| The development of social media has brought fast and easy access to information for travellers and has a significant impact on their decision-making.Weizhou Island has continued to innovate in terms of promotion and marketing,which has exploded on all major social media platforms,contributing to the development of island tourism.Current academic research on social media marketing issues is still in its infancy,with increasing attention being paid to the study of factors influencing tourist decision making.Based on this,this article selects users who use social media and have used it to browse travel information of Weizhou Island as the research object,summarises the research results on social media marketing and tourists’ decision making at home and abroad through literature combing.The model of the influence of social media marketing on tourists’ decision making is constructed based on four dimensions of social media: information quality,information content,information interaction and online word of mouth,and two mediating variables: perceived value(usefulness,ease of use)and perceived risk.This article uses Spss and Amos statistical analysis software to analyze and test the hypotheses of the 372 valid sample data collected.It was found that information quality,information content and IWOM all influence the final decision making behavior through perceived value and perceived risk to tourists,while information interaction only has an impact on Weizhou Island tourists’ decision making through perceived value.Finally,based on the current situation of social media marketing on Weizhou Island and the findings of this paper,corresponding countermeasures are proposed from five perspectives: ensuring information quality,enriching information content,strengthening information interaction,monitoring IWOM and attaching importance to talent development,in order to improve the effect of social media marketing and sustain the tourism fervour on Weizhou Island. |
