A Study On The Relationship Between Tourism Website Service And Tourism Network Consumption Intention

With the rapid development of tourism e-commerce and tourists travel personalized,more and more tourists choose to visit tourist destination through the station to get travel information and get tickets booking,accommodation booking and other travel services before the trip.The development of network tourism is related to many factors,such as the tourist's trust in the tourism website,the brand reputation of the tourism website,the website service guarantee,the website familiarity,the consumer's self determined needs,etc.This study from the tourism website popularity and service quality are discussed,and the association of both tourism network consumption behavior and desire,hope to find out a scientific method and basis for the construction of tourism development and tourism websites and sustainable development.This paper argues that the positive tourism consumers on the service quality of tourism website with the perception of tourism network consumption behavior;tourism website brand credit degree is high,influence on the network consumption will decrease;quality of tourism website service of tourism website image and awareness has a positive impact;tourism consumers' personal background has obvious differences in selectivity to its online tourism consumer behavior.Among them,the content of the tourism web site will affect the tourism network consumption,and is the most significant factor.From understanding,improve the service concept of the target market demand and behavior analysis,the adjustment of tourism website structure and content,optimize the tourism website into the channel and browsing path,strengthen site management service quality five aspects to strengthen the management of tourism website.