Indicator System and Construction Level of Online Service Functions on New Media Platforms of Tourist Attractions: A Case Study of Yangzhou City, China

Along with the rapid development of the mobile Internet, new media platforms are an important medium to assist tourist attractions in reaching tourists with their tourism services. This study takes the tourist attractions in Yangzhou, a famous historical and cultural city in China, as the research cases. First, a classification system for the online service functions on new media platforms (NMPOSF) of tourist attractions is proposed. Then, an indicator system for evaluating the construction level of NMPOSFs is constructed using the hierarchical analysis method. Finally, the construction level of NMPOSFs for 57 A-grade tourist attractions in Yangzhou City of China is evaluated and analyzed based on the indicator system. The main conclusions are as follows: (1) There are four first-level functional indicators of NMPOSFs for tourist attractions: information push, local service, electronic business and interactive consultation, as well as 24 second-level functional indicators; (2) There are significant differences in the construction level of NMPOSFs among new media platforms. Currently, Amap has advantages in the number of tourist attractions, the number of service functions and comprehensive scores; (3) The construction level of different types of NMPOSFs also differs. The type of highest construction level is interactive consultation, and the type of lowest construction level is local service; (4) There is still a great deal of room for the NMPOSFs for tourism attractions of A-grade or above to be improved in Yangzhou City, and Slender West Lake currently has the highest NMPOSF construction level. This study provides an empirical basis for the functional construction and service enhancement of new media platforms for tourist attractions in the mobile Internet era.