Research On The Impact Of Overload On Travel Intention In Tourism Recommendation System Based On SSO Framework

Although Travel Recommender System brings convenience to users,there is a phenomenon of "perception overload".Perceived overload will cause negative emotions of users and affect consumer decision-making.At present,there are some controversies about this topic,and there is still much room for research.This thesis attempts to build a moderated intermediary model based on the cognitive load theory and the stressors-burden-result model(SSO)framework,introducing two variables of burnout and resilience.A total of 390 valid data were collected through online questionnaires,and the data were empirically analyzed using statistical analysis software such as SPSS and AMOS.The results show that:(1)Information overload and social overload in tourism recommendation system have a significant negative impact on travel intention;However,the overload of system function has no significant impact on travel intention;(2)Tourism recommendation system burnout has a significant mediating effect in the process of the influence of information overload and social overload on travel intention;(3)Psychological resilience has a significant negative regulatory effect between information overload,social overload and tourism recommendation system burnout.By discussing the logical relationship between the overload,burnout,willingness to travel and psychological resilience of the tourism recommendation system,it aims to provide reference ideas and suggestions for the operators of tourism e-commerce platforms and marketing personnel of tourism enterprises to carry out differentiated operation,precision marketing and enhance user stickiness.Finally,this paper makes a summary and outlook,and puts forward several suggestions according to the research results:(1)Tourism enterprise marketing should focus on alleviating information overload.In the process of marketing,tourism enterprises should grasp the characteristics that consumers’ cognition conforms to the schema theory,integrate various different information elements into a unified information source,so as to avoid perceived information overload as much as possible;(2)The algorithm of tourism recommendation system needs to be improved in terms of differentiated push information.Developers of tourism recommendation system need to pay attention to the improvement of recommendation system algorithm and pay attention to the difference of psychological resilience of different individuals;(3)Tourism enterprise managers should pay attention to alleviating social overload.Tourism enterprises should pay attention to improving the interactive way of product evaluation among consumers,and then increase the conversion of potential customers in tourist attractions.