信息技术赋能下数字平台使用对生态旅游参与意愿的影响研究OA

With the deep empowerment of information technology in the tourism industry,the resource quality and interactive experience of digital platforms have become key factors shaping tourists'intention to participate in ecotourism.Drawing on the Stimulus-Organism-Response(SOR)framework and the Technology Acceptance Model(TAM),this paper took potential tourists of digital ecotourism as the research object,and used Partial Least Squares Structural Equation Modeling(PLS-SEM)to test the mechanism of the effect of digital platform use on tourists'willingness to participate in ecotourism and their information-sharing behavior.The study found that:(1)Both platform resource quality and interaction channels significantly enhanced tourists'technology acceptance,with platform resource quality exerting a stronger effect,its path coefficients for perceived ease of use and perceived usefulness were 0.628 and 0.387,respectively.(2)Perceived ease of use and perceived usefulness both had significant positive effects on tourists'ecotourism participation intention,whereas insecurity had a negative effect.(3)Tourists'ecotourism participation intention further promoted information-sharing behaviour,and the effects of platform resource quality and interaction channels on information-sharing behaviour were mainly transmitted indirectly through technology acceptance and participation intention,thereby confirming a transmission path of"technological stimulus-psychological cognition-behavioural response".Policy implications:Digital platforms for ecotourism should strengthen content ecosystems construction and improve the authenticity,professionalism and contextual presentation of information,optimise interaction processes and functional design to lower usage barriers and reduce insecurity,and build collaborative digital governance mechanisms among multiple stakeholders to facilitate ecotourism participation,information diffusion and sustainable development.