Research On The Influence Of WeChat Marketing On Consumers' Tourism Decision

With the continuous progress and development of science and technology,the network penetration rate and the use rate of smart phones in our country are getting higher and higher,and the social media application rate of mobile phones is also getting higher and higher.Wechat users have a wide coverage and great influence in the circle of friends,which has changed the traditional public social mode.Wechat marketing has become a new marketing channel to establish customer relationship and manage and maintain customer relationship,with great potential commercial value and good market development prospects.The purpose of this paper is to provide a theoretical basis for the influence of wechat marketing on tourism decision-making,and to find solutions to the problems faced by wechat marketing on tourism decision-making.In addition,specific improvement measures and methods are put forward for wechat marketing of tourism companies.Through consulting the domestic and foreign periodical literature,this paper summarizes the relevant concepts and explanations of wechat marketing,and summarizes the influencing factors and specific measurement division of consumer tourism decision-making.By using the factors of literature induction and analysis,with the help of questionnaire in a certain research group,and through empirical research to analyze the questionnaire.The research results are as follows:1.The content quality of wechat marketing,the credibility of wechat marketers,the timeliness of wechat marketing,the number of wechat marketing and the tourism decision-making of consumers are all significantly positively correlated.Gender,age,monthly income and Internet age have no significant correlation with consumers' tourism decision-making.2.Wechat marketers' credibility,the number of wechat marketing and the content quality of wechat marketing have a significant positive impact on consumers' tourism decision-making.The timeliness of wechatmarketing has no significant impact on consumers' tourism decision-making.Based on the above results,the following conclusions and suggestions are drawn:1.The higher the credibility of wechat marketers,the greater the impact on consumers' tourism decision-making.It is suggested to strengthen the supervision of wechat platform and improve the credibility of wechat tourism marketing subject.Establish and improve the supervision and inspection management mechanism of WeChat official account of tourism enterprises.2.To some extent,the number of wechat marketing affects consumers' tourism decision-making.It is suggested to strengthen the promotion of wechat tourism marketing and increase the participation of consumers.Through the organic combination of offline promotion and online service,the scale of tourism products is put into practice;the incentive mechanism is established to encourage consumers to share and spread the preferential information of tourism products in the circle of friends.3.To some extent,the content quality of wechat marketing affects consumers' tourism decision-making.It is suggested to improve the quality of wechat marketing content and improve consumer satisfaction.Optimize online tourism products and services,adopt different marketing models according to different consumers,strengthen the cultivation of wechat marketing talents,and establish a complete after-sales service system.