Study on the Influence Mechanism of “Cloud Tourism” Prod_x005fuct Presence on Consumers’ Purchase Intention in Sichuan in the Post-epidemic Economic Downturn Era
Abstract
7.6% of the province’s GDP. At the same time, Sichuan Province strongly supports the innovation of cultural tourism industry format, prod_x005fuct innovation and model innovation, and uses new technologies to develop new formats such as cloud tourism, cloud performing arts, cloud
live broadcast and cloud exhibition. Online “cloud tourism” has become a hot topic. This paper takes tourism consumers in Sichuan Province
as the research object, from the perspective of tourism consumers, based on the theory of consumer presence, and adds social media tourism
sharing, control and responsiveness to construct this research model. The empirical research results show that the presence of “cloud tourism” products has a significant positive impact on consumers’ purchase intention in Sichuan, emphasizing the key of emotional connection in
virtual tourism experience.
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DOI: http://dx.doi.org/10.18686/fm.v9i1.12066
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