Author(s)

Tu Wei

Corresponding Author

Tu Wei

Abstract

Online tourism information concern and product reservation have become the hot issues of online tourism research. With the help of factor analysis and structural equation model, this paper analyzes the characteristics of tourists' attention to online tourism route product information and its influence on their purchase intention. The results show: (1) Tourists pay attention to online tourism product information, which includes four dimensions: general elements of tourism products, comprehensive marketing elements, safe and efficient channels, and traditional marketing elements. Tourists are most concerned about the general elements of tourism products and traditional marketing elements. (2) There is a significant positive correlation between the general elements of tourism products, comprehensive marketing elements and tourists' willingness to buy. Moreover, there is a significant negative correlation between traditional marketing factors and tourists' willingness to buy. (3) When tourists buy online tourism products, they consider suppliers, the number of days of tourism routes, price, number of route purchases. Tourists are becoming more rational and cautious in purchasing low-cost tourism route products.

Keywords

Online tourism route; Information concern; Purchase intention; Influence