Evaluating the cooperation risk between rural tourism and third-party network platform by using confirmatory factor analysis

Abstract

2l century is the era of rapid development of information technology; electronic commerce is an important way to meet consumer demand, to improve the degree of organization. The e-commerce development of rural tourism will meet the need of market economy development, and enhance the competitiveness of tourism enterprises. In this paper, we analyze the cooperation performance between rural tourism and third-party network platform, the result shows that: (1) relationship quality has significant positive effect on direct performance, the coefficient is 0.824; (2) relationship quality has significant positive effect for indirect performance, and the coefficient is 1.012. So that, relationship quality is a key factor that affect the performance of bilateral cooperation. On this basis, we put forward the related suggestions to promote the e-commerce application in rural tourism.