| With the trend of informatization spreading all over the world,it has become an irresistible trend to strengthen the informationization construction of tourism industry.In this context,the Chinese government has also issued a series of policies to support the construction of tourism informatization,in order to promote the transformation and upgrading of tourism.In terms of tourist destination,with the rapid development of information technology represented by the Internet,the gradual popularization of network terminal devices,the large-scale increase in the number of Internet users,and other changes in the the social environment,the network has become the main channel of tourism information transmission through its advantages of high efficiency,low cost and large capacity.Although the tourism information resources under the network environment are large in capacity and rich in content,they also accompany many information quality problems.How consumers can identify real and effective information in the mixed information environment,and how suppliers can improve the quality of information services has become a topic of common concern in society.Tourist destination image has always been a hot topic,in essence,it is the impression and attitude of tourists after receiving relevant tourism information.It can be seen that there is an inseparable link between tourism information quality and destination tourism image.Therefore,this paper discusses under the network environment ‘information quality' and ‘tourism destination image' evaluation system,analysis of ‘information quality' impact on the tourism destination image formation,formulate appropriate online tourism information quality improvement strategy,become a destination to improve the tourism information service,shape good image of the path.Taking Kaifeng City as an example,based on the literature review,the research model and the measurement scale of ‘online tourism information quality' and ‘tourism destination image' were constructed;Through sampling survey,600 samples of tourists' evaluation information on Kaifeng online tourism information and tourism images were obtained;Then,the data was recorded into SPSS23.0,and descriptive analysis,factor analysis and multiple regression analysis were used to further analyze the data.Descriptive analysis shows that tourists are generally satisfied with the overall quality of Kaifeng online tourism information,and the scores of various measures are concentrated,the development is balanced,but there is no advantage construction.Tourists' evaluation of the cognitive image and affective image of Kaifeng tourism is at a satisfactory level,and the overall recognition of affective image is slightly higher than that of cognitive image.Factor analysis shows that the evaluation of Kaifeng online tourism information quality can be extracted 4 factors: ‘service and utility quality',‘design and representation quality',‘sensory and psychological experience quality' and ‘content quality',including information top scores on ‘quality of service and utility',‘quality content' scored lowest;In the evaluation of Kaifeng tourism cognitive image,3 factors were extracted: ‘basic tourism condition image',‘tourism attraction image',and ‘social environment image',tourists' evaluation of ‘tourism basic condition image' was the lowest;The 4 measures of affective image can be represented by 1 factor.Through multiple regression analysis,‘Kaifeng online tourism information quality has a positive significant influence on cognitive destination image' is partially established,among them,the ‘service and utility quality' has no significant effect on ‘tourism attraction image';The ‘design and representation quality' of Kaifeng online tourism information has no significant influence on the formation of the affective destination image,while the other quality dimensions have a positive and significant influence on the affective image;Under the cognition of online tourism information,the cognitive image of Kaifeng tourism has a positive and significant impact on the formation of affective image.In the end,in order to improve the quality of Kaifeng Internet tourism information service,combined with the analysis conclusions and the actual situation of Kaifeng,this paper puts forward some suggestions from 4 aspects: strengthening the content and security construction of information service,cultivating advantages,cooperating with government and enterprises,and establishing feedback mechanism.At the same time,the specific measures are given. |
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