The Impact of Interactivity of Online Tourism
Websites on Customer Satisfaction
Yuexin Luo
Yucai Middle School
Shenzhen Yucai Education Group
Shenzhen, China
771403826@qq.com
Abstract—With the rapid development of tourism market,
the scale of online tourism users is increasing year after year,
and an increasing number of companies have desire for
sharing a slice from the tourism market, which make the
competition of the online tourism industry more and more
fierce. The most important thing for an online tourism
company is to improve the customer satisfaction if the
company intends to stand out from the industry. The
interactivity of online tourism website can attract and retain
customers, and can also enhance customer experience, which
leads to higher satisfaction and repurchase intention. This
study constructs a conceptual model and proposes some
hypotheses about the impact of the interactivity of online
tourism website on customer satisfaction. The authors conduct
surveys in the form of online questionnaire. Valid data
collected are analyzed by using the social statistics software
SPSS24.0, and structural equation modeling software
LISREL8.70. The results show that responsiveness of online
tourism website positively affects customers’ perceptual
experience and emotional experience, which further positively
influences their satisfaction, which may lead to customer
loyalty. However, neither bidirectionality nor controllability
has a significantly positive effect on customers’ emotional
experience and perceptual experience.
Keyword: Interactivity, Perceptual experience, Emotional
experience, Customer satisfaction
I、 INTRODUCTION
As one of the most concerned e-commerce modes,
online tourism is the early development form of "Internet +
mode" ， which has greatly exploited Chinese tourism
market and brought great opportunities to the development
of our tourism industry. According to the "China Online
Tourism Industry Research Report in 2018" issued by
Iresearch Consulting, the transaction scale of online tourism
market in 2018 exceeded 1.48 trillion RMB, compared with
1.17 trillion RMB in 2017, an increase of 26.3% over the
same period last year, reaching a new record. Over the years,
the online tourism industry has formed a complete industry
network with product segmentation, platform content and
resource integration as the profit-making mode through the
continuous integration of offline traffic. However, with the
gradual disappearance of the Internet population dividend,
the growth rate of online tourism industry has slowed down
accordingly, entering a relatively stable growth situation.
978-1-7281-1941-0/19/$31.00 ©2019 IEEE
Hanyang Luo*, Yuming Huang, Wei Huang
College of Management
Shenzhen University
Shenzhen, China
*Corresponding author: hanyang@szu.edu.cn
However, customer satisfaction is now generally low in
online tourism industry. According to the October 2018
complaint data of the 3·15 tourism complaint platform, 129
effective complaints were received, 108 of which were
related to online tourism enterprises, accounting for 83.7%
of the total complaints. Therefore, how to reduce customer
complaints and improve customer satisfaction has become
an urgent matter for online tourism enterprises. Among
many factors affecting customer satisfaction, the interaction
of online tourism websites plays a crucial role. Therefore, it
is of great practical significance to study the influence
mechanism of online tourism website interactivity on
customer satisfaction.
II、 LITERATURE REVIEW
A. Website interaction
Website interactivity is the interaction between websites
and consumers, which is believed to affect consumers'
behavioral intentions [1]. It is regarded as a basic
competency that contributes to the development of strong
relationships with consumers through the reciprocal
communication between systems and users [2]. In the study
of the role of website interactivity in online shopping,
website interactivity is divided into three dimensions:
controllability, responsiveness and bidirectionality [3]. In
this research, we adopt the above-mentioned dimensions of
website interactivity, and consider website interactivity to
be a subsection of interactivity, which is centered
exclusively on the interaction between websites and
customers.
B. Customer experience
Klaus et al defined consumer experience as customers’
dynamic continuous evaluation process of their perceptions
and responses to direct and indirect interactions with
providers and their social environment [4]. It is the result of
a customer's cognitive, affective, emotional, social, and
physical responses to elements that might or might not be
controlled by a product or service provider[5]. In this study,
we divide customer experience into perceptual experience
and emotional experience.
C. Customer satisfaction
From the perspective of cognitive evaluation, Cardozo
believes that higher levels of customer satisfaction may lead
to more repetitive purchasing behavior [6]. Galbreath
considers that customer satisfaction is an index to evaluate
the past, present and future, which is essential for improving
company performance [7].
From the perspective of emotional evaluation, Kuo et al
consider that satisfaction is a subjective emotion of human
beings, which is related to whether people feel happy or not,
and depends on their psychological performance and
expectations. If a product fails to meet his/her expectation,
the customer will be dissatisfied; if a product exceeds
his/her expectation, the customer will be satisfied [8].
