Chinese independent traveler decision-making process through China based social media of Renren

Abstract

The internet communication technology has change the ways tourist do action of information search when they were in decision-making process. The social network websites are the platform for travelers seeking and sharing traveling experience and tourism information. As a form of electronic word-of-mouth communication, these experienced travelers’ information had a significant influence on the potential travelers, who are the users of social networking website, when they were in tourist decision-making process. This study investigated the tourism information content emerging on the one of the famous social networking website in China named Renren. And it explored how it influences the Chinese independent travelers to conduct their travel decision-making process in Southeast Asia. The mixed methods analysis approach was applied for two round data analysis. The first round analysis is to investigate the most visited destination in Southeast Asia and common tourism information on Renren website. The findings indicated that Thailand and Malaysia are the most visited destination for Chinese independent travelers. And tourist itinerary and destination information are the most comment information emerging on Renren website. The second round analysis is to investigate which stage of tourist decision-making process gets most influences. The finding shows that the stage of felt desire travel and information search get most influences. The results of this study can help tourism marketers notice trends in travel consumers ‘decision-making process as well as a new venue to promote their products. The e-WOM on social networking website will lead to better marketing performance and product enhancement.