旅游目的地官方网站对旅游决策的影响研究

发布时间：2018-01-16 14:08

本文关键词：旅游目的地官方网站对旅游决策的影响研究　出处：《首都经济贸易大学》2016年硕士论文　论文类型：学位论文

【摘要】：当前,中国已经发展成为世界旅游大国,大众旅游时代逐渐开启。2015年,我国自助游市场占比达到85%以上,旅游已经发展成为居民日常生活的重要组成部分。大互联时代下,散客化的旅游市场发展趋势,对旅游目的地网络营销和公共信息服务提出了更高的要求。目前我国旅游目的地官方网站的建设水平良莠不齐,因此了解旅游目的地官方网站的用户需求,知道如何通过旅游目的地官方网站助力旅游目的地的旅游营销和旅游公共服务,是摆在各地旅游主管部门面前的重要问题,也是“智慧旅游”对各旅游目的地提出的重要要求。本文将旅游目的地官方网站作为研究对象,探索用户感知旅游目的地官方网站的信息实用性、信息交互性、网站友好性、信任度和交易功能性对旅游决策的影响作用,并选取感知价值作为中介变量。在结合技术接受模型、感知价值、消费者决策和旅游决策等相关理论的基础上,提出假设并构建模型,通过问卷调查获取样本,并使用SPSS20.0和AMOS21.0分别对假设进行验证,最终得出以下结论:信息实用性、信任度、感知价值与旅游决策正相关;信息交互性、网站友好性、信任度和交易功能性与感知价值正相关。最后根据本文的假设检验结果,选取北京旅游网(www.visitbeijing.com.cn)作为旅游目的地官方网站的代表进行案例分析。将北京旅游网与纽约、巴黎和新加坡旅游官方网站进行比较,在网站排名、信息实用性、信息交互性、网站友好性和交易功能性等方面,发现国内外旅游官方网站的差异,并对北京旅游网提出以下改进意见:扩展信息交互性,全面推广网站;提高信息实用性,定向推送信息;提高网站信任度,树立积极形象;提升网站友好性,提升人性关怀;正视交易功能性,追求无缝服务。
[Abstract]:At present, China has developed into a major tourism country in the world, and the age of mass tourism has gradually opened. In 2015, the proportion of self-help tourism market in China reached more than 85%. Tourism has developed into an important part of the daily life of residents. The tourism destination network marketing and public information services put forward higher requirements. At present, the level of construction of official tourism destination websites in China is mixed, so we can understand the user needs of tourism destination official websites. Knowing how to promote tourism marketing and tourism public services through the official website of tourism destination is an important issue in front of local tourism authorities. This paper takes the official website of tourism destination as the research object to explore the practicability and information interaction of the official website of tourism destination. The impact of website friendliness, trust and transaction function on tourism decision-making, and select perceived value as intermediary variable. In combination with technology acceptance model, perceived value. On the basis of the relevant theories such as consumer decision and tourism decision, this paper puts forward the hypothesis and constructs the model, and obtains the sample by questionnaire survey. The hypothesis is verified by SPSS20.0 and AMOS21.0, and the following conclusions are drawn: information practicability, trust, perceived value and tourism decision are positively related; Information interactivity, website friendliness, trust and transaction functionality are positively correlated with perceived value. Beijing Travel Network (www.visitbeijing.com.cn) is selected as the representative of the official website of tourism destination for case study. Paris and Singapore tourism official websites are compared, in the website ranking, information practicability, information interaction, website friendliness and transaction functionality, found the differences between domestic and foreign tourism official websites. And put forward the following suggestions to the Beijing Tourism Network: expand the information interactivity, promote the website in an all-round way; Improve the practicability of information and push information; Improve the trust of the website, set up a positive image; Enhance website friendliness, enhance human care; Face up to the function of transaction and pursue seamless service.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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