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1、ABSTRACTThe21stcentury,alongwiththesocialstructureofinformationandnetworking,micro-blogbecauseofitsquick,easyandinstantsharingfeaturehasbecomeoneofthemostinfluentialcommunicationsplatformandanimportantsourceforpeopletogetallkindsofinformation.Asnewinformationplatform,theem
2、ergenceofmicro-bloghasprovidedabrandnewmeanofpropagandafortouroperators.Micro-blogmarketingasanewmarketingapproachemerged.Howtousethesocialmediatoperformmarketingactivitiesandwhichmarketingmeanscanmaximumattracttourismconsumersandchangetheirspendingbehaviors,isthefundament
3、alproblemofthisstudyexpectedtoanalyze.Throughreviewandsummarizethelargenumberofrelatedliterature,thepreliminarytheoreticalresearchmodelisputforward.Onthisbasis,accordingtointerviewsanddialogues,modifiedthemodelanddevelopedtheresearchquestionnaire.Beforelarge-scaledistribut
4、edquestionnaireswerepre-investigation,andaccordingtotheresultstofine-tunethequestionnaireonceagain.Afterconfirmingthereliabilityandvaliditytomeettherequirements,thendistributedthequestionnairesinalarge-scale,andfinallyrecoveredatotalof214validquestionnaires.Byusethestatist
5、icalanalysissoftwareSPSS21.0andAMOS17.0,exploratoryfactoranalysis,didexploratoryfactoranalysis,confirmatoryfactoranalysis,correlationanalysisandstructuralequationmodeltotestthetheoreticalmodel.Theresultsshowedthat:activitiesandopinionleadershaveasignificantpositiveimpacton
6、travelconsumerbehavior,whichincludessearching,purchasing,sharingthreedimensions.Brandawarenesshasthesignificantpositiveeffectonsearchingandpurchasingtwodimensions.Whilemicro-bloginteractionjusthasasignificantpositiveimpactonsharingthisdimension,informationattractionjusthas
7、asignificantpositiveimpactonbuying.Finally,accordingtothetestresultswereanalyzedanddiscussed,makecertainmicro-blogmarketingproposalinordertoprovidecertaintheoreticalbasisandpracticalguidanceforthetourismindustry:1)Attentiontheimportanceofmicro-blogoperationsmanagement,andg
8、raduallyincorporatedintotherulesandnorms,2)changethesinglepropagandafunction,usemicro-blo
