Study On The Influencing Factors Of Rural Tourism APP Users' Willingness To Use Based On UTAUT Model

In this critical period when Chinese tourism industry is faced with the transformation and upgrading,rural tourism has come to the fore.It has entered an explosive stage of development.At the same time,online tourism is booming.As an important form of online tourism development,tourism APP has become one of the necessary tools of tourists,so the combination of rural tourism and tourism APP is imperative.Although the research results of rural tourism APP are also on the rise,compared to tourism APP,it is still in its infancy and there is no empirical research on rural tourism APP.It can thus be seen that the rapid development of rural tourism and the high dependence of tourists on tourism applications are all urging the development of rural tourism Apps,and users' willingness to use can guide the development of rural tourism APP to a certain extent.The research on the willingness of users of tourism APP is especially necessary.Thus,based on the UTAUT theory,the variable of perceived risk is constructed to construct the rural tourism APP user willingness to use model.The model includes five independent variables: performance expectation,effort expectation,convenience condition,community influence and perceived risk,explored the impact of these five independent variables on the willingness of rural tourism APP users.This paper collects data through questionnaire survey,and uses SPSS22.0 and Amos17.0 statistical software to conduct descriptive statistical analysis,reliability and validity analysis,correlation analysis,variance analysis and hypothesis testing on the sample data,and finally obtain the following conclusions:(1)There is a significant positive effect of community influence on users' willingness to use rural travel APP;(2)There is a significant positive effect of convenience conditions on user's willingness to use rural travel APP;(3)There will be no direct impact of efforts to expect on the willingness to use,but the expected performance will positively affect the user's willingness to use it;(4)There is a significant negative effect of perceived risk on the user's willingness to use rural travel APP;(5)The use experience of tourism application affects the user's rural tourism APP Willingness to use.Based on the above conclusions,this paper combines the development status and characteristics of rural tourism APP,and proposes relevant suggestions for the future development of rural tourism APP from the aspects of marketing channels,interaction between developers and users,function improvement and product quality.