Analysis of the Current Situation of Tourism E-commerce Marketing in the Context of Information Technology and Research on Innovative Strategies
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Jun 05, 2025
About this article
Published Online: Jun 05, 2025
Received: Jan 26, 2025
Accepted: May 07, 2025
DOI: https://doi.org/10.2478/amns-2025-0962
Keywords
© 2025 Rongyan Xu et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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Figure 8.
Some scenic spots online ticket booking is open
| Scenic spot | Go where App | Run out App | Flying pig App | Ctrip App | Road cow App |
|---|---|---|---|---|---|
| 1 | 0 | 1 | 1 | 0 | 0 |
| 2 | 0 | 0 | 1 | 1 | 1 |
| 3 | 1 | 1 | 0 | 0 | 0 |
| 4 | 0 | 0 | 1 | 0 | 1 |
| 5 | 0 | 0 | 1 | 1 | 0 |
| 6 | 1 | 0 | 0 | 1 | 1 |
| 7 | 0 | 0 | 1 | 1 | 0 |
| 8 | 1 | 0 | 1 | 0 | 1 |
| 9 | 1 | 0 | 1 | 1 | 1 |
| 10 | 0 | 0 | 0 | 1 | 0 |
The correlation between the factors and the overall customer satisfaction
| Variable | Overall travel satisfaction | ||
|---|---|---|---|
| Correlation coefficient | Standard error | P value | |
| Usability | 0.292 |
0.023 | 0.000 |
| Location perception | 0.248 |
0.029 | 0.004 |
| Information is accurate and timely | 0.313 |
0.024 | 0.002 |
| Interactivity | 0.276 |
0.026 | 0.001 |
| Low cost | 0.239 |
0.03 | 0.001 |
| Design aesthetics | 0.213 |
0.03 | 0.005 |
| Safety | 0.317 |
0.02 | 0.000 |
| Play personalization | 0.343 |
0.034 | 0.000 |