Tourists' Intention To Use Internet To Book Tour Guide Based On Technomogy Readiness Index And Technology Acceptance Model

With the advent of the information age,the integration of network technology and all walks of life has also entered a stage of prosperity.The online guide is a product of"Internet + tourism" and the liberalization of tour guides,increasing the employment opportunities of tour guides,improving the level of tour guide services,and providing flexibility and convenience for tourists.Based on the technology acceptance model,this study breaks through the previous research ideas based on the influence of technology functions on individual's use of technology,and focuses the research perspective on the influence of individual personality traits on intention to use technology.The article incorporates the technology readiness index which embody tourists' personality traits into the technology acceptance model,by analyzing the causal relationship between personality traits and perceived values,among them,personality traits include optimism,innovation,discomfort,insecurity,personality values include the perceived usefulness and the perceived ease of use.Finally,the authors determined the influencing factors of the tourists' intention to use internet to book tour guide.This research uses a combination of theoretical research and empirical research.Firstly,it establishes a theoretical model which explains the factors affecting tourists' intention to use internet to book tour guide.Then through questionnaire design and sample survey,it randomly surveys 335 visitors,using statistical analysis to validate relevant assumptions and models.The research results show that tourists' optimism,innovation and insecurity traits have an impact on tourists' perceived ease of use of guides;tourists' innovation traits have an influence on tourists'perceived usefulness;in addition,the main factors affecting the tourists' intention to use internet to book tour guide are perceived ease of use and technology readiness index.Based on the relevant research conclusions of this research,the author provides some reasonable suggestions for the tourism related departments,companies which operate the platform that tourists use it to book tour guide,and tour guides,promoting the improvement and development of online booking tour guide.