地方智慧旅游公共服务平台持续使用意愿研究

A Study on the Continuous Usage Intention of Local Smart Tourism Public Service Platforms

地方智慧旅游公共服务平台的建设和运营已经成为各地全域旅游建设与发展的重要组成部分,但是平台的持续使用一直是学术和行业界讨论的重点。文章以“游云南”平台为案例,基于刺激-机体-反应理论框架,运用混合研究方法对地方智慧旅游公共服务平台的持续使用意愿进行研究,并提出“因素-感知-使用”地方智慧旅游公共服务平台持续使用意愿综合分析模型,得到如下研究结果。1)在地感知、地方依恋均能够显著提高游客对地方智慧旅游公共服务平台的感知信任和情感依恋,进而提高满意度。其中,平台情感依恋在提高平台持续使用意愿方面具有显著正向作用。具体而言,在地感知会通过信息拓展、形象匹配之机制,地方依恋会通过情感外溢、期待满足之机制促进平台情感依恋和信任的产生,并最终提高持续使用意愿。2)功能集群、享乐体验均能够显著提高游客对地方智慧旅游公共服务平台的感知有用性、感知易用性和感知信任,进而提高游客使用满意度,最终提高持续使用意愿。功能集群通过“信息全面、减少成本”之机制,享乐体验通过“逃离惯常、精美设计”之机制影响游客对平台的积极感知。

With the ongoing modernization of national governance and the rapid development of Digital China initiative,the concept of comprehensive tourism has emerged as a new model for promoting the coordinated growth of the tourism economy and social development in various provinces.The establishment and operation of local smart tourism public service platforms have become integral to the construction and development of comprehensive tourism across different regions.However,ensuring the continuous usage of these platforms remains a key concern among scholars and industry professionals.Currently,all 31 provincial administrative regions in China have implemented and enhanced their local smart tourism public service platforms,which have played a crucial role in fostering the development of digital cities,comprehensive tourism,and innovation in cultural and tourism scenes.Despite substantial investments and efforts in construction,the effectiveness of local smart tourism public service platforms has been less than satisfactory.For instance,the“Go-Yunnan”App has significantly lower download volumes on the Android App store compared to platforms like Ctrip and Qunar.This raises a common question in academic and industry circles:What factors actually influence the continuous usage of local smart tourism public service platforms?Therefore,this paper focuses on the case of the“Go-Yunnan”App and adopts the SOR(stimulusorganism-response)theory framework and a mixed research method to investigate the continuous usage intention of local smart tourism public service platforms.It introduces the“E-P-U”(elementsperceptions-use)comprehensive analysis model for understanding the factors affecting the continuous usage intention of these platforms.The research findings reveal the following.(1)Local perception and place attachment significantly enhance tourists'perceived trust and emotional attachment to the local smart tourism public service platform,leading to increased satisfaction.Emotional attachment,in particular,has a significant positive impact on the intention for continuous usage.Local perception facilitates the development of emotional attachment and trust through mechanisms such as“information expansion and image matching.”Similarly,place attachment fosters emotional attachment and trust through mechanisms like“emotional overflow and expectation satisfaction.”Ultimately,these factors contribute to an increased intention for continuous platform usage.(2)Functional cluster and hedonic experience have a significant influence on tourists'perceived usefulness,perceived ease of use,and perceived trust in the local smart tourism public service platform,thereby enhancing tourists'satisfaction and ultimately increasing the intention for continuous usage.Functional cluster affects tourists'positive perception of the platform through mechanisms such as“providing comprehensive information and reducing costs”,while hedonic experience influences their positive perception through mechanisms like“providing an escape from the ordinary and offering exquisite design.”The research findings of this paper underscore the significance of perception and attachment,highlighting that enhancing tourists'emotional intensity towards local perception and place attachment is a crucial factor in fostering continuous usage behavior of local smart tourism public service platforms.Additionally,functional cluster and hedonic experience are also influential factors that impact the intention for continuous platform usage.Therefore,local smart tourism public service platforms should conduct comprehensive evaluations of their own strengths and weaknesses in terms of functional cluster elements,hedonic experience elements,and local emotional elements,and implement targeted optimizations and improvements.In conclusion,the research conclusions of this paper have important implications in two aspects.Firstly,they contribute to enhancing the government's regulatory effectiveness on the supply side of the“Go-Yunnan”App and expanding tourism service scenarios on the demand side.Secondly,the research findings of this paper provide significant practical guidance for other provinces and cities in terms of adjusting the objectives and strategies of local tourism platform marketing,as well as optimizing platform functionalities and system development.