Internet Word of Mouth of tourist destination can reflect local tourist market condition which has great impact on consumers’ travel decision. Based on correlation analysis, regression analysis and word frequency analysis, this paper researched the influence of tourist network reputations on Litter Red Book platform on East China consumers’ choice of where to have a trip. The empirical evidence shows that the quantity, reliability of IWOM and negative IWOM on Little Red Book will signally influence consumers’ willingness to travel. Based on these, the paper put forward management suggestions to related departments.

Gao Jingjing, Ye Hongyu. The Influence of Internet Word-of-Mouth on Consumers' Choice of Tourist Destination: Take Consumers in East China on the Little Red Book as an Example. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 145-152. https://doi.org/10.25236/AJBM.2023.052522.

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