Mobile Travel Individualized Information Service Research

Nowadays,As the improving of people’s living standard and lifestyle, the tradi-tionalmode of travel information service can not satisfy their needs, tourists requir-e more personalized tourism services. The mobile communication technology devel-opment, especially the mobile terminal such as cell phones, PAD, wireless comput-ers are universally applicated, which integrat mobile services and personalized ser-vice idea in tourism. It will bring the great development of tourism information s-ervice, so as to promote the state tourist information construction. Therefore, It isthe trend to the use mobile communication technology to solve personalized ser-vice problems of the tourist information service.Based on former research, this paper puts forward the Tourist personalized in-formation service on mobile concept. In view of tourists’ information behavior andtourist motives and decision theory and basede on UTAUT model, writer establi-shed the theoretical model,in which Social influence,Faciltating conditions,Performa-nce expectations, Efforts to expect, Personalized scene factors, Individual creativity,Perceived risk is the independent variable,and the Personalized needs of tourist i-nformation service on mobile terminal is a dependent variable.Then, put forward r-elevant hypothesis. Through issue a questionnaire and analysis the recovery datawith SPSS17.0statistical software,this paper has achieved to Personalized needs’ tr-end of tourist information service by mobile terminal.based on which we established a Personalized tourist information service system on mobile.This research shows that: In content, the needs for personalized information s-ervice varies in different stage of travel. And the needs for personalized informati-on service increase because of the mobile terminals characteristics such as interest,time, location.especially obvious before and during the travel. In influence, factors: Social influence, Performance expectations, Efforts to expect, Personalized scenefactors, Individual creativity can positivly influence factor Personalized needs of t-ourist information service on mobile, perceived risk can negativly influence the ne-eds. The main contribution of this pape is: It considered the timing, space basedon the factors and content accese to Personalized needs of tourist information serv-ice on mobile, established a service system by taking the user role and service role in construction...