Research On Decision-making Method Of Leisure Travel In Social Network Environment

With the advance of information technology and the popularity of intelligent terminal equipment,people’s use of the Internet has gradually changed from simple information search and web browsing to social media centric information interaction.Therefore,social networks have developed into an significant platform for people to release,pick up,and share information.Through social networking platforms,travelers can learn more about timely and unknown travel environments,allowing them to make better decisions within time and space constraints.Therefore,this article will start with social network information and analyze the contribution path of social network information on tourism travel decisions,in order to better grasp the rules of travel behavior,optimize social network information services,provide suggestions for the sustainable development of urban leisure tourism transportation,and provide effective ways to guide and manage tourists’ travel.Firstly,this article defines social networks,leisure tourism,and tourism decisionmaking,clarifying the concepts and characteristics of the research object of this article.Secondly,it analyzes the specific process and decision-making content of leisure tourism travel decision-making,explores the impact mechanism of social networks on travel decision-making,and analyzes them from the social network level(information characteristics,information acquirer characteristics)and general influencing factors(personal characteristics,travel characteristics,and environmental characteristics).Secondly,according to the research objective and content,a questionnaire was designed to conduct a survey of the questionnaire data.SPSS was used to test the reliability and validity of social network latent variable data to verify the applicability and consistency of the observation variables.Descriptive statistical analysis is conducted on personal socioeconomic attributes,travel characteristics,social network usage characteristics,psychological latent variables,and travel adjustment,laying a theoretical and data foundation for data analysis later in the article.Thirdly,based on personal socioeconomic attributes and social network information perception characteristics,it is possible to obtain the path influence relationship between individual socioeconomic attributes,observation variables,and social network psychological latent variables of visitors by using AMOS software to establish a multiple indicator multiple cause and effect(MIMIC)model of psychological perception of social network information.On this basis,a two-level NL model of travel mode and route is constructed,and social network latent variables and other observable variables are added to the NL model to obtain the fitting effect of the mixed choice model on travel decision behavior.Finally,taking the leisure tourism travel behavior from Monument to the people’s Liberation,Yuzhong District,Chongqing to Ciqikou,Shapingba District,Chongqing as an example,the case analysis is conducted to estimate the parameters of the social network information psychological perception MIMIC model and the travel mode travel path combined NL model.According to research,information attractiveness,involvement,perceived trust,and subjective norms all have a significant positive impact on perceived value;however,perceived trust,subjective norms,and perceived value all have a notable negative impact on perceived trust and behavioral intention.In addition,it is found that the explanatory power of the mixed discrete selection model with social network latent variables is better than that of the traditional discrete selection model.At the same time,the impact parameters of each variable on the travel mode and travel path are estimated,it has been established that latent social network variables play an important role in the leisure tourism travel decision-making process.