Research On The Influence Of Weibo Opinion Leaders' Recommendation Information On Tourists' Destination Decision-making

With the continuous development of the Internet and social media,the number of users of Weibo platform has continued to increase,and it has gradually become a major channel for content dissemination.Under the social media,there have been Internet celebrities and opinion leaders in different fields appearing,and they have been in marketing,bringing goods and other aspects.play an increasingly important role.On the Weibo platform,opinion leaders in the tourism field recommend tourism products or services through sharing,planting,recommendation,etc.,which affect the perception of information by potential tourists,thereby influencing tourism decision-making behavior.What are the characteristics of tourism-related content published by Weibo opinion leaders in the tourism field,how is the distribution of themes,how is the recommendation method,how the recommended content and form affect the tourists' destination decision-making,the impact mechanism,and the degree of impact,etc.,all need further in-depth research.and discuss.Based on the theory of Weibo opinion leaders and tourists' decision-making behavior,this research uses Weibo platform "Top Ten Influential Travel Bloggers in2020" and "Top Ten Popular Travel Bloggers in 2020",a total of 20 opinion leaders in the tourism field.June 2019 —A total of 7,879 Weibo content and 363,779 user comments published in June 2021 are used as research data.From the perspective of recommended information characteristics,cluster analysis and LDA(Latent Dirichlet Allocation,latent Dirichlet Allocation,latent Dirichlet distribution)are performed on the data.)topic extraction,and obtained six characteristics of the recommended information of Weibo opinion leaders: the quantification of recommended information,the quality of information,the timeliness of information,the interaction of information,the form of information presentation and the way of information expression.Based on the research on the characteristics of the recommended information,research hypotheses and theoretical models are proposed,and SPSSAU and Amos 26.0 data analysis tools are used to further analyze the data and test the hypotheses.The research results show that:(1)The degree of quantification of recommended information and the form of information presentation have a direct impact on tourists' destination decision-making;the influence of information quality,timeliness,degree of quantification of recommended information,interactivity,and expression on trust is weakened in turn,and the presentation method There is no significant effect;among the effects on perceived usefulness,the degree of influence of recommendation information quantification,interactivity,presentation form,timeliness,and quality are weakened in turn,and the way of expression has no significant effect on it.(2)The degree of quantification,information quality,information timeliness,and information interactivity of recommended information have an impact on tourists' destination decision-making behavior through the mediating role of trust and perceived usefulness;the form of information presentation affects tourist destination decision-making behavior through perceived usefulness.influence;the way information is expressed influences destination decisions through trust.(3)The chain intermediary path of "recommended information quantification/information quality/information timeliness/information interaction/information expression (?) trust(?) perceived usefulness (?) tourism destination decision" exists.Combined with the research conclusions of this paper,this paper puts forward some suggestions,such as the government and the government should pay attention to the marketing role of Weibo opinion leaders and cooperate with them,accurately identify Weibo opinion leaders,improve the quantification of recommended information,improve the quality of information,and diversify the presentation of recommended information.