Research On Tourism Mobile Application Stickiness To Tourists And Its Impact Factors

The emergence of big data and the development of cloud computing for ten years has brought the opportunity for change.The popularity of smart phones,other mobile devices and mobile Internet also has brought a completely different life experience for the vast number of consumers.The country is creating the tourism industry to become a strategic pillar industry in China,and the construction of intelligent tourism is one of the indispensable part of it.The concept of intelligent tourism was first proposed since 2010,just a few years,it has achieving significant achievements.Mobile tourism service is one of the important contents of the development of intelligent tourism,which has a important impact not only for information development of tourism,but for tourists to get a higher quality service experience.The development of tourism mobile services is inseparable from the tourism mobile application.In order to quickly catch the chance of technology and policy,to seize the tourism mobile industry market,the traditional tourism enterprises and Internet companies have developed their own mobile applications.Visitors are users of travel mobile applications,so tourism mobile application enterprises need have a comprehensive understanding of the use of tourism applications by tourists and explore the factors that affect the sustainable use of mobile applications,so that they can develop and improve mobile tourism services to enhance the stickiness between visitors and tourism mobile applications.Therefore,based on the theory and practice of previous scholars,this paper tries to explore the factors influencing the stickiness of tourists by choosing subjective norms,behavioral control cognition,value perception as independent variables,attitudes and persistence intention as mediating variables,and how these factors affect the formation of stickiness.Through the research,author look forward to provide relevant theoretical and practical reference for tourism mobile application operators.Firstly,this paper conduct a detailed reference analysis and carding,including the theory of stickiness,consumer behavior and the continuous use of information systems,and so on.Secondly,combined the author's interviews,previous studies,and the characteristics of tourism mobile applications,the author construct a model of tourism applications stickiness to tourists and its impact factor and develop a suitable scale for this study.The questionnaire was distributed through the internet platform and the university scene.The collected data were analyzed by SPSS19.0 and AMOS20.0 statistical analysis software,and the results were discussed and the relevant opinions were put forward.The results show that behavioral control cognition and value perception can directly affect the willingness to use continuously,and can indirectly affect the willingness to use indirectly through the attitudinal variable.Subjective norms indirectly affect the willingness to use indirectly through attitudes,but it does not directly affect the persistence use intention;value perception and attitudes have a significant direct effect on stickiness,and can also indirectly affect stickiness by continuous use.