Research On The Evaluation Of The Service Quality Of Mobile Tourism Based On The User Experience

With the rise of mobile Internet technology,more and more scholars begin to pay attention to the integration of tourism and mobile Internet.Currently the domestic market has many users in the tourism use mobile Internet provides the service,through their mobile phone or tablet computer terminals in travel before query,hotel reservation,tickets,air tickets,scenic spots,such as information,can also be on a trip to see traffic route or travel Raiders,after the end of the tour to upload or share travel experiences and photos.However,in the rapid development of mobile tourism services,there are also many problems such as: the function is not comprehensive,the wrong information,the transaction is not safe,and so on.At present,the research on Mobile Tourism Service in our country is still in the primary stage,and there is a lack of research on the quality evaluation of tourism service.From the user’s point of view,and to meet their needs,is the necessary prerequisite for the development of mobile Internet service providers in the market.Based on user experience theory foundation,through the literature research and expert interviews to build mobile tourism service quality evaluation model.The model includes value,applicability,availability and easy lookup,reliability,findability,desirability of seven first level indicators;through empirical study,using the questionnaire survey method,quantitative analysis,and structural equation further analysis mobile tourism service quality evaluation index of the influence factor,it is concluded that the index factors objectively reflect the real user awareness and demand;on the basis of the above research of mobile tourism service quality evaluation strategies and suggestions.Through the research user demand for mobile travel services clearly influence the mobile tourism service quality evaluation factors,to mobile travel service developers and operators to accurately grasp the user’s psychological needs,for to improve service quality,enrich the content of services,enhance the core competitiveness of enterprises,for the development of mobile travel service industry provide a reference.