The Link Between Social Media Engaement,Positive EWOM And Customer Loyalty In The Green Hotel Based On Agritourism

In recent years,the economy of China growing rapidly,which improve the values of people living constantly.As a significant form of tourism is "agritourism" that developing rapidly.The benefits of tourism developing have been increasingly discovered,and the significance of agritourism developing is increasingly recognized.Tourists arrival in the digital age,rise the online channels which influences the tourism industry and its markets affectedly.The communication technologies using,such as smartphones,social networks,and other emerging tools,has changed the way of customers purchasing decisions.Customers can share experiences directly with others through positive E-WOM.Hospitality industry needs to evaluate the influence of online communication channels,such as blogs,forum and rating websites,on their customers' behavior,and subsequently,their overall strategy.Several sources of social media have increasingly played a significant role in hotels marketing.These channels have increased price,promotion evaluations and interaction among customers.Consumers now take advantage of the opportunity to disseminate their feelings and opinions to a huge number of potential consumers online via E-WOM.Consumers express their views in several forms,such as peer ranking or reviews positively.The purpose of this study empirically examines the influence of social media engagement on customer loyalty in the green hotels at Huaihai Economic Zone.It studies the mediating impact of positive E-WOM on the relationship between social media and customer loyalty.This study grounded on the Using Gratified Theory(UGT)to comprehend how social media will attempt and analysis consumer's behavior.A survey questionnaire approach was employed online with a total of 303 responds.Descriptive analysis employed statistical software system SPSS 25,and structural model measurement analyses SEM were executed by using Smart PLS 3.Results showed that both social media engagement and positive E-WOM have a significant influence on customer loyalty.The proposed research model has supported as well as the accompanying hypotheses.The study also found the mediation influence of positive E-WOM on the relationship between social media engagement and customer loyalty.These results indicate that positive E-WOM plays an important role in social media engagement and customer loyalty.The results of this research have a value for academics,hoteliers,and decision-makers.At the end of the study,we put advancing three recommendations,based on the results of empirical research,to increase the green hotels management ways.Hope they could get something useful from this study.The suggestions are as follows: show emotional things,highlight the practical significance,and highlight the advantages.