智慧旅游背景下智能化旅游行程规划软件使用的技术接受性对满意度影响路径的模型机理研究

A Study on the Model Path Mechanism of Technology Recognition Acceptance for Intellectualized Tourism Program Schedule Software on the Satisfaction Impact on the Background of Smart Tourism

随着新媒体信息化的提高和旅游市场需求的不断升级,旅行社产业发展智慧化已为必然趋势.旅游市场的激烈竞争、旅游需求的个性多样以及大数据的海量信息,使旅游行程规划进入了专业化和智慧化的快速发展时代.本研究通过国内外文献综述,基于技术接受模型理论,以旅行社联盟自主开发的智能化旅游行程规划软件开发为案例,对中国东中西部不同典型城市的旅行社计调人员进行了深度访谈和抽样调研,研究了旅游计调工作者对于智慧旅游行程规划软件技术接受的认知程度,研究发现智能化旅游行程规划软件的技术接受度的探索性主成分因子包括认知有用性、认知易用性、使用意愿性、使用满意度、认知质量性和主观规范性等.经过结构方程模型的验证性因子分析,建立了这6个维度之间影响的路径机理模型.本研究结果有助于智能化旅游行程规划软件的科学开发和升级完善,为旅游从业人员工作满意度以及客户使用满意度的智能化管理提供了科学有效的量化依据,拓展了智慧旅游研究的理论来源和多元视角.

The fierce competition in the travel industry,personalized needs of tourists and massive tourism information has led tour operation to a professional development phase.Under such background,the smart development of travel agencies is an inevitable tendency.This study used surveys to perform an empirical study on the tour operators'acceptance behavior toward a smart tour operation system,which is independently developed by a travel agency alliance.Based on literature review,this study combines technology acceptance model and satisfaction theories to construct a model of six variables,which includes perceived usefulness,perceived ease of use,perceived quality,subjective norms,user satisfaction and use intention.The study also proposed a hypothesis theory of the relationship between this six perception variables in order to set up impact path mechanism.The study result can expand the theory source and multi-review of smart tourism,provide managers of travel agencies and developers of the system with the update and management directions,which in turn can improve the tour operators'acceptance of the smart tour operation system.