旅游政务微博内容质量对旅游者目的地行为意图的影响——以苏州市旅游政务微博为例

Research on effects of the content quality of tourism government micro-blog on the behavioral intention to visit a tourist destination——A case study of Suzhou tourism government micro-blog

以苏州市旅游政务微博为案例,基于既有研究成果设计调查问卷,通过在线调查法收集研究数据,并借助SPSS21.0和AMOS 21.0分析数据。研究发现:新奇性、可信性和可理解性可有效评价旅游政务微博内容质量;以旅游者目的地态度为中介变量,旅游政务微博内容可信性和内容可理解性影响旅游者目的地行为意图;旅游者目的地态度未明显受到旅游政务微博内容新奇性影响;旅游者目的地态度积极影响旅游者目的地行为意图。依据分析验证结果,从微博品牌形象营销、导游游客线上交流互动、大众意见领袖项目等3个方面提出相关对策。

This study took Suzhou tourism government micro-blog as the study case and designed questionnaire based on relevant research works. Then this paper collected data online as well as analyzed data with the support of software SPSS 21.0 and AMOS 21.0.According to results,the current research found that novelty,credibility and understandability could effectively evaluate the content quality of tourism government micro-blog. Besides,taking tourists＇ altitudes towards the destination as intermediary variable,this study found that reliability and understandability of the content quality of tourism government micro-blog affected tourists＇ behavioral intention. However,novelty had no significant impact on tourists＇ altitudes towards the destination. Furthermore,tourists＇ altitudes towards the destination had positive impacts on the behavioral intention. Finally,this paper proposed relevant management strategies for Suzhou Tourism Bureau from the three aspects of image marketing of micro-blog brand,online interaction between tour guide and tourists,and the public opinion leader project.