大学生自助旅游者网络旅游信息搜寻努力及影响因素研究

Study on Influencing Factors of University Students’ Online Self-help Tourists Travel Information Searching Effort

[目的/意义]旨在为大学生网络旅游信息搜寻提供支持,帮助旅游企业了解不同人群对旅游产品的特定需求,从而为旅游者提供更具个性化的旅游服务。[方法/过程]通过文献调查方法,确定互联网涉入、时间压力、搜寻态度、感知收益、感知风险、网络媒介6个因素作自变量,构建模型和假设,并通过问卷调查方法经过效度、信度、因子分析等,实证探讨这些变量对旅游者信息搜寻努力的影响。[结果/结论]研究发现,时间压力与自助旅游者网络旅游信息搜寻努力呈负相关,互联网涉入、搜寻态度、感知收益、感知风险、网页界面易操作性同自助旅游者的网络信息搜寻努力呈正相关,并在此基础上,提出了几点研究启示。

[Purpose/significance]The paper aims to provide supports for university students’online tourism information searching,and help tourism enterprises understand the specific needs of different groups of people for tourism products,so as to propose more personalized tourism services for tourists.[Method/process]By the method of literature investigation,the paper chooses six factors including Internet involvement,time pressure,search attitude,perceived benefits,perceived risk,and network media as dependent variables,constructs models and assumptions,and takes empirical study on the impact of these variables to the tourist information search effort based on the questionnaire survey method with analysis of validity,reliability and factor.[Result/conclusion]The results reveal that time pressure has negative correlation with online self-help tourists travel information search effort;Internet involvement,search attitude,perceived benefits,perceived risk and web interface operability have positive correlation with online self-help tourists travel information search effort.Based on these,the paper puts forward several research enlightenments.