III、 RESEARCH MODEL AND HYPOTHESES
A. Research model
Based on literature review, we propose a research model
about the impact of online tourism website interactivity on
customer satisfaction, as shown in figure 1 below.
Bidirectionality Perceptual Customer
experience satisfaction
Controllability
Emotional Customer
Responsiveness experience loyalty
Fig.1. Research model about the impact of online tourism website
interactivity on customer satisfaction
B. Research hypotheses
（1） Bidirectionalilty and Perceptual Experience
Bidirectionality refers to the two-way characteristic of
communication, that is, the two-way communication
between the sender and the receiver of information.
Perceptual experience refers to creating perceptual
knowledge for customers by stimulating their visual,
auditory and olfactory senses, mainly emphasizing sensory
comfort and ease of use, which is one of the dimensions of
customer experience.
Du's research finds that bidirectionality plays a more
obvious role in perceptual experience.When a website's
bidirectional communication is well done among customers,
it will directly lead to higher customer perception, and the
customer's perceptual experience will have a better effect
[9]. Therefore, the following hypothesis is proposed:
H1: The bidirectionality of online tourism websites has a
positive impact on customers' perceptual experience.
（2） Controllability and Perceptual Experience
At present, the mainstream online tourism websites
show good controllability to customers, which have a direct
impact on customers' perceptual experience. When using
these online travel websites, customers can quickly and
conveniently find the desired product or service information
under their own operation, and have a comfortable browsing
experience, avoiding the sense of disorder caused by the
diversification of products and services, which are the
strong controllable performance of online travel websites.
Therefore, the following hypothesis is proposed:
H2：The controllability of online tourism websites has a
positive impact on customers' perceptual experience.
（3） Responsiveness and Perceptual Experience
Zeithaml et al proposed an E-SQ model based on the
online tourism website, and summarized the characteristics
of the website into 11 evaluation indicators, such as
responsiveness, effectiveness, reliability, accessibility [10].
Responsiveness is a non-single-level concept composed of
response time and suitability. Simply speaking, the
responsiveness of online tourism website refers to the
waiting time and the appropriateness of the results obtained
by the customers in the process of using the website,
including the search response time of the information they
want to know, the response speed and quality of the
customer service. When customers can quickly find the
information they need and get the services they need in time
on the online travel website, their perceived value and
perceptual experience of the website will be better.
Therefore, the following hypothesis is proposed:
H3：The responsiveness of online tourism websites has
a positive impact on customers' perceptual experience.
（4） Bidirectionality and Emotional Experience
Yoo et al examined the relationships between three
dimensions of interactivity (controllability, synchronicity,
and bi-directionality) and consumers’ perceived value
composed of utilitarian and hedonic values on e-shopping,
and found that bidirectionality is a key interactivity feature
for consumers’ hedonic value creation in e-tailing service
settings [11], while customers' perceived hedonic value is
one of their emotional experience. If the website has good
and convenient bidirectional communication and customers’
questions can be solved easily, customers will be pleasant so
that they will feel the friendliness and affinity of the website
during their experience, which is a good way to stimulate
customers’ emotions, and give them a good emotional
experience. Therefore, the following hypothesis is proposed:
H4：The bidirectionality of online tourism websites has
a positive impact on customers' emotional experience.
（5） Controllability and Emotional Experience
The good controllability of websites makes customers
clearly know about the products and service information
they want when browsing the webs, and then judge whether
a product or service fits theirs own needs. Even if customers
use the website the first time, they can operate the entire
website quickly, so that it’s a ease and pleasure for them in
the process of using the website and it’s easy to feel the
website friendly and trustworthy, which will stimulate
customers' inner feelings and psychology, and give them a
better emotional experience. Zhong’s survey showed that
controllability in interaction has an obvious impact on
customer experience, and affects trust through perceptual
value [12]. Based on the above analysis, the following
hypothesis is proposed:
H5：The controllability of the online tourism websites
has a positive impact on customers' emotional experience.
（6） Responsiveness and Emotional experience
and found that only 36% of satisfied customers could
continue to interact with suppliers, and most unsatisfied
customers were basically lost. Heskett et al pointed out that
the profitability and revenue growth of enterprises mainly
come from customer loyalty, while customer loyalty is
directly affected by customer satisfaction [15]. Therefore,
we propose the following hypothesis:
H9: Customer satisfaction has a positive impact on
customer loyalty.
