互联网信息评价对游客信息行为和出游决策的影响研究

Impact of Network Information Evaluation on Tourists' Information-related Behavior and Travel Decisions

旅游业作为一个信息敏感性产业,其用户信息行为的研究逐渐得到学界重视,而网络的出现极大地改变了用户的旅游信息相关行为。在文献回顾的基础上,文章从用户对网络旅游相关信息的评价出发,探讨了影响游客网络信息参与和旅游决策的因素,建立了网络信息评价的量化评价模型,提出信息质量、信息渠道和信息表达3项信息评价的维度。通过问卷调查,获得了游客对互联网旅游信息各维度的评价、信息参与行为和网络信息对旅游决策的影响等信息。结构方程模型分析发现,游客对网络信息的评价会影响其网络信息的参与,进而影响其出游决策;对网络信息的评价也会直接影响其对出游决策的作用;网络信息不同维度的评价之间存在较强的相关关系。

Tourism is an information-sensitive industry and tourists＇ information behavior is becoming an important research topic. The popularity of network evaluation information has greatly changed this behavior. The literature study shows that there are only a few researchers specifically working on the evaluation of network information. The evaluation criteria for tourism-related information and traditional information have much in common. In this study we select 10 indicators to evaluate tourism-related network information and then suggest three dimensions based on their combined characteristics： information accessibility, information intrinsic quality, and information representational quality. Finally, we discuss the factors affecting tourists＇ network information behavior and their impact on tourists＇ decisions. Using Jiuzhai Valley as a case study, we conducted field research to find out tourists＇ attitudes to tourism- related network information, their information behavior, and the impact of network information on their tourism- related decisions. These hypotheses are： H1 ） tourists＇ evaluation of tourism-related network information has a positive effect on their information behavior; H2） tourists＇ evaluation of tourism-related network information has a positive effect on the impact of network information on their tourism-related decisions ; H3） there are correlations in two out of the three dimensions of tourists＇ evaluation of network information; and H4） tourists＇ information behavior has a positive effect on their decision making. Based on these hypotheses, we establish a structural equation model. The results of this model show that tourists＇ evaluation of network information will affect their behavior around information usage and this can help to mediate the effect of information evaluation on tourism- related decision making; show that an assessment of the network information will directly influence its effect on tourism-related decision making; and confirm that there are strong correlations between two out of the three dimensions of network information evaluation. The effects of the three dimensions are quite different. First, the intrinsic quality evaluation and representational quality evaluation have a significant effect on how network information impacts on the tourism-related decisions of tourists. Second, information representational quality has a direct effect on information behavior. Third, tourists＇ evaluation of information accessibility insignificantly affects their information behavior and tourism-related decisions, which does not agree with the original hypothesis. A possible reason is that in this paper we focus on the effect of the network information specifically, while the internet is a special channel for information transmission that has certain accessibility. Although in this study we fail to confirm the effect of information channels, when the research expands to multi-channel situations, information accessibility will be one important factor that affects tourists＇ information behavior and tourism-related decisions. The results show that tourists＇ network-related behavior is not just affected by the characteristics of tourists＇ factors ; their evaluation of information on the internet also plays an important role in their information behavior and has an effect on tourism-related decisions.