| The popularity of the Internet enhances people’s awareness of online tourism consumption, the rapidly development of online travel websites speeds up their market differentiation process, kind of which specifically relate to the outdoor independent travel are quietly rising up. On the other hand, people’s travel needs are constantly changing. Single and modeling product of travel agency can’t meet the individual needs, that’s why the independent travel which embodies autonomy and freedom has become people’s "new sweetheart". For these tourists, the degree of obtaining and mastering travel information largely matters the decision of go travel or not, and travel guide websites perfectly provide mass and fresh information services to them, which greatly affected the independent tourists’ travel intention.In fact, more and more tourists have showed a highly dependence on travel guide websites and its information in making independent travel plans. Based on this background, the study keeps a systemically view to explore the influence of travel guide websites on tourist’s independent travel intention. According to the literature, experts’ opinion and ISM group discussion, the study clarifies the impact factors, builds the related preliminary interpretive structure model. Combined with DEMATEL method, it deepens the analysis of the 16 inferior important factors’, which helps forming the final interpretive structural model. The empirical part of study extracts the factors involving online travel guide information, summarizes their contents, investigates the actual impact on independent tourists.At final, the study gets conclusions below:(1) The influence of travel guide websites on tourist’s independent travel intention is a 4 layer hierarchical system, of which the most direct impact factor is the trust propensity and the most profound impact factor is webpage accessibility;(2) 16 items of inferior impact factors’ important degree can be divided as four levels, the basic travel information and service travel information are lay in the fourth level which equals the most important level;(3) the empirical conclusion shows the most important impact content of basic travel information is safety precautions, for service travel information is online public praise/recommendation. Besides, according to the conclusion, the study puts forward suggestions for travel guide website’s long-term development from optimizing the website design, mastering the needs of users, checking the information quality, rationally utilizing the big data resources. |
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