The Influence of Online Comments on the Decision-making Behavior of Guangxi University for Nationalities' Traveling to Thailand
Keywords:
Online comment, Questionnaire survey, Tourism decisionmaking behavior, College studentsAbstract
With the continuous improvement of the depth and breadth of Internet use, it has become a habit for people to browse online comment, when choosing products and traveling consumption. Therefore, it is necessary to study the influence mechanism of online comment on consumers' purchasing decisions. This paper takes the students of Guangxi University for Nationalities as the research object and adopts the method of questionnaire survey to conduct the research. Questionnaire survey is randomly distributed to 500 students of Guangxi University for Nationalities online and offline, hypothesis testing and correlation analysis are used to study 432 valid questionnaires. The results show that the number, differentiation, perceived usefulness and accessibility of online comments have a significant positive impact on college students' travel decisions. The more professional the recipient of online comments is, the stronger the relationship with the disseminator is, and the greater the influence is on the decision of college students to travel to Thailand. In addition, the participation degree of tourists and the online participation degree of online review recipients also had a positive impact on their travel decisions in Thailand. Based on the above research conclusions, this paper finally provides corresponding suggestions for online tourism operators and traditional tourism enterprises to make relevant decisions: (1) establish user participation and interactive experience mechanism. (2) Provide customized products and services. (3) Develop game products.
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