IV、 RESULTS AND DISCUSSION

The speed of responding to customers' requests, the A. Sample feature analysis

ability to answer customers' questions in time, and the All the questionnaires are sent out on the Internet. A
ability to provide effective information to actually solve total of 542 questionnaires are recovered. After careful
customers' problems will all affect whether customers feel examination, the unqualified questionnaires were excluded
happy when they use online tourism websites, thus affecting and a total of 516 valid questionnaires are finally obtained.
whether they will purchase products and services.
Unqualified responsiveness leads to customers' feeling that There are two principles for eliminating invalid
the website is unfriendly, which affects their mood and questionnaires : Firstly, there are deficiencies in the answers
emotional experience, even leads to the transaction failure to the questionnaires. Secondly, the filling time is shorter
and customers defection. Therefore, we propose the than 70 seconds. All the questionnaires are sent to the
following hypothesis: netizens to fill in. Young people are the main force of online
shopping. As well-educated young people are more likely to
H6:The responsiveness of the online tourism website has use the Internet and online travel websites, and are more
a positive impact on customers' emotional experience. likely to try and accept new things, at the same time they
（7） Perceptual Experience and Customer Satisfaction have certain consumption capacity, it's reasonable that the
main respondents are young people with undergraduate
Clear text and pictures, prominent overall layout, degrees. Basic characteristics of samples are shown in Table
convenient buttons, easy operation and so on, will stimulate I:
customers' perception, give them a good perceptual
TABLE .I Basic characteristics of samples
experience and pleasant online ordering mood, thereby subject option frequency Percentage
stimulating their positive emotions, and improving their Male 203 39.3%
satisfaction. In this study, we believe that the better Gender
Female 313 60.7%
customers' perceptual experience to online travel websites, Under 18 years old 8 1.6%
the higher their satisfaction with the websites. Based on the 18-25 years old 227 44%
above analysis, we propose the following hypothesis: 26-35 years old 129 25%
36-45 years old 103 20%
Age
H7 ： Perceptual experience has a positive impact on 46-55 years old 42 8.1%
customer satisfaction. Over 55 years old 7 1.4%
Full-time student 189 36.6%
（8） Emotional experience and customer satisfaction Enterprise staff 134 26%
Liberal professions 92 17.8%
Liu and Sun found that there was a significant positive Employees of
relationship between positive emotional experience and user Occupation
Government
51 9.9%
satisfaction [13]. Su's research results showed that Organs or
customers' consumption emotion and perception have Institutions
Other 50 9.7%
significant impact on the overall service quality and Below high school 27 5.2%
customer satisfaction [14]. In this study, we believe that the High school or
better customers' emotional experience to online travel technical secondary 46 8.9%
websites, the higher their satisfaction with the websites. Education school
Therefore, we propose the following hypothesis: Junior College 82 15.9%
Undergraduate 339 65.7%
H8: Emotional experience has a positive impact on Master and above 22 4.3%
customer satisfaction. No income at all 103 20%
Monthly
Under 2000 yuan 138 26.7%
（9） Customer Satisfaction and Customer Loyalty disposable
2000-3500yuan 135 26.2%
income
3501-5000yuan 140 27.1%
Cardozo proposes that customer satisfaction has a Never shop online 13 2.5%
positive impact on repurchase intention [6], which has been History of
Under 1 year 142 27.5%
confirmed by more and more scholars in different fields. Online
1-2 years 173 33.5%
Shopping
Motley tracked 10,000 Ford automobile users by telephone, 3-5 years 188 36.4%
B. Reliability Analysis TABLE .III Rotated Component Matrix

The reliability of the data collected from the component

questionnaire was analyzed by SPSS statistical software. 1 2 3 4 5
Reliability analysis is an effective method to measure SX1 .140 .293 .638 .074 .169
whether the comprehensive evaluation system has certain SX2 .096 .316 .696 .147 .074
stability and reliability, including internal reliability analysis SX3 .244 .040 .730 .167 .208
SX4 .279 .137 .684 .238 .124
and external reliability analysis. Internal analysis examines SX5 .218 .182 .680 .151 .187
