Evaluation Of Tourism Webiste Trust Degree And Its Influencing Factors

In recent years,the competition of tourism websites has become increasingly fierce due to their adding amount.However,tourism consumers cannot objectively inspect and evaluate tourism products before using them,and cannot exchange them if they are not satisfied after consuming them.Therefore,consumers pay special attention to the credibility of websites.For many operators of tourism websites,the crucial link is to continuously improve their brand reputation.This paper has selected the evaluation of tourism website trust and its influencing factors as the research object,which has very important practical significance for tourism websites to improve service,attract more tourists and enhance website brand image.Taking Ctrip as an example,this paper uses questionnaire survey and statistical analysis to evaluate and analyze the credit degree of tourism websites,and further discusses the influencing factors of trust degree and its structural relationship.The results show that consumers’ credit in Ctrip is fair,and the overall reputation demonstrates several significant differences in age,education background,occupation and income level.In terms of age,the age group consists of 22-year-old and below have the highest credit in Ctrip,and the lowest falls in the age group between 51 and 60.In terms of academic qualifications,the trust of the college graduates students have the highest degree of trust in Ctrip,and primary school graduates coming in lowest.In terms of occupation,civil servants have the highest trust in Ctrip,and workers ranking last.In terms of income level,people with income between 6001 and 8000 yuan have the highest trust in Ctrip,and people with income between 2001 and 4000 yuan rank lowest.From several correlation analysis,we can find that there are different degrees of correlation between influencing factors and trust.While some regression analysis shows that website usage frequency,online comments,payment convenience,service quality,website information reliability,price and privacy protection have different degrees of influence on the trust degree of websites.Among them,its usage frequency has exerted the greatest influence,followed by online comments and payment convenience.In addition,service quality,website information reliability and price also play a certain role,while privacy protection has the least influence.On the basis of the above conclusions,from the six aspects of online comment,payment convenience,service quality,information reliability,transaction price and privacy protection,the paper puts forward feasible improvement suggestions for Ctrip,including: standardizing online comment information of website,enhancing the convenience of website payment,perfecting the service quality of the website,ensuring the reliability of website information,moderately reducing the transaction price of website,pay attention to the privacy protection of the website,aiming at enhancing its core competitiveness.