A comparative analysis of tourists´ decision-making on the basis of internet comments about scenic areas—Taking Wuzhen Xishan as an example

Taking Wuzhen Xishan scenic area as an example, this article aimed at studying the impact scenic area internet comments had on tourists´ decision-making. Based on the tourism decision-making reference group theory and tourism decision-making behavior theory, using the experimental method, the author designed a pretest questionnaire and a post-test questionnaire respectively to get to know the changes in tourists´ relative decisions before and after reading the internet comments. Through the comparative analysis, we find that internet comments had great impact on tourists´ decision. And the main factors include the category of comments, style of comments, content of comments and identity reviewers.