THE IMPACT RESULTS OF TOURISM INFORMATION SOURCE TYPES ON CONSUMER BEHAVIOR INTENTIONS
BAI Kai1,2, ZHANG Chun-hui2
1. Guanghua School of Management, Peking University, Beijing 100871, China;
2. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China
Abstract What marketers focus on the propositions of realities is how to efficiently use and change the discriminant characteristics of the information source, and make it play a role in the design of marketing strategy. By understanding the types of information sources and consumers' use of this information, marketers can use efficient ways to influence and design communication channels. Based on the instantiation of tourist information source type, this study quantitatively analyses the role and impact of tourist information type on consumers' behavior intention by constructing a scale. The results show that: (1)consumers' cognition has a clear definition and classification on the types of tourist information sources, moreover, different types of information sources present clustering phenomenon; (2)tourist information source of interpersonal communication plays a unique role on consumers' behavior; (3)the constraint of effective reading time is the influential factor which tourist information source type has on the consumer behavior intentions; (4) the input and output of TV and recreational media tourist information not proportional, and its transmission effect is not accepted by consumers. The conclusions on the inputs of tourism marketing advertising and the choice of marketing channels have certain reference significances; (5) according to the demographics, occupation and different monthly income have a larger influence to the choice of the tour information style, while sex, age, education and annual frequency of travel influence less.
2012, Vol. 27 
