An Exploratory Study on the Tourism Electronic Word-of-Mouth Communication Effect among Post-00s of China

Abstract

Based on four variables which influence eWOM (Electronic word-of-mouth)of tourists, designing measuring scale to study China's post-00s, analyzing the factors influencing their search and acceptance of eWOM in tourism, it finds out that information source easement, eWOM publishing platform, social engagement and Impression degree positively influence eWOM spread effect of 00s tourists, then get a regression model, analyzing emphasize on social media by 00s, their prudential attitude towards positive or negative eWOM, their faith in friends and appeal person, their construction on ego e-image during tourism eWOM searching period.