游客对武当山数字化使用意愿影响因素分析——基于结构方程模型

Analysis of Influencing Factors on Tourists’ Willingness to Use Wudang Mountain Digitization—Based on Structural Equation Modeling

摘要: 为了探究游客对武当山数字化使用意愿的影响因素，文章以湖北省内近两年有旅游经历的游客为作为调查对象，通过引入数字化服务使用情况和数字化产品使用情况两个潜变量，构建了游客对数字化使用意愿的结构方程模型。通过分析发现，不同性别与不同年龄段的游客对数字化的使用偏好存在一定的差异，而且数字化服务和产品的使用频率与数字化的使用意愿呈现正向相关。最后，基于调查分析和景区实际情况为武当山数字化发展提出相关建议。

Abstract: A structural equation model of tourists’ willingness to use digitalization with two latent variables, digital service usage and digital product usage, was developed in this paper. The aim is to explore the influencing factors of tourists’ willingness to use digitalization in Wudang Mountain. In this paper, tourists who have traveled in Hubei Province in the past two years are taken as the target of the survey. The analysis reveals that there are certain differences in digital usage preferences among tourists of different genders and age groups. Moreover, a positive correlation was found between the frequency of using digital services and products and the willingness to use digitalization. Finally, recommendations for the digital development of Wudang Mountain are proposed based on the survey analysis and the actual situation of the scenic area.