A study on the impact of negative online comments on the resistance behavior of tourists in desert tourism areas
Taking negative online comments as the starting point,we propose some hypotheses and construct a research model based on the perceived risk and resistance behavior of tourists in desert tourism areas.By conducting field research and obtaining research data through online platforms,AMOS is used to construct a structural equation model and the hypotheses are tested,the relationships between negative online comments,perceived risk of tourists,and resistance behavior in desert tourism areas are explored.The research indicates that the formal,quality,and intensity characteristics of negative online comments positively affect the perceived risk of tourists,and also positively affect the resistance behavior of tourists in desert tourism areas.The perceived risk of tourists plays a mediating role in the relationship between the form,quality,and intensity of negative online comments and tourist resistance behavior,and has a significant positive impact on tourist resistance behavior.The study provides a new reference for online marketing for desert tourism areas to reduce negative responses,win over tourists,and provide new perspectives for local economic development.
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