Measuring sustainable development of intelligent tourism service system: analysis on the user's intention

The intelligent tourism service system will help strengthen the management of scenic spots, improve tourism efficiency, and help improve the tourism ecological environment. At present, there are few researches on intelligent tourism service system. This paper attempts to sort out the literature and build structural equation model based on UTAUT2 model (UTAUT is short for Unified Theory of Acceptance and Use of Technology) to analyze the factors that affect the users' willingness of use the intelligent tourism service system (ITSS) in scenic spots. The results show that (1) the effects of the factors affecting the users' intention to use the ITSS of tourist attractions are facilitating conditions (FC), social influence (SI), performance expectation (PE), and effort expectation (EE), (2) Both PE and EE can directly affect the user's intention to use ITSS, while EE indirectly affects the user's intention through PE. (3) SI and FC have a direct impact on the UI of ITSS. The simplicity of use on intelligent tourism application system products can significantly affect the user satisfaction index and product loyalty of the users. In addition, the usefulness factor of perception system and the risk factor of user perception system coexist, with the synergistic effect positively affects the ITSS and use behavior of the whole scenic spot. The main results provide theoretical basis and empirical support for the sustainable and efficient development of ITSS.