In the era of mobile Internet, more and more people choose tourism products through online tourism platforms At the same time, the rapid growth of negative reports in recent years is seriously affecting the reputation of the platform. Aiming at the quality of online tourism service, this paper constructs an online tourism service quality factor system based on customer perception, determines the causality and weight matrix among the influencing factors, establishes a fuzzy cognitive map model, and carries out dynamic simulation of multiple causality. The key influencing factors of online tourism service quality are obtained as follows. Service types are comprehensive, providing information consultation, upgrading and updating, payment security, data and information security, customer rights and interests protection, service friendliness and evaluation processing. In order to better understand the relationship between the various factors affecting service quality and the degree of impact, predict the focus of service quality improvement, and provide a reference for related enterprises to improve service quality.
Xu, Lan and Lu, Xianlei, "Research on Influencing Factors of Online Tourism Service Quality Based on Fuzzy Cognitive Map" (2019). WHICEB 2019 Proceedings. 40.