Research on the Obstacle Factors of the Elderly's Online Tourism Information Sharing Behavior under the Background of Smart Tourism : Taking WeChat Platform as an Example

Based on the background of smart tourism, this paper collected the data of the tourism related information shared by the old on WeChat in Jingduyuan community of Hangzhou through in-depth interview, used the grounded theory to extract the obstacle factors that affect the elderly's online tourism information sharing behavior, and constructed the obstacle factor model of the elderly's online tourism information sharing behavior. The study found that the obstacle factors for the elderly to share tourism information on WeChat include use obstacle, attitude obstacle and cognitive obstacle. The relationship among these factors is that obstacle factors indirectly influence the sharing behavior of the elderly through the willingness of online tourism information sharing behavior. The study can not only enrich the relevant research on the elderly in the field of tourism information behavior, but also has some implications for the network marketing of elderly tourism.