Network Information Guidance And Interactive Mechanism Research Of Tourist Flow

Information is the growing point and booster of social development, human society is undergoing profound changes in information technology. In the double promotion of economic development and technological progress, the scale of China’s network has expanded each year. As of the end of June2011, Chinese netizens reached485million, Internet penetration rose to36.2percent. Tourism is the new century "sunrise industry", is an important driving force of the national and regional economic development. In the context of information technology, tourism industry is also widely used by grace, increasingly closely linked with IT.With the strengthening of the tourists’dependent on the tourism network information, tourism network information’s guiding role to potential tourists and real tourists will also be showing growth.This article relies on the domestic tourists travel in Xi’an network information questionnaire data and Baidu Index. Take Xi’an for example, research the Tourism Network Information’s guidance and interaction mechanisms of domestic tourist flows. This study has the following theoretical and practical significance. Firstly, this article defines the study concepts, such as network information seeker power, network information flow space and guided rate, expanding the range of tourism research, providing new research ideas; Secondly, the article tries from the perspective of tourists, using the push-pull theory to summarize the guidance force mode of the tourism network information roundly. Based on the classification of tourism network information, it profoundly resolves different types of information flow on the real flow of the guided rate, and study tourism network information for the effects of spatial and temporal scales to the reality of tourist flows, rich in tourism marketing and theories of Tourism Geography, to create a tourist information science. Thirdly, the conclusions of this article provide a basis for the site design and improve the tourism e-commerce website booking. It also provides the tourism sector or scenic the basis of the development of network marketing strategy, enriching and improving the tourism network marketing system, providing passenger warning timely to some hot scenic spots, helping the tourism sector and scenic to realize monitoring and making diversion of tourist flow.The contents of this paper include the following aspects. Firstly, According to domestic and foreign literatures of network information flow and the guidance of the tourist flow, combined with in-depth interviews with tourists and tourism experts, proposing force model of network information guidance. Apply the "push-pull" theory to validate data, quantify the relationship between the factors of the force model of network information guidance; Secondly, propose the tourism network guidance model, based on structural equation model to explore the guided mode of the online travel information flow. Perspective the various elements of the specific contribution rate in the tourism network information to guide the reality of tourist flows; proposed network traffic space. Thirdly, propose network traffic space, and explain tourism spatial and temporal scales of the network information flow guidance effect. From the perspective of the spatial and temporal scale, research the mechanism that the network information flow guides the tourist flows and calculate the rate of its guidance.From specific analysis of the above research, we have the following conclusions:(1)Domestic tourists’internal needs of travel network information are becoming larger, the thrust of network information queries forms significantly. Thrust is divided into three dimensions, they are "the reference demands of tourist information and experience","the cognition of network advantages" and "social and knowledge". In which, the variance contribution rate(22.24%) of "the reference demands of tourist information and experience"is the largest. It indicates the query of tourist information and learning from other tourists’experience is the most important internal impetus to the use of the network for tourism information in China. Secondly, travel network information is attractiveness to the domestic tourists in Xi’an, a significant force of pull is formed. The force can be divided into four dimensions, as follows:"useful""reliability","rich" and "ease of use", among which "useful" give the largest contribution to the force. Different age, income, education, network age groups have significant differences in terms of the push and pull dimensions of tourism network information.(2) Tourism network information guidance can be divided into eight dimensions, as follows:"Tourism Forum information guidance","Folk Customs information guidance","Accommodation information guidance","Scenic Spot information guidance","Shopping information guidance","Traffic information guidance", and "Significant Event information guidance". Through the structural equation model validation shows that those eight dimensions have a significant positive correlation with the tourism network information guidance. By the guidance rates of various types of tourism network information, we know that most types of tourism network information guidance rates are in a medium to high degree. Tourism network information affects tourists’travel plans and itinerary significantly.(3) Tourism network information space-time guidance effects have formed significantly. The tourism network information time guidance effects can be divided into ex-guidance and after guidance two-stage. Network information flow have practical utility on the potential, then causes the latter to move in the space in a certain period of time. And corresponding logistics, tourism flow and information flow are accompanied. Tourism network information space guidance mechanism is divided into two links:tour decision-making before and tour decision-making after. Under the affection of cyber space information, potential tourist flows make real movements in the geospatial at different spatial scales.This research aims to make innovations in the following third aspects:(1)Using of "push-pull" theory, this paper builds a model of network information-guided force, and then divide the tourism network information thrust and pull dimensions. The author first introduces in the statistical indicators of visitors weekly time online and network age, and researches the difference of the tourism network information flow guidance role’s size caused by these factors.(2)This article brings the structure equation method in research of the guidance that the network information flow impacts on tourist flow, enriches the methodology of such studies and conclude the contribution rate of the classification of tourism network information in the guidance of the tourist flow. It builds a tourist network information guidance rate formula, and divides its guidance phases.(3) On the basis of previous research, study the effects of spatial and temporal scales of the tourism network information quantificationally, building a time and space guidance mechanism that tourist network information works on the reality of tourist flow.