An Empirical Study On The Motivation Of Word Of Mouth Communication Of Tourists In Huangcheng Village

In the initial development period of the sales industry,however,in the rapid economic development and the wide variety of information access,exaggerated advertising has gradually lost the consumers' perception of purchase and choice.Therefore,used to purchase the customers The effect of word of mouth can not be ignored,and the research on word of mouth communication is particularly important.As an informal interpersonal communication,word of mouth has become the conversation capital of people after tea and dinner.In a short time,it can easily improve the trust of consumers.Compared with TV,newspaper and other mass media,word of mouth communication can play a role in consumer decision-making behavior.The reason is that "word of mouth communication" is also called "zero media",which costs the cheapest media and is also the most trustworthy tool of publicity and communication.The instinct and nature of interpersonal transmission of information is the main reason for the almost zero cost of word of mouth communication.However,as a huge wealth of enterprises,good reputation needs the joint efforts of many enterprises in the formation stage,and more manpower,material resources and financial resources are needed.Good reputation will naturally get good publicity effect,and more importantly,people's trust far exceeds other media.When consumers decide to purchase service products,especially tourism products,because of the intangibility of consumer goods and service products,the consumers have high risk in consumption.Customers can choose the word of mouth communication in the living environment to collect information,which can reduce the corresponding risks brought by consumption.In the present and contemporary tourism activities,the tourists' satisfaction experience perception also acts on the behavior of the tourists' word of mouth communication.Therefore,the measurement of the tourists' experience perception is the premise to find the measures to improve the tourists' experience satisfaction.This study will take the existing "consumer satisfaction is the behavior that determines whether to buy again or conduct the word of mouth communication behavior." Based on the variable model,Huangcheng village of Jincheng City,Shanxi Province is chosen as the research background.The first part: summarize the current research situation,mainly clarify the domestic and foreign about the word of mouth,the motivation of word of mouth communication.The second part,analyzes the tourism development status of Huangcheng village,puts forward research and design,establishes the concept model and makes assumptions.The third part,puting forward suggestions to improve the popularity of tourists in Huangcheng village from the perspective of three experience perception effects and communication.