The Executives

Abstract

Nowadays, with the rapid development of information technology, the tourism virtual community not only plays the role of information dissemination and exchange but also becomes a new tool for people to organize tourism activities. The characteristics of tourists and service management are the main factors that affect the perception of Wuyuan tourists in the online virtual community. Among them, pleasant natural landscapes and antique cultural landscapes are the most important influencing factors of the Wuyuan tourism experience, while other factors include season, weather, transportation, and consumption price. The Internet is a virtual space with remarkable characteristics of agglomeration and withdrawal. The interaction in the network can derive cohesive interpersonal trust through the dissemination of fragmented information. However, due to the virtual nature of the network, trust between community users is much more fragile than in offline communities, and it is also more difficult to establish. The development of the entire virtual community will be seriously constrained by the loss of trust in the network community. Therefore, it is necessary to deeply study the influencing factors of online interpersonal trust in the tourism virtual community and how to build a high-trust online community.

Keywords: Tourism virtual community; Network interaction; Cognition; Image perception; Life experience.