The Empirical Study Of The Tourism Websites Service Quality Influence On Tourist Satisfaction And Loyalty

With the rapid development of Internet, e-commerce is an integral part of people’s daily life. Recent years the online travel market has been growing quickly, the phenomenon of consumer purchasing travel services commodity in online travel websites is very popular. We easily get a lot of useful information from the Internet. Online travel websites is passed with the user’s information and communication platform, across regions and time limits for user convenience and instant information. The quality of service as an important index to measure the service level of the enterprise has become the key factor for the success of online travel websites.This paper establishes research model of online travel websites service quality on the basis of correlation research and user interview.To study the relationship between on online travel websites service quality, tourist satisfaction and tourist loyalty. Through the questionnaire survey to collect data. Then, this paper continues to testify the model by empirical analysis.The conclusion was:the economy, Web interface, usability, security, the quality of information, responsiveness have significant and positive effect on the online travel websites service quality. In addition responsiveness, security, economy are great impact on online travel websites service quality. Online travel websites service quality has significant and positive impact on tourist satisfaction and loyalty. Tourist satisfaction has a significant and positive effect on tourist loyalty. The responsiveness and economy are great impact on tourist satisfaction. The responsiveness and security are great impact on tourist loyalty.