A Study On The Characteristics Of Tourism Behavior And The Influencing Factors Of Tourism Decision-making Under The Background Of Internet

In recent years,the Internet has become an important channel for tourists to obtain tourism information and is gradually changing their consumption habits.Nowadays,the scale of colleges and universities is expanding,and the number of college students is on the rise.Compared with other tourism groups,college students have gradually become an important tourism market segment in China,occupying a large share in the tourist market.This paper through the literature research of Internet tourism information,college students travel behavior,tourism decision-making,college students under the background of tourism,the Internet consumer travel decisions,the application of structural equation model to study,the mediation effect testing method which part of the related research progress at home and abroad and the theoretical basis of paper,on the basis of this empirical study.In order to understand the characteristics of college students’ tourism behavi or and the influencing factors of their tourism decision-making under the background of Internet,this paper designed a questionnaire on the influence of Internet tourism information on college students’ tourism decision-making in Shen Zhen.The questionnaire designed 25 questions from three aspects: "basic personal information","tourists’ Internet tourism information use behavior","Internet information search degree and personal perception’s influence on tourism decision".This paper adopts two ways of questionnaire survey,one is to use QQ and E-mail to send questionnaires to college students in Shen Zhen city,the other is to use the way of questionnairestar,namely through the professional questionnaire website to collect mutual data.This paper takes Shen Zhen university students as the research group,explores the characteristics of university students’ tourism behavior and the influencing factors of tourism decision-making under the background of Internet,so as to provide useful reference for the government,enterprises and universities to guide university students’ travel,tourism market development and tourism marketing strategies.The author attempts to explain the research on the characteristics of college students’ tourism behavior and the influencing factors of tourism decision making by consulting literature,summarizing and quantitative analysis.The main research contents include the following two points:(1)analysis of college students’ tourism behavior characteristics under the background of InternetIn order to be able to make tourism enterprises more accurate to understand the demand of the college students travel market segment,the author of different gender,professional,grade and the amount of consumption for detailed analysis has been done for the university students’ tourist behavior characteristics,and from the perspective of Internet content attention,study the different kinds of tourism information on college students.In the end,it is concluded that the proportion of girls who choose natural scenery for traveling is larger,while boys prefer entertainment and adventure.The students majoring in literature and history choose more local conditions and customs,while the students majoring in art tend to go to historical sites.Development motivation and relaxation motivation are the main motivations for college students to travel.Sophomore and senior students travel more than other grades;Finally,according to the results of mean value a nd standard deviation,it can be seen that travel cost and tour route are the cont ents that college students pay more attention to in Internet tourism information.(2)research on the influencing factors of college students’ tourism decisionmaking under the background of InternetFirst,the i-bre-d theoretical model(Internet information search effort-perceived benefits,risks and environment-tourism decision)was constructed,and then the hypothesis was proposed.Secondly,with the help of AMOS24.0 structural equation software,and the use of verification factor to carry out detailed analysis,establish the corresponding model.Then,the model has good reliability and validity,and the structural equation model has good goodness of fit.The hypothesis of the first part can be verified according to the standardized coefficient roadmap.Then,the mediation test was carried out by Bootstrap method to verify the mediating effect of individual perception(perceived benefit,perceived risk and perceived environment),and the hypothesis of the second part is true.Finally,it is concluded that the degree of Internet information collection has an obvious effect on the deepening of perceived environment.The increase of perceived income has a positive impact on tourism decision making.The mediating effect of perceive d benefits is obvious.At the end of the paper,the author makes a comprehensive analysis of the characteristics and empirical research of the two parts,and puts forward some Suggestions for the development of college students’ tourism market and tourism product development strategies by combining the actual situation of the tourism market.The strategies for college students’ tourism market development include: the government launches preferential policies for college students;Colleges and universities should correctly guide and educate college students to establish a correctview of tourism.Strengthen the supervision of information market to ensure the authenticity and authority of information.The strategies for the development of college students’ tourism products include: "tailored" tourism products;Set product prices for college students;Strengthen product innovation and enrich product content;Invite and encourage tourists to share their tourism experience and "share" their tourism experience;Attach importance to the development of mobile tourism website and application software.Through a series of analysis and research,the author aims to expand and enrich the tourism market for college students.While the government and tourism enterprises continue to improve themselves,they will also stimulate the diversified development of tourism,so that college students can make tourism decisions more efficiently,conveniently and happily.In the future market,the "personalized" tourism service industry will gradually emerge to replace the traditional "following group" tourism.College students are the important groups that have experienced the change of this industry.Therefore,this paper has certain reference value for the development of the tourism industry.