| The tourism industry has ushered in unprecedented development space and potential in recent years.This is because of people increasing willingness to travel,plus the continuous improvement of people's living standards.The tourism industry appears the trend of diversification,and the rise of "Internet + tourism" has also become an internal engine to promote development of tourism.The emergence of new forms of tourism not only provides the impetus and new growth points for the development of tourism,but also brings a powerful demonstration effect and vitality to the transformation and the upgrading of traditional tourism industry.Due to the rapid development of the Internet,tourism becomes a strategic pillar industry of national economy,and "smart tourism" has emerged.With the purpose to improve tourism service quality,especially tourism information services,diversifying and facilitating tourism information have become important issues for the tourism industry in the new era.The emergence of the tourism APPs just meets the needs of tourists who want to experience online service by a convenient way.Therefore,the online experiential value of tourists has become one of the important indicators of their influence on the satisfaction of the whole process of tourism.By exploring the relationship between the value of experience and satisfaction,this thesis is hoped to put forward relevant suggestions according to the research conclusions,so as to promote the sustainable development of online tourism.This thesis is divided into six chapters.The first chapter is the introduction,which mainly describes the research background and significance of this thesis,and introduces the research method,research content and technical routes.The second chapter is a literature review,which systematically expounds the relevant research progress of domestic and foreign scholars on online travel,experiential value,customer satisfaction and satisfaction index models.The third chapter comes to theoretical research part,which elaborates the development status of China's tourism industry and online tourism.The fourth chapter is about research design,which uses the interview method to obtain the influence index that can measure the value of tourists' online experience,and constructs the hypothesis model of experiential value and tourists' satisfaction.The fifth chapter is an empirical study,which verifies the hypothesis model by issuing questionnaires and analyzing the data with statistical methods.The sixth chapter comes to the research conclusion,which sorts out the results of the empirical analysis,comes up with relevant constructive suggestions,analyzes the shortcomings in the research and puts forward the prospect for the future research.On the basis of reviewing the research results of experiential value,customer satisfaction and tourist satisfaction,this thesis makes an empirical test of the proposed hypothesis by building a questionnaire with regard to the online experiential value and tourist satisfaction.A total of 268 valid questionnaires were collected.The statistical software SPSS23.0 was used to test the reliability and validity of the sample data,and through factor analysis,correlation analysis and regression analysis,hypotheses were tested and conclusions were drawn.Empirical research results indicate that there are five dimensions of the value of online experience of tourists,namely,experiential value of the price rationality,convenient experiential value,rich experiential value,interactive experiential value,and customized experiential value.Through correlation analysis,it is concluded that there is a positive correlation between the online experiential value of the five dimensions and the satisfaction of tourists.Regression analysis showed that five kinds of online experiential value exist linear relationship and have positive influence on the satisfaction of tourists.The influence from high to low in turn is experiential value of the price rationality,convenient experiential value,rich experiential value,interactive experiential value,customized experiential value.The effect values is 0.274,0.231,0.184,0.161,and 0.056 respectively.The results show that the price and convenience are still the priority factors affecting the tourist satisfaction.Tourists also pay more attention to the price factors and convenience factors of the products and services booked on tourism Apps,that is the reason choose online consumption.However,the effect value of rich experiential value,interactive experiential value and customized experiential value on tourists' satisfaction is relatively low,indicating that these three online experiential values have a slightly lower impact on tourists' satisfaction.Perhaps it is related to people's consumption concept,placing more weight on the substantial things.According to the conclusions of the study,this study provides relevant suggestions for improving tourist satisfaction.Firstly,making use of data to analyze users' behavior to grasp the advantages of satisfying tourists' experience,and to further improve user stickiness.Secondly,subdividing the online tourism products and services in a more precise way and precision marketing is the key to improve tourists' satisfaction.Thirdly,improving the relevant contents of online tourism products and services,reducing the user complaints,and use the consumers' satisfaction as a measure to find potential consumers.Finally,improving consumers' satisfaction by grasping the actual needs of users. |
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