Research On Communication Of CTRIP From The Perspective Of Innovation Diffusion Theory

Traditional tourism industry use information and communication technology to integrate Internet and traditional tourism industry,creating a new development ecology online tourism industry.Nowadays the users have been expanded.As the earliest tourism website,C-trip has always been in the leading position through continuous innovation.Taking it as the object,attempting to explore the process of its communication and diffusion,and analyzing its communication and diffusion network and the factors that affect the user's adoption behavior,excavate commonness from individuality,and provide experience for the development of other Tourism websites.The paper is divided into five chapters: The introduction part mainly describes the research background and significance,literature review,research ideas and so on.The first chapter has three parts: first,it summarizes the types and communication characteristics of domestic tourism network;secondly,it expounds the development status of C-trip;thirdly focuses on analyze the innovation characteristics of C-trip.The second chapter analyzes the communication and diffusion channels of C-trip from the media and interpersonal communication channels,and points out that the media channels can expand influence;interpersonal channels can promote the decision-making.The third chapter analyzes the process of C-trip network communication diffusion in detail.Not only analyzes the innovation development process,but also analyzes innovation decision-making process.The fourth chapter is the analysis of user adoption behaviors.Firstly,analyzes the attitudes of different audiences;secondly,points out the factors that affect the adopter's "acceptance" and puts forward corresponding assumptions;thirdly,analyzes the questionnaire data through SPSS software.The fifth chapter summarizes the common diffusion enlightenment.On the basis of improving its own communication and diffusion,it can provide reference for other online tourism enterprises.It can be concluded that the more prominent the comparative advantages of tourism websites are,the easier it is to observe them.Therefore,others can optimize the comparative advantages and so on to promote it sustainable development.