旅游网站的粘性及其影响因素研究------以途牛网为例摘要旅游业是信息密集型的服务产业，随着互联网技术的应用，使得旅游信息传播范围更加广泛、快速，现在很多旅游爱好者通过旅游网站来分享旅游经验、交流出游心得、找寻志趣道合的驴友结伴同游，旅游网站丰富的出游信息、灵活便捷的交流方式，已经逐渐被旅游爱好者所认可，此外旅游者在出行前能很快搜集到旅游目的地的信息，这也带来了极大的便利性，旅游网站凭借各位游客的游记分享、目的地答疑等互动版块为旅游者提供了出行前的参考信息。随着网络技术的快速普及，旅游网站势必会成为旅游者经常光顾的网络虚拟社区。然而，目前中国的许多旅游网站都面临着无法保持客户的粘性和严重流失用户的问题。许多旅游网站用户访问和使用的网站只是一次性的,暂时的,缺乏访问社区的意愿和重复访问行为,从虚拟网站的盈利模式看,保持一定数量的用户是其可持续发展的基础。因此，如何挖掘用户信息，提高用户的粘性，防止用户流失是旅游网站关注的重点。关键词：粘性分析；旅游网站；途牛网StudyontheStickinessofTourismWebsitesanditsInfluencingFactors-----TaketheWayCattleNetworkasanExampleAbstractTourismisinformationintensiveserviceindustry,withtheapplicationofInternettechnology,widerangeoftourisminformationtransmissionrange,fast,nowalotoftravelersthroughthetravelwebsitetosharetheexperienceoftourism,travelexperienceexchange,tofindwaysofnetfriendsmulti-worlds,travelwebsitesabundanttravelinformation,flexibleandconvenientwayofcommunication,hasgraduallybeacceptedbythetravelersandtouristscanquicklygatheredinfrontofthetraveldestinationinformation,thishasbroughtgreatconvenience,travelwebsitesharewithfellowtouriststravel,destination,answeringquestionssuchasinteractivesectionforthetouriststoprovidethereferenceinformationbeforeatrip.WiththerapidspreadofInternettechnology,thetravelwebsitewillbecomeavirtualcommunityfortourists.However,manytravelwebsitesinChinanowfaceproblemsthatcan'tkeeptheircustomers'stickinessandseriouslossofusers.Manytouristsiteuserstoaccessandusethewebsitewasaone-off,temporary,lackofaccesstothewillofthecommunityandrepeatedaccessbehavior,lookfromtheprofitmodelofvirtualwebsite,tokeepacertainnumberofusersisthefoundationofitssustainabledevelopment.Therefore,howtoexcavatetheuserinformation,improvetheuser'sviscosity,andpreventuser'slossisthefocusofthetravelwebsite.Keywords：Viscosityanalysis；Travelsites；Waycattlenet目录1引言............................................................11.1研究背景........................................................11.2研究意义........................................................21.3国内外研究现状分析..............................................21.4研究方法........................................................32相关理论回顾....................................................42.1消费者的网站使用粘性研究........................................42.2旅游网站的粘性研究..............................................43旅游旅游网站粘性研究理论模型.................................63.1分析性因素......................................................63.1.1信息价值......................................................63.1.2便利性........................................................63.1.3感知成本......................................................63.1.4感知风险......................................................73.2直觉性因素：....................................................73.1.1时尚性........................................................73.3粘性...........................
