WeChat Functions Influence Participation of Leisure Travels in Shanghai

Because of the hitherto unknown impact of COVID-19's leisure travel industry in 2020, the radius of leisure activities has also been shrinking. At the same time, online activities not only occupy more leisure time, but also promote WeChat marketing as a new means of promotion. 2021 is about to enter the post epidemic era, so that the purpose of this study is to explore the impact of online participation of WeChat functions on offline participation behaviour of leisure tourism in Shanghai, so as to recovery the follow-up participation of leisure tourism.

由于2020年新型冠状病毒肺炎(COVID-19)对休闲旅游行业造成的影响迄今尚未明确，民众的休闲活动半径也随之收缩。与此同时，线上活动不仅挤占了更多休闲时长，还推动微信(WeChat)营销成为全新的推广手段。2021年即将步入后疫情时代，本研究旨在探讨上海地区用户通过微信功能开展的线上参与行为对休闲旅游线下参与行为的影响，以期推动休闲旅游后续参与的复苏。