Research On The Influencing Factors Of The Value Of Smart Tourism Network Service Platform

With the development and changes of computer technology and the surge in the number of network service platform projects,digital technology projects that integrate public services and network service platforms are also constantly emerging,enriching,and transforming the information transmission methods that closely connect public services with people’s needs.The smart tourism network service platform integrates the traditional business model of the tourism industry with public services,using digital means to provide tourism-related commercial and public information services to tourist users anytime and anywhere.It is not only a re-integration of management mode,but also a transformation and enrichment of service methods.In a short period,it has gathered a large number of user groups representing different industry relationships and different network service platform projects,The social impact is extensive.The entire process of project management cannot be separated from the investment and operation of funds.The smart tourism network service platform project is a public network service platform project that integrates large-scale information technology and business operation models,with a wide base of tourist users.The core issues of this study are whether there is a causal relationship between the marketing strategy of the project and customer relationships on project performance,the extent of the impact,and how to quantify project value based on this.With the rise of online marketing activities,the relationship between online service platforms and customers has always been a problem,and research on customer satisfaction,customer loyalty,and customer value continues to emerge and become popular.As a network service platform project,"Smart Tourism" not only needs to serve customers and platform users but more importantly,marketing customers and platform users.While reasonably meeting the needs of customers(users),the project strategy is implemented to achieve project performance and project value.Therefore,how to maintain a good relationship with customers(users),meet their needs,integrate project strategy with customer business strategy,and achieve project performance and value for network service projects,especially for smart tourism network service platform projects,is an urgent problem to be solved in project management.This study takes the users of network service platform projects as the basis for measuring customer lifetime value and uses customer lifetime value as an intermediary variable to measure its impact on project strategy and performance,and ultimately calculate project value.This study is based on the core of a smart tourism network service platform that provides tourism information services with serving tourist users as the core.It analyzes the influencing factors of the customer lifetime value of the smart tourism network service platform,including four dimensions: transaction value,recommendation value,knowledge value,and network value,basing on customer lifetime value as an intermediary variable,establishing a theoretical model and research hypothesis of "project strategy vs.customer lifetime value vs.project performance".Firstly,the Interpretative Structural Modeling Method is used to determine the model hierarchy and form a multi-layer structural equation model diagram.Then,an empirical study was conducted on the mediating role of customer lifetime value in marketing strategy and operational performance using a multi-layer structural equation model.Afterwards,the Analytic Network Process method was used to quantify the relationship between marketing strategy,customer lifetime value,and operational performance influencing factors.The quantitative relationship value was applied to calculate the market potential value of the Yunnan Smart Tourism Network Service Platform project,and a market share comparison method for user download volume was developed.A project value calculation formula was established to calculate the value of the 2018 "Tour Yunnan · One Mobile Tour Yunnan" project.Furthermore,the value performance score was calculated and compared with the project performance score at the time,and it was found that the two results were very close.Research has shown that the method of calculating project value using the "comparison of user download volume and market share" is feasible.Subsequently,this article utilizes this method to allocate project planning funds and proposes strategies and suggestions for enhancing the value of smart tourism network service platforms related to this study.This study attempts to use Interpretative Structural Modeling Method to analyze the hierarchical relationships among influencing factors,to determine the multi-layer structural equation model diagram.In future research,other more effective methods can be adopted to determine the hierarchy of the model while considering more influencing factors.This study attempts to introduce the implicit correlation coefficients in the calculation results of the multi-layer structural equation model as pairwise comparison data of various influencing factors into the analytic network process method.The influence weights obtained from the analytic network process method are applied to the case to obtain feasible project value calculation results,which verifies the feasibility of a series of calculation methods in the case application,including the feasibility of the implicit correlation coefficients,However,it has not been confirmed whether the implicit correlation coefficient is fuzzy data,and further research is needed in future.This study attempts to compare the structural equation model calculation results of the maximum likelihood method and Markov chain Monte Carlo Bayes method in statistical analysis.The two methods are consistent in proving the mediating effect,with only slight differences in the specific degree of influence of each influencing factor.In addition,regarding the case application of influencing factors on the value of smart tourism network service platforms,the feasibility of the calculation method is only verified by taking the project value of project planning performance as an example.More relevant applications have not been attempted and further in-depth research is needed.