Research On The Development Level Of Tourism E-commerce In Xinjiang

In recent years,the number of users of online travel bookings in China and the usage rate of Internet users of online travel bookings have been increasing.As of December 2018,the number of online travel booking users in China reached 41.01 million,and the usage rate of Internet users of online travel bookings reached 49.5%.At the same time of the rapid development of online travel in China,relying on the unique advantages of tourism resources,the development of tourism e-commerce in Xinjiang has also been mentioned as a strategic height.In 2016,the Science and Technology Department of the Autonomous Region launched the “Key Technology R&D and Demonstration of Xinjiang Tourism Industry Chain Information Service System”.In 2017,the Tourism Development Committee was established to develop the “Xinjiang Tourism” APP.The local governments opened the WeChat public account and issued relevant plans to promote the development of tourism e-commerce in Xinjiang.Under this background,researching on the development level of tourism e-commerce in Xinjiang has an important role in promoting the development of tourism e-commerce,integrating regional resources,speeding up smart tourism and global tourism construction,and enhancing the competitiveness of tourism industry.Firstly,this paper discusses the development status and existing problems of tourism e-commerce in Xinjiang.Secondly,this paper fully considers the innovation diffusion theory and technology-organization-environment(TOE)framework theory,based on the framework of OECD e-commerce development level measurement,combined with the deep development and characteristics of Xinjiang tourism ecommerce,initially constructed the evaluation index system of Xinjiang tourism ecommerce.Through scientific methods,this paper screens out the final index system with three first-level indicators and 12 second-level indicators,and tests the reliability and validity of the final evaluation index system of Xinjiang tourism e-commerce.Thirdly,the entropy weight method is used to determine the weights of the index system,and the comprehensive evaluation of the tourism e-commerce development level of 14 prefectures in Xinjiang is carried out.The main conclusions are as follows: First,the overall development level of tourism e-commerce in Xinjiang is low,and the regional development is uneven.Second,the overall environmental support is good,and the performance of the northern Xinjiang region is outstanding.Third,the overall penetration of application is relatively good,and the gap between states is huge.Fourth,the development potential needs to be further stimulated.On the basis of comprehensive evaluation of tourism e-commerce development level of 14 prefectures in Xinjiang,the cluster analysis of the development level of tourism ecommerce in 14 prefectures in Xinjiang is carried out.The results show that the development level of tourism e-commerce in 14 prefectures in Xinjiang can be divided into three gradients,among which the tourism e-commerce development level of Urumqi is the best,and it is the leading state in the development of tourism ecommerce in Xinjiang.Finally,this paper puts forward suggestions for improving the development level of tourism e-commerce in Xinjiang.