文化视角下政府旅游官网信息服务优化研究

Optimization Research on the Information Services of Chinese Government Tourism Gateway Websites Based on Culture Value

为解决我国政府旅游官网在消费者中高初始信任、低访问率及低持续信任的问题,本研究以文化价值为基础,运用多案例研究方法,对政府旅游官网的行政管理者、旅游企业从业者和一般消费者三个层面用户群展开访谈,探索政府旅游官网的感知持续信任的影响因素,搭建能增进消费者信任的政府旅游官网信息服务框架,构建政府旅游官网持续信任模型,从而实现提升消费者满意度,优化政府旅游官网服务,为后续的政府旅游官网信任的实证研究奠定基础。

In order to solve the problem of high initial trust,low visit rate and low continuous trust among consumers on the government tourism gateway websites(GTGWs)in China,based on culture value,used case studies,this article analyzed the influence factors of consumers’trust on GTGWs,and the way to improve consumer trust by adjusting information framework.With the in-depth interviews of users which including the administrative department of tourism,tourist enterprises and ordinary consumers,this paper found that it could promote consumer trust,and further improve the utilization rate,through tourism website adjusted information composition and content.Theoretical contributions are discussed.