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在线旅游是电子商务与传统旅游产业相结合而产生的全新旅游服务商业模式。目前,在电商服务质量研究领域,国内外学者侧重于研究与实物产品相关的网上购物门户网站等,而对于没有物流只有信息流的在线旅游服务业,电子服务质量问题研究尚且不够。由于在线旅游产业的特殊性,在线旅游服务质量必有与其他行业服务质量的不同特点。结合在线旅游产品特征,从用户体验角度出发,构建在线旅游服务平台质量评价体系对于促进我国在线旅游市场发展具有重要意义。
Online travel is a new travel service business model that combines e-commerce and traditional tourism industry. At present, in the field of e-commerce service quality research, scholars at home and abroad focus on the research of online shopping portal related to physical products, etc. However, there is still not enough research on e-service quality in the online travel service industry without information flow. Due to the particularity of the online travel industry, the quality of online travel services must have different characteristics from the service quality of other industries. Combined with the characteristics of online travel products, from the perspective of user experience, it is of great significance to construct an online travel service platform quality evaluation system to promote the development of China’s online travel market.