Research on The Influence of Social Network Information Quality On Tourism Willingness

Abstract

Social networks have become an important way for people to obtain information, socialize and show their lifestyles. They have also become an important platform for cloud tourism and cloud exhibitions against the backdrop of COVID-19. Will photos or videos on social networks have an impact on individual travel intentions? Based on these questions, this study explores the measurement of information quality of social networks and its impact on individual travel decisions. Based on the social impact theory, this study constructed THE SOR theoretical model from the perspective of informational social impact. Through questionnaires, 696 sample data were obtained, and AMOS was used to analyze the Structural equation model. It is found that the quality of social network information can be composed of five dimensions. The tourism information published by others in social network has a significant positive influence on tourism decision making. The higher the information quality is, the stronger the individual will be to travel.