Research On The Willingness To Use Smart Tourism System Of Scenic Spots From The Perspective Of Perceived Value

At present,the major tourist attractions have been carrying out intelligent construction.On the one hand,they are in line with the trend of the times and enhance their own competitiveness;on the other hand,through the collection of big data,they can realize the healthy and sustainable development of scenic spots,and promote the transformation and upgrading of scenic spots.However,the high cost of investment has not been readily accepted by tourists,and the existing smart tourism system of scenic spots cannot effectively obtain tourist information to achieve the purpose of building a smart scenic spot.Under this background,analyze the tourists' willingness to use the smart tourism system in the scenic spot and construct a research model to unearth the factors that really affect the tourist's willingness to use,and propose suggestions based on the research conclusions to improve the utilization rate of the smart tourism system in the scenic spot and promote the sustainable development of the scenic spot Development has both theoretical value and practical significance.This article first sorts out the development context of smart tourism at home and abroad,and reviews the research results of users of information systems.Based on the qualitative research of grounded theory,the hypothesis that task technology matching,perceived gain,perceived loss,and perceived value affect the willingness to use the smart tourism system in the scenic spot is proposed.At the same time,combining the characteristics of Chinese tourism situation and smart tourism,social impact and personal innovation are added as moderators to the overall model,making the research model more suitable for smart tourism situations.In the research method,a combination of qualitative research and quantitative research was adopted.The interview texts were rooted through Nvivo11.0,and then a questionnaire is designed and empirical analysis based on the research results.The article's innovation is mainly reflected in the perspective of the perceived value of tourists,using the grounded theory to explore the influencing factors,and exploring the influencing factors and influence paths of the tourist willingness to use the smart tourism system in theperspective of the value of tourists.The research results show that:(1)The factors affecting user acceptance of the smart tourism system in the scenic area include task technology matching,perceived gain,perceived loss,perceived value,social impact,and personal innovation.Perceived ease of use and perceived entertainment consist of perceived profit and loss composed of perceived risk and perceived cost.(2)The task technology matches positively the dimensions of perceived profit,and has a negative impact on perceived risk.(3)Each dimension of perceived gain has a positive impact on perceived value,and each dimension of perceived gain has a negative impact on perceived value.(4)Perceived usefulness and perceived entertainment have a significant positive impact on the willingness to use,perceived risk has a significant negative impact on the willingness to use,and perceived value has a significant positive impact on the willingness to use.(5)Perceived value plays a full mediating role in the two paths of "perceived ease of use ? willingness to use" and "perceived cost ? willingness to use".(6)Both social impact and individual innovation have significant regulatory effects in the path of “perceived value ? willingness to use”.