The Relations Between Tourism E-commerce Maturity And Online Travel Reservation Intention

Recently, E-Commerce participates in the tourism, with its unique across time and space,convenience, low cost and wide spread.Tourism E-Commerce could meet the growingindividual needs of modern consumers with its aggregate nature, image, as well ashigh-speed、low-cost information processing capacity, and has brought a new opportunity fortourism industry.What’s the the relations between Tourism E-Commerce Maturity and onlinetravel reservation Intention?How to analyze the influence mechanism between them is theurgent problem for the online travel service provider.In the view of above,this paper adopts literature review and questionnaire survey asitsresearch methods.First,searched and analyzed the study about Tourism E-CommerceMaturity and online travel reservation Intention,then compared and summarized.Afterthat,questionnaire survey about the reservation Intention was made and started the SEManalysis.The result showed:(1) Tourism E-Commerce Maturity is the important factor for online travel reservationIntention, and this effect is achieved through customer trust and positive attitude, they havepositively effects on the intention of reservation.(2) The four dimensions of Tourism E-Commerce Maturity: customer-centric, transactionmechanisms, service response, and information quality, have positively influence on customertrust. Transaction mechanism is the largest utility, followed by the information quality.(3) The two dimensions of Tourism E-Commerce Maturity: customer-centric and serviceresponse, have positively influence on positive attitude. Service response is the largest utility.(4) Customer trust and positive attitude have positively impact on online travelreservation intention. There is no direct causal link between customer trust and a positiveattitude.The research provides recommendations for the online travel service provider.