whether a group of evaluation projects measure the same KK1 .133 .267 .211 .160 .669
characteristics and have high internal consistency. KK2 -.069 .238 .188 .408 .569
KK3 .187 -.009 .156 .181 .687
This paper mainly measures the internal reliability of the XY1 .144 .490 .195 .083 .486
questionnaire according to Cronbach Alpha coefficient. The XY2 .167 .553 .414 .151 .165
larger the coefficient, the higher the reliability of the XY3 .299 .490 .390 .035 .234
questionnaire. Table II is the reliability analysis results. The XY4 .334 .423 .198 -.008 .484
controllability of alpha is 0.675, which is low reliability, but XY5 .338 .515 .338 .033 .250
does not affect the correctness of the impact analysis. GZ1 .351 .645 .074 .226 .139
GZ2 .195 .637 .154 .344 .113
TABLE .II Reliability Analysis Table GZ3 .237 .665 .151 .294 .098
GZ4 .401 .596 .164 .201 .061
Factor Cronbach's Alpha
GZ5 .364 .541 .187 .149 .255
Bidirectional nature 0.837 GZ6 .166 .563 .309 .297 .092
Controllability 0.675 QG1 .294 .364 .180 .463 .218
Responsiveness 0.813 QG2 .220 .210 .095 .658 .280
Perceptual experience 0.864 QG3 .234 .270 .141 .714 .083
QG4 .260 .119 .204 .665 .113
Emotional experience 0.814
QG5 .345 .207 .288 .482 .132
Customer satisfaction 0.866 MY1 .579 .285 .190 .280 .229
Customer loyalty 0.781 MY2 .598 .227 .172 .321 .222
Total Cronbach's Alpha 0.954 MY3 .574 .306 .182 .292 .212
MY4 .655 .152 .205 .270 .307
MY5 .568 .202 .292 .171 .303
ZC1 .678 .227 .093 .130 .133
C. Factor analysis ZC2 .708 .237 .238 .206 -.049
The correlation test of the original variables should be ZC3 .665 .296 .229 .097 -.115
carried out first. This paper uses KMO (Kaiser-Meyer- TABLE .IV Factor matrix of responsiveness and perceptual
Olkin) and Bartlett ball test. It is used to explore the partial experience after rotation
correlation between variables, which compares the simple
correlation and partial correlation between various component
indicators, and takes values between 0 and 1. The closer the 1 2
XY1 .193 .757
KMO value is to 1, the stronger the correlation between
XY2 .407 .618
variables, the more suitable it is for factor analysis. In this XY3 .437 .575
research, the KMO value is 0.952, which means that the XY4 .244 .743
original variables are suitable for factor analysis. XY5 .394 .666
SPSS is used to extract principal components and rotate GZ1 .735 .293
GZ2 .784 .231
the maximum variance of all subtables. In this paper, Pinyin
GZ3 .748 .286
abbreviations and numbers are used to represent indicators.
GZ4 .701 .340
The abbreviations of 7 factors are: bidirectionality (SX), GZ5 .553 .494
controllability (KK), responsiveness (XY), perceptual GZ6 .612 .371
experience (GZ), emotional experience (QG), customer
satisfaction (MY), customer loyalty (ZC). The results are TABLE .V Factor Matrix of Satisfaction and Customer Loyalty
after Rotation
shown in Table III.
component
From Table III, it can be found that five factors explain 1 2
seven different variables. Responsibility (XY) and perceived MY1 .577 .513
experience (GZ) belong to the second factor at the same MY2 .732 .330
time. The first measurement index (XY1) and the third MY3 .759 .311
(XY3) of responsiveness (XY) are 0.49, close to 0.5, and the MY4 .769 .338
fourth (XY4) has the highest load on the fifth factor. All the MY5 .804 .199
ZC1 .236 .833
measurement indices of both customer satisfaction (MY)
ZC2 .441 .683
and customer loyalty (ZC) have the highest load on the first
ZC3 .268 .772
factor.
 Then, SPSS is further used to analyze the measurement
indexes of two research variables belonging to the same
factor, and the extraction method of two specified factors is
adopted. The factor analysis results of responsiveness (XY)
and perceived experience (GZ) are shown in Table IV, and
the results of satisfaction (MY) and customer loyalty (ZC)
are shown in Table V.
Therefore, the scale has acceptable structural validity.
D. Hypothesis testing and discussion of research results
We use the structural equation model software LISREL
8.70 to verify the hypotheses.
Bidirectionality -0.391 0.45***
Perceptual
-0.061 experience
-0.301
Controllability
0.11
1.54*** Emotional 0.49***
1 experience
Responsibility
0.80**
Fig.2. Research model validation results
In the validation results of the research model in Figure
2, * means significant at the level of P < 0.05, and **
means significant at the level of P < 0.01, and *** means
significant at the level of P < 0.001. The dotted line
indicates that the hypothesis is not supported.
