基于在线旅游推荐信息的用户体验质量研究

A Study on User Experience Quality Based on Online Travel Recommendations

摘要: 在线旅游推荐信息的便捷性使得游客能够高效地搜索和了解旅游资源，同时获取交通路线和旅游花费等关键信息。然而，在互联网分享平台上，个性化推荐平台中旅游推荐内容的夸大现象导致游客的期望值不断攀升，而实际的旅游体验却往往未能达到预期，从而引发游客的不满。为了深入探讨基于在线旅游推荐信息的旅游体验质量问题，本研究采用关键事件法和马斯洛需求层次理论对收集到的事件进行分类分析，发现在线旅游信息在满足游客生理需求和自我实现需求方面引发的抱怨最为频繁。进一步地，本研究运用美国顾客满意度指数(ACSI)模型对基于在线旅游推荐信息的游客体验质量进行了实证分析。研究结果表明，在线旅游推荐信息的质量对游客的旅游体验质量具有正向影响；游客的预期对旅游感知质量和感知价值有显著的正向作用，但对游客体验质量的影响并不显著；感知质量对游客感知价值和游客体验质量均具有显著的正向影响，而游客体验质量对游客抱怨有负向影响，对游客忠诚度的影响则不显著。

Abstract: The convenience of online travel recommendation information enables tourists to efficiently search for and understand tourism resources, as well as obtain key information such as transportation routes and travel expenses. However, the phenomenon of exaggeration in travel recommendation content on internet sharing platforms leads to a continuous increase in tourists’ expectations, while the actual travel experience often fails to meet these expectations, resulting in dissatisfaction among tourists. To delve into the quality of travel experience based on online travel recommendation information, this study employs the Critical Incident Technique and Maslow’s Hierarchy of Needs to classify and analyze the collected incidents, revealing that online travel information most frequently triggers complaints in meeting tourists’ physiological needs and self-actualization needs. Furthermore, this study utilizes the American Customer Satisfaction Index (ACSI) model to conduct an empirical analysis of the quality of tourists’ travel experience based on online travel recommendation information. The results indicate that the quality of online travel recommendation information has a positive impact on the quality of tourists’ travel experience; tourists’ expectations have a significant positive effect on perceived quality and perceived value, but not on the quality of travel experience; perceived quality has a significant positive impact on both perceived value and the quality of travel experience, while the quality of travel experience has a negative impact on tourist complaints and an insignificant impact on tourist loyalty.