Study on the Influence Factors of Social Media Users' Recommendations on Travel Intention: Based on the Mediating Role

The travel sharing content posted by travelers on social media has a profound impact on the consumption patterns and behaviors of potential travelers. Therefore, how to effectively utilize travel sharing on social media to attract potential travelers has become an important issue. In this paper, from the perspective of travelers' adoption process of recommended information, based on persuasion theory, we studied the influence of recommender characteristics and recommended information characteristics on travelers' adoption willingness. The effects of information content quality, visual cues, professionalism and social identity on tourists' adoption willingness were investigated through a questionnaire survey, and the data were analyzed and hypotheses were verified using SPSS and AMOS software. The following conclusions were finally drawn: tourists' adoption intention is influenced by the characteristics of recommended information, the characteristics of recommenders and the tourists' own perceived characteristics. Perceived usefulness and perceived trust as mediating variables positively affect tourists' adoption intention. These findings provide a reference basis for tourism destinations to carry out promotional activities on social media platforms.