Research On The Influencing Factors Of Online Tourism Website Service Quality

The demand for online tourism is growing with the wide use of the Internet and mobile terminals.The emergence of online tourism websites has had a profound impact on the way of tourists' travel.Online tourism market has gradually developed into a comprehensive market of multi-directional tourism products and services,and online tourism websites are also developing towards diversification.However,with the increasing number of online travel websites,the volume of online travel business is increasing.The quality of service problems of online travel websites is frequent,which cannot satisfy tourists' needs well.Nowadays,the quality of online travel website has become the bottleneck restricting its development..Improving service quality has gradually become an important strategy for online tourism websites to maintain market vitality and competitiveness.Therefore,it is becoming more and more important to explore the factors that affect the quality of online tourism website service.This paper is divided into five parts:the first part is the introduction,mainly on the research background and significance of the study content is discussed;the second part is literature review,mainly related to the definition of tourism e-commerce,online tourism,service quality,service quality and online discussion about tourism e-commerce,online travel and online tourism website service quality research and related model analysis;the third part is the research hypothesis,this part constructs the research model,this paper put forward the hypothesis,and the design and modification of the questionnaire on the basis of the above theory;the fourth part is empirical analysis,validity analysis and regression test of the model and the assumptions in this paper;the fifth part is the conclusion of the paper.Through the full text of the study,it is known that the tangible factors have a positive impact on the online tourism website service quality,of which the economic impact is the most significant.In view of the above research conclusions,this paper puts forward some suggestions on improving the service quality of online tourist websites from 8 dimensions,such as tangible,and carries out the research prospect.