基于行为理论的政府旅游门户网站设计策略  

Design Strategy of Government Tourism Portal Based on Behavior Theory

作　　者：袁晓芳[1] 邓丰慧 刘征[2] YUAN Xiao-fang;DENG Feng-hui;LIU Zheng(Wuhan University of Technology,Wuhan 430070,China;China Academy of Art,Hangzhou 310002,China)

机构地区：[1]武汉理工大学,武汉430070 [2]中国美术学院,杭州310002

出　　处：《包装工程》2021年第20期288-293,313,共7页Packaging Engineering

基　　金：浙江省健康智慧厨房系统集成重点实验室资助项目(2014E10014);中央高校基本科研业务费资助项目(WUT:2020Ⅲ016GX)。

摘　　要：目的为解决政府旅游门户网站内容、结构逻辑不清、信息互动形式较差等问题,以引导用户行为决策为最终目的,基于行为理论探究一套具有实际指导意义的政府旅游门户网站设计策略。方法首先分析行为理论在政府旅游门户网站中的研究现状,总结用户使用此类网站时的行为特征和情感体验;结合相关案例探讨政府旅游门户网站在用户情感与行为方面的设计经验;梳理出塑造用户情感认知并引导其行为决策的设计策略,并通过随州市旅游门户网站的应用实践验证提出设计策略的有效性。结论实践证明基于行为理论提出的塑造用户情感认知和引导用户行为决策的设计策略,可以完善政府旅游门户网站的内容结构规划和互动形式创新,积极引导用户旅游行为决策的制定,从而带动旅游经济的增长,推动当地旅游业的发展。To solve the problems on government tourism portals,such as unclear content structure and poor information interaction,and achieve the ultimate goal of guiding users to make behavioral decisions,a set of instructive strategies for designing government tourism portals were explored based on behavior theories.Firstly,we analyze the status of research on behavior theory in designing government tourism portals,and summarize the behavioral characteristics and emotional experience of users when they use such websites;secondly,we discuss the experience of designing government tourism portals in terms of users’emotion and behavior by using relevant cases;finally,we determine a design strategy which can shape users’emotional cognitionand guide them to make behavioral decisions,and verify the effectiveness of the proposed design strategy through the application of Suizhou tourism portal.It has been proved that the design strategy of shaping users’emotional cognition and guiding users to make behavioral decisions based on behavioral theory can improve the planning for content structure and innovation of interaction form on government tourism portals,and also actively guide users to make tourism behavioral decisions,thus boosting the growth of tourism economy and promoting the development of local tourism.

关 键 词：政府旅游门户网站 行为理论 情感认知 行为决策 

分 类 号：TB472[一般工业技术—工业设计]