Research On The Influence Of Online Traffic Information On The Travel Behavior Of College Students

The improvement of the economic level has enriched the material and cultural life,and people's tourism demand has increased significantly.Compared with the ordinary daily travel of residents,tourists are relatively unfamiliar with the tourist environment,so travel is more dependent on the support of traffic information.Secondly,in the intelligent decision support service,the information acquisition path is diversified.For the group of college students who are willing to accept new things,are more inclusive,and have lower economic conditions,they are more likely to use online traffic information frequently during travel.Therefore,in studying the influence of online traffic information on tourists' travel behavior,college students are selected as representative objects.The research can clearly judge whether online traffic information will affect the travel behavior of college students and their influence degree,enrich the theory of traffic and travel behavior,provide theoretical and technical support for optimizing the construction of message cities and tourism traffic planning,for forecasting and It provides an effective way to diagnose tourist traffic needs and to guide and manage visitor travel.This paper proposes research questions based on summarizing relevant research at home and abroad.Firstly,the characteristics of online traffic information search behavior and the characteristics of college students' travel behavior are discussed.The statistical analysis of questionnaires can be obtained:(1)Online traffic information search behavior characteristics: 90% of college students have online search traffic information before/in the travel Habits,and nearly one-third of people are traveling because they get important traffic information through the website.Map navigation software has become the most important way for college students to travel to obtain traffic information.College students are most likely to get suggested path information,followed by bus service information and transferable information.In addition,college students also expect to obtain road congestion information.More than half of college students will arrange their own travels with reference to traffic information.(2)Characteristics of college students' travel behavior: Most of the college students choose popular scenic spots with close travel distance as the tourist destinations,which are mainly subject to travel time and economic cost.The mode of travel is mostly by bus,followed by the subway,and the proportion of cars traveling is also higher.The form of travel is basically a self-scheduled individual travel,mainly considering freedom and convenience.Nearly half of college students choose to travel on weekends,and the length of stay is one day,and few people stay for six days or more.Secondly,it analyzes the influence of online traffic information on the travel behavior of college students in the destination.On the basis of rational behavior theory,technology acceptance theory,and perceptual trust-related research,the structural equation model is used to propose perceptual usefulness,perceived ease of use,subjective norm,perceptual trust positively affecting the use attitude and willingness to adjust for travel;Attitude is positively affecting the willingness of tourists to adjust their travels;There are 10 assumptions that affect the behavior of tourists.After that,the travel behavior data of college students were collected,and the hypothesis verification analysis was carried out using AMOS21.0.At the same time,the regression coefficient between each variable was also obtained,and finally the structural equation model of the influence of online traffic information on the travel behavior of college students was established.The conclusions are as follows:(1)Perceived usefulness,perceived ease of use,subjective norm,and perceived trust positively affect the use attitude,and perceived usefulness and perceived trust indirectly influence the willingness of college students to travel through the use of attitude;(2)Perceived usefulness Sexual and perceptual trust directly affects the willingness of college students to travel,and indirectly affects the travel behavior of college students through travel adjustment;(3)The attitude of use directly affects the willingness of college students to travel,and indirectly affects college students through travel adjustment willingness Travel behavior;(4)The willingness of college students to travel is directly affecting the actual travel behavior of tourists.Finally,according to the research conclusions of the influence of online traffic information on the travel behavior of college students,the following suggestions are proposed: First,improve the content of information release and promote the construction of tourism information infrastructure.Second,rationally plan the urban space environment and improve the level of urban construction.Third,effectively guide tourists to travel and improve visitor satisfaction.