In the LISREL path diagram, each ellipse represents an
implicit factor, and each square represents an observation
index, and each long arrow line represents a parameter (load
value or path coefficient).Behind each short arrow line
pointing to the index on both sides is a factor or residual of
a variable. Figures 2 shows research model testing results
based on the LISREL path diagram.
（1） The path coefficient from bidirectionality to
perceptual experience is -0.39 and T value is -3.12, so
hypothesis H1: the bidirectionality of online tourism website
has a positive impact on perceived experience, is not
supported.
At present, the tourism website has been more and more
optimized, and the description of various products is also
very detailed. Moreover, users have their own judgment on
the product, so they do not need too much consulting service
or active customer service. On the contrary, too much
communication will make customers feel disgusted and
unhappy, reducing their perceived value, causing their
dissatisfaction, and promoting poor customer perception
experience. Therefore, this can explain why the
bidirectionality of online tourism websites has a significant
negative impact on perceived experience.
（2） The path coefficient from controllability to
perceptual experience is - 0.3 and T value is - 2.32.
Therefore, the hypothesis H2: the controllability of online
tourism website has a positive impact on perceived
experience is not supported.
The layout of functions and pages of different online
tourism website shows a very similar situation. Even if users
touch a new tourism website, they can clearly know where to
find the information they need, and can easily and quickly
get started. Controllability of online tourism websites is not
the most important concern of customers. Even if the
websites are highly controllable, users are hard to perceive
because they can start quickly. So controllability will not
have a significant positive impact on perceived experience.
（3） The path coefficient from responsiveness to
perceptual experience is 1.54 and T value is 7.48. Therefore,
hypothesis H3: responsiveness of online tourism website has
a positive impact on perceived experience, is verified.
In the process of browsing web pages, the rapid
Customer response of the website can provide effective information for
satisfaction customers, and the questions can be received and fully
0.86*** answered by customer service in time. When customers
receive high-quality services, they can have pleasant and
Customer relaxing experience, improving their perceived value, and
loyalty thus bringing users a good perceived experience.
（4） The path coefficient from bidirectionality to
emotional experience is - 0.06 and T is - 0.66. Therefore, the
hypothesis H4: the bidirectionality of online tourism website
has a positive impact on emotional experience, is not
supported.
Customers have their own judgments about products on
online tourism websites. When they encounter problems,
they need good two-way communication from customer
service personnel. Generally speaking, too much
communication or inappropriate communication will cause
customers' unhappiness, which will lead to poor emotional
experience. So this can explain why the two-way nature of
online tourism websites has no significant positive impact on
emotional experience.
（5） The path coefficient from controllability to
emotional experience is 0.11 and T value is 1.19. Therefore,
the hypothesis H5: the controllability of online tourism
websites has a positive impact on emotional experience, is
not supported.
On tourism websites, customers can easily find the
products and services they want. The strong and weak
controllability of the website will not have too obvious
impact on customers, so they will not feel that the affinity of
a website is particularly strong, which will not cause too
much emotional stimulation. Therefore, customers will not
feel that there is a clearly good emotional experience, so the
controllability of the website can not have a great impact on
the emotional experience.
（6） The path coefficient from responsiveness to
emotional experience is 0.8, and the T value is 6.86.
Therefore, hypothesis H6: The responsiveness of online
travel websites has a positive impact on emotional
experience, has been verified.
In the process of browsing website with good
responsiveness, customers get quick and satisfactory
answers, or can be quickly responded by webpages. As a
result, they will feel that the website is friendly to
themselves. Customers will feel relaxed and happy about
this, and their emotional experience will also be positively
affected.
（7） The path coefficient from perceptual experience to
customer satisfaction is 0.45 and T is 6.64. Therefore,
hypothesis H7: Perceptual experience has a positive impact
on customer satisfaction, is verified.
Customer satisfaction depends on the difference
between the result of experience and the expectation of
experience. Good perception experience of the website, such
as text and pictures in line with customers' own aesthetic,
page layout arousing their strong interest, website tone in
line with brand image, can make customers feel comfortable
and pleasant experience to meet their expectations. When the
experience result is greater than or equal to the experience
expectation, customers' subjective evaluation will be
positive, which will make them feel satisfied.
（8） The path coefficient from emotional experience to
customer satisfaction is 0.49 and the T value is 6.92.
Therefore, the hypothesis H8: emotional experience has a
positive impact on customer satisfaction, is supported.
