Study On The Strategy Of Improving Viscosity Of Tourist App Reservation Business Users

The major tourism enterprises responded positively to the call of "Internet +" era and took the wisdom tourism as an opportunity to develop tourism APP vigorously.App with the function of travel booking is loved by tourism enthusiasts.Unlike traditional tourism enterprises,which increase booking business by setting up stores everywhere,the booking business of tourism APP pays more attention to "user flow".At the stage of fierce competition in tourism APP booking business market,how to improve user viscosity and retain users is of great significance.Based on TAM,ECT,Flow Theory,user experience key factor model and customer loyalty driving factor model,this paper establishes user viscosity model of tourism APP booking business.Taking Ctrip Travel APP as the research object,the questionnaire was sent out through the questionnaire star network platform,and the sample data were collected and analyzed quantitatively.Research shows:(1)User viscosity of tourism APP booking business is mainly affected by user perceived usefulness,user perceived ease of use,product characteristics,emotional response,user’s willingness to continue using,user trust.(2)According to the influencing factors model of user viscosity in tourism APP booking business,the factors such as perceived usefulness,product characteristics and emotional response of tourism APP users positively affect users’willingness to continue using.Perceived ease of use negatively affects users’ willingness to continue using.When the users of tourism APP enter the deep experience stage from the initial experience stage and have the long-term use intention,the users’ continuous use intention and user trust positively affect the users’ viscosity of tourism APP booking business.(3)It is suggested that Ctrip Travel APP optimize the interface,introduce visualization technology,improve the efficiency of booking system,upgrade the quality of service,improve the emotional dependence of users,enhance the communication between users,and enhance the trust of users with the help of brand advantages.(4)Then five management enlightenments for similar tourism APP are put forward,which are to improve the interface design and block function,to strengthen the development and maintenance of system usefulness and ease of use,to improve service quality,to cultivate user dependence,to enhance communication with users,to enhance user’s emotional dependence on tourism APP,and to enhance user’s trust in tourism APP.