智慧旅游背景下旅游APP的持续性使用意愿研究

发布时间：2018-08-27 07:38

【摘要】：智慧旅游成为旅游业发展的新途径,而旅游APP则是实现智慧旅游的重要工具之一,如何让旅游者采纳并持续使用旅游APP是智慧旅游发展的关键所在。文章共收集有效问卷544份,运用结构方程模型(SEM)对假设模型进行实证检验。研究结果表明:服务质量、信任、满意度和感知有用性均对旅游者的持续性使用意愿有显著的正向影响,其中,服务质量的影响最大。转换成本在感知有用性、信任和满意度与持续性使用意愿的关系中起到正向的调节作用。该研究填补了关于旅游APP持续性使用意愿相关研究的不足。同时,文章建议移动旅游运营商相比于打价格战,更应该专注于旅游APP本身,通过提升服务质量、顾客满意度和产品实用性以及建立良好的品牌认知度,来提高旅游者使用黏性、培养忠诚用户,使整体移动旅游市场朝着健康有序的方向发展。
[Abstract]:Intelligent tourism has become a new way of tourism development, and tourism APP is one of the important tools to realize intelligent tourism. How to make tourists adopt and continue to use tourism APP is the key to the development of intelligent tourism. A total of 544 valid questionnaires were collected, and the structural equation model (SEM) was used to test the hypothesis model. The results show that the quality of service, trust, satisfaction and perceived usefulness have significant positive effects on tourists' willingness to use continuously, among which the quality of service is the most important. Conversion costs play a positive role in the relationship between perceived usefulness, trust and satisfaction, and persistent willingness to use. This study fills up the lack of research on the willingness to use APP sustainably in tourism. At the same time, the paper suggests that mobile tourism operators should focus on the APP itself rather than the price war, by improving service quality, customer satisfaction, product practicability and establishing good brand recognition. In order to improve the viscidity of tourists, cultivate loyal users, make the overall mobile tourism market healthy and orderly development.
【作者单位】：厦门大学管理学院;浙江旅游职业学院酒店管理系;阿姆斯特丹自由大学空间经济系;
【基金】：国家旅游局规划面上项目立项“基于扎根理论的休闲农庄游客体验研究:以浙江省为分析案例”(16TAAG020) 杭州市哲学社会科学规划常规性立项课题“智慧旅游APP持续性使用意愿的研究——以杭州本地APP为例”(G16JC016)资助~~
【分类号】：F592.6

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