Customers will have a good impression on the website
even if they have a short and pleasant subjective emotional
reaction, namely creating a positive emotional experience.
They think that the website is friendly and trustworthy,
which promotes their satisfaction.
（9） The path coefficient from customer satisfaction to
customer loyalty is 0.86 and the T value is 14.17. Therefore,
the hypothesis H9: customer satisfaction has a positive
impact on customer loyalty, is supported.
Customer satisfaction is a kind of holistic emotional
reaction after comparing customer's perception quality of
product or service with previous expectations. Customer
satisfaction can enable consumers to form a positive
understanding of the overall quality of products and brand,
and establish a good customer-brand relationship, which
promotes repeated consumption, word-of-mouth
communication and brand support, thus forming customer
loyalty.
In addition, by clicking Fit Indices from the OUTPUT
menu in the LISREL path map file, we can see the fit indices
of the model. Table VI below lists the recommended values
and the actual values of these indices of the model. By
comparison, it can be found that the model fits the sample
data well.
TABLE .VI Fit indices of the model
Recommended
Fit index Actual value of the model
value
x2/df <3 2.55
RMSEA < 0.08 0.055
NFI > 0.90 0.97
GFI > 0.90 0.88
AGFI > 0.80 0.86
NNFI > 0.90 0.98
CFI > 0.90 0.98
RMSEA (Root Mean Square Error of Approximation)
means the root mean square of approximation error. The
smaller RMSEA, the better the fitting degree of the model.
But, the larger the values of NFI (Normed Fit Index), GFI
(Goodness of Fit Index), AGFI (Adjusted Goodness of Fit
Index), NNFI (Non-Normed Fit Index), CFI (Comparative
Fit Index), the better the fitness of model. The Chi-Square
value of the model is 1153.9 and the degree of freedom is
452, which is significant at the level of p=0.000. The indices
in Table V show that the good fitness of the model.
V、 CONCLUSION
As one of the most concerned e-commerce modes,
online tourism has greatly exploited Chinese tourism market
and brought great opportunities to the development of our
tourism industry. However, with the gradual disappearance
of the Internet population dividend, the growth rate of
online tourism industry has slowed down accordingly,
entering a relatively stable growth situation. The most
important thing for an online tourism company is to improve
the customer satisfaction if the company intends to stand out
from the industry. The interactivity of online tourism website
can attract and retain customers, and can also enhance
customer experience, which leads to higher satisfaction and
repurchase intention. This study constructs a conceptual
model and proposes some hypotheses about the impact of the
interactivity of online tourism website on customer
satisfaction. The authors conduct surveys in the form of
online questionnaire. The results show that responsiveness of
online tourism website positively affects customers’
perceptual experience and emotional experience, which
further positively influences their satisfaction, which may
lead to customer loyalty. However, neither bidirectionality
nor controllability has a significantly positive effect on
customers’ emotional experience and perceptual experience.
According to the above results of this empirical
research, responsiveness dimension in the interactivity of
online tourism websites, has the most significant impact on
customers' perceptual experience and emotional experience.
Therefore, online tourism websites should strengthen the
real-time communication system of websites, ensure the
responsiveness to customers in the process of their browsing
websites, arrange sufficient service staff to answer
customers' related questions in time, and provide customers
with real-time and effective information. The
responsiveness of the website positively affects the
customer's perceptual and emotional experience, which lead
to customer satisfaction with the online tourism website.
Online tourism websites should respond quickly and give
feedback in time to avoid the bad impression caused by
delays. The maintenance of websites also becomes
extremely important. Therefore, online tourism enterprises
should increase maintenance personnel to ensure the normal
operation of the website and information system, timely
solve the problem of customer feedback, so as to improve
customer's perception and emotional experience, increase
customer satisfaction, and then enhance customer loyalty.

Acknowledgment
This research is supported by the Discipline Co-
construction Project for Philosophy and Social Science in
Guangdong Province (No. GD17XGL28), the Higher
Education Teaching Research and Reform Project in
Guangdong Province, the Postgraduate Education Reform
Project in Shenzhen University in 2019, the "Gathering
Apprentices Plus" Innovation Project in Shenzhen
University in 2018, the Basic Experimental Project of
Innovation Development Fund for Shenzhen University
Student in 2018(No. 2018479), the Planned Project for
Education Science in Shenzhen (No. ybzz16003), the Small
Explorational Project for Primary and Secondary School
Students in Shenzhen in 2019.
At the same time, this research is partially supported by
the National Nature Science Foundation of China (No.
71371127).
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