Research On The Influence Of Tourism Enterprise Weibo Marketing On Family Tourism Decision

According to the 41 st report on the development of the Internet in China,the data on tourism microblogs shows that the number of travel microblogs reached 1.53 billion times(data as of December 2017),and the search volume of travel microblogs has reached 14.2 billion,96% of users who consume content on social media via mobile clients.Stimulated by such a large number of users,tourism companies have registered official Weibo on the major Weibo platforms to promote corporate culture,brand promotion,marketing tourism products or services,and to gather more users.Expand the market and gain a competitive advantage.After combing the literature,the current research on tourism microblog marketing can be seen that the microblog marketing for tourist attractions is mainly focused on case studies,and the targeted tourism market has not been subdivided.Therefore,this study explores the tourism marketing of tourism enterprises(this study mainly focuses on tourist attractions).The marketing of micro-blog marketing to family tourism decision-making has become very important for tourism scenic spots to provide a certain theoretical basis for micro-blog marketing of the family tourism market.This study mainly selects family tourists who pay attention to or use the micro-blog of tourism enterprises as the research object.Using structural equation analysis method to explore the path of micro-blog marketing of tourism enterprises affecting family tourism decision-making,applying technology acceptance model and perceptual value theory,The conceptual model of the study draws on the current research and extracts six independent variables of attraction intensity,interaction,subjective knowledge,involvement and perceived value of the microblog marketing information of tourism enterprises,using the 5-point Likert scale to The variables were measured,and 10 research hypotheses were put forward.The online questionnaires were used to collect and sample the data in the field.The empirical analysis of the influence of the independent variables on the decision-making of the dependent variables made it possible that the independent variables were positively affected by the dependent variables.That is to say,the more attractive the marketing information of tourism enterprises,the greater the expectation of family tourism,the frequent occurrence of microblog interaction in tourism enterprises,and the high trust attitude and family for the marketing information of tourism enterprises.The higher the degree of involvement of tourists in tourism,the greater the impact on family tourism decision-making.Big.Through the above analysis and discussion,this study proposes relevant management suggestions as follows:(1)to improve the interest of microblog marketing information;(2)to strengthen fan interaction with family tourists;(3)to establish corporate brand image to win trust;(4)Provide rich online services to enrich cognition;(5)Tightening the characteristics of the target to mobilize the involvement;(6)Enhance the content interest to stimulate user perception,and summarize the shortcomings and research prospects at the end of the paper..