommodation conditions have an effect on the tourism situation in Qingdao and have an inhibitory effect on Dalian.The quality and quantity of scenic spots have a positive effect on the number of tourists and the income of Qingdao and Dalian.The correlation coefficient to Qingdao is greater than Dalian.For Internet word-of-mouth operators,strengthening the quality of Internet word-of-mouth and improving the evaluation system of Internet word-of-mouth publishers are all ways to improve their influence in the future;for tourism destinations,rationally use of Internet word-of-mouth,strengthen cooperation with Internet word-of-mouth operators,and find your own uniqueness and competitive advantage are effective measures for the development of local tourism in the future.