| Since the reform and opening up,China's tourism industry has continuously improved its industrial status and has become a strategic pillar industry of the national economy.With the advancement of network information technology,"nternet+"and "Tourism+" have become new models for the economic development of local tourism industries.In the era of information explosion,how to obtain more,more accurate,and more timely information is particularly important for the development of tourism companies and destination operations.How to promote the self-image of tourism destination marketers in the increasingly fierce competition in the real and virtual environment is a huge challenge for tourism marketers.In the 21st century,social media has become the main way for people to spread information.For example,the emergence of social media such as Facebook,Twitter,Weibo,and WeChat has not only changed the way people spread information,but even affected people's lifestyles.Is information dissemination different in a virtual society environment?Does the acquaintance still have a high degree of trust,and is the information effect of the relationship recommendation of the acquaintance necessarily less effective than that of the acquaintance recommendation?What kind of relationship does the relationship type have with information credibility and information promotion?In order to explore these issues,this study attempts to use theoretical WeChat circle of friends as an empirical research object through theoretical construction and empirical tests to explore the feelings of different types of relationship individuals on destination image promotion in a virtual network environment,and how the types of information sources are transmitted through social media Trust acts on the image of the destination.In order to deeply study the influence mechanism of information sources,this paper,based on existing theories,divides tourism promotion information in WeChat circle of friends into four categories,including business interpersonal information,business non-human information,non-commercial interpersonal information and non-commercial non-interpersonal information,and gives corresponding conceptual definitions.This paper constructs a function model of information source type and destination image,taking information source type as the independent variable,destination image as the dependent variable,and social media trust as the intermediary variable.Model based on the research and literature review,this paper puts forward research hypothesis,using the data from the questionnaire survey for research based on the data of confirmatory factor analysis and structural equation model test to verify the hypothesis,in order to investigate the influence mechanism of information source type of destination image and the function of the network relationship of trust.The basic conclusions of the study are as follows:(1)Non-commercial interpersonal information significantly affects the emotional image of the destination.Compared with commercial interpersonal information,non-commercial information can arouse the positive emotions of tourists and make tourists have a positive emotional image of the destination.(2)The impact of business interpersonal information on destination cognitive image is not significant.In general,commercial interpersonal information is more specialized than non-commercial information,and can help tourists better understand the destination.However,in the network environment,business interpersonal information obviously cannot play its role well.(3)The impact of commercial non-personal information on destination image is significantly negatively correlated.Strangers or unfamiliar organizations,commercial information posted or pushed in the WeChat circle of friends,cannot have a positive impact on the destination image,or even a negative impact.(4)Non-commercial and non-personal information significantly affects the destination image.Public welfare travel information released by WeChat circle of friends or non-commercial destination information pushed by marketing organizations has a positive effect on the overall destination image,cognitive image,and emotional image.(5)Social media trust has an intermediary effect in the relationship between information source credibility and destination image.The results of this research have certain theoretical value and practical significance.In theory:(1)This study builds a model of the relationship between information source types,social media trust,and destination image,which enriches the model basis for tourism destination research.(2)This paper defines the internal relationship between relationship types and information source types,explains that different relationship types are responsible for the difference in credibility of information source types,and broadens the research content of information source theory.(3)This article uses theoretical references In this way,the concept of the WeChat circle of friends promotion information was defined and classified in detail,and the research ideas of tourism information sources were expanded.(4)From the perspective of relationship types,this article explores the influence of referral information in the virtual environment for information dissemination.It is helpful to try and increase the application of sociological theory in the field of tourism.In practice:(1)This article can be used as a reference for tourism operators in improving advertising effectiveness.(2)This study can also help tourism 'government departments to provide new channels for building a healthier and harmonious tourism environment.(3)This research can help tourists provide decision-making reference in information search.. |
PDF Full Text Request