A Study Of Booking Intention Of Tourists Through Mobile Terminals In Mobile Internet Environment

Along with the diversification of tourism products and improvement of people’s consumption level, the Chinese tourism market has undergone tremendous changes. The most obvious trend is that more and more tourists choose free line, instead of following the tour group. The Ministry of Industry and Information issued three4G mobile communication licenses to China Mobile, China Telecom and China Unicom on December14th2014, which indicated that China entry into the4G era. As opposed to the3G network,4G network is faster and more stable. At the same time, Many travel enterprises have started to preempt the mobile market. They develop a large number of "big and comprehensive" or "small but excellent" travel applications, providing a development platform for booking tourism products through mobile terminals. With the rapid penetration of smart phones, the development of this new travel booking service has enormous potential. Booking tourism products through mobile terminals is in a preliminary stage of development at present. Few researchers have conducted research in this area. It has important theoretical and practical significance to study the factors affecting tourists’ booking intentions through mobile terminals.First, construct research model on the basis of the literature research, and then carry out demonstrating. In the process of demonstrating, this paper mainly uses normative analysis and empirical analysis. First of all, make a reasonable explanation through normative analysis. Secondly, conduct a questionnaire survey of consumers via questionnaire to collect the sample data, and then conduct factor analysis, correlation analysis and regression analysis of the survey data with the social statistics Package SPSS21.0to test the theoretical framework and the study hypothesis, and finally draw research conclusion.Empirical studies suggest that:the modified TAM model is applicable in the study, and the data analysis results demonstrate the good explanatory power of TAM. During the process of booking tourism products through the mobile terminals, Attitude is the key factor affecting Tourists Booking Intentions, and the Perceived Usefulness has a significant impact on the Booking Intention. Perceived Usefulness is still the key factor affecting tourists Attitude, and Perceived Ease of Use is an important factor affecting tourists Attitude, besides, Perceived Entertainment and Perceived Mobility would have a significant impact to the Attitude. The key factors that affect tourists Perceived Usefulness is still Perceived Ease of Use, but the influence of Perceived Mobility is also significant. Perceived Ease of Use is not only an effect on Perceived Usefulness, but also influences the Perceived Entertainment. Trust and Personal Innovativeness regulate the Perceived Usefulness, Perceived Ease of Use, Perceived Entertainment and Perceived Mobility from different angles, thereby adjusting tourists’ Attitudes and Intentions of booking tourism products through mobile terminals.Finally, attempt to put forward some proposals from four aspects, namely increasing products to enhance tourists Perceived Usefulness, improving website design to enhance tourists Perceived Ease of Use, strengthening cooperation to enhance Perceived Mobility and strengthening the brand to improve tourists Trust, as the application of the conclusions of this study.