近年来，中国在线旅行预订的用户规模和网民使用率均不断增长。截至 2018 年 12 月，中国在线旅行预订用户规模达到 41001 万，网民使用率达到 49.5%。国内在线旅游市场迅猛发展的同时，依托于得天独厚的旅游资源优势， 新疆旅游电子商务发展也被提到了战略高度。2016 年，自治区科技厅启动“新 疆旅游产业链信息服务体系关键技术 研发与示范”项目，2017 年，成立旅游 发展委员会，开发“新疆旅游”APP，各地州政府开通旅游微信公众号，出台相 关规划，积极促进新疆旅游电子商务发展。在此背景之下，对新疆旅游电子商 务发展水平进行研究，对于推动旅游电子商务发展，充分发挥旅游电子商务在 整合地区资源、加快智慧旅游和全域旅游建设方面的作用，提升旅游产业竞争 力具有重要的意义。 本文首先对新疆旅游电子商务的发展现状和存在的问题进行了探讨，其次 充分考虑创新扩散理论和技术-组织-环境（TOE）框架理论，以 OECD 电子商务 发展水平测算的框架为基础，结合新疆旅游电子商务的纵深发展情况和特点， 初步构建了新疆旅游电子商务发展水平的评价指标体系，通过科学的方法进行 筛选出内含 3 个一级指标，12 个二级指标的最终指标体系，并对指标体系进行 了信度、效度检验。再次，运用熵权法确定所构建的指标体系的各项指标权重， 并对新疆 14 个地州的旅游电子商务发展水平进行综合评价，得出的主要结论有， 一是新疆旅游电子商务发展水平低，地区发展不均衡；二是环境支撑水平整体 较好，北疆地区表现突出；三是应用渗透水平相对较好，地州之间差距巨大； 四是发展潜力有待进一步激发。然后，对新疆 14 个地州的旅游电子商务发展水 平进行聚类分析，结果表明新疆 14 个地州的旅游电子商务发展水平可以分为 3 个梯度，其中乌鲁木齐市旅游电子商务发展水平表现最佳，为疆内旅游电子商 务发展的领先地州。最后提出提升新疆旅游电子商务发展水平的建议。 关键词，新疆旅游电子商务；指标体系；综合评价新疆大学 2019 届硕士研究生学位论文 II Abstract In recent years, the number of users of online travel bookings in China and the usage rate of Internet users of online travel bookings have been increasing. As of December 2018, the number of online travel booking users in China reached 41.01 million, and the usage rate of Internet users of online travel bookings reached 49.5%. At the same time of the rapid development of online travel in China, relying on the unique advantages of tourism resources, the development of tourism e-commerce in Xinjiang has also been mentioned as a strategic height. In 2016, the Science and Technology Department of the Autonomous Region launched the “Key Technology R&D and Demonstration of Xinjiang Tourism Industry Chain Information Service System”. In 2017, the Tourism Development Committee was established to develop the “Xinjiang Tourism” APP. The local governments opened the WeChat public account and issued relevant plans to promote the development of tourism e-commerce in Xinjiang. Under this background, researching on the development level of tourism e-commerce in Xinjiang has an important role in promoting the development of tourism e-commerce, integrating regional resources, speeding up smart tourism and global tourism construction, and enhancing the competitiveness of tourism industry. Firstly, this paper discusses the development status and existing problems of tourism e-commerce in Xinjiang. Secondly，this paper fully considers the innovation diffusion theory and technology-organization-environment (TOE) framework theory, based on the framework of OECD e-commerce development level measurement, combined with the deep development and characteristics of Xinjiang tourism e- commerce, initially constructed the evaluation index system of Xinjiang tourism e- commerce. Through scientific methods, this paper screens out the final index system with three first-level indicators and 12 second-level indicators, and tests the reliability and validity of the final evaluation index system of Xinjiang tourism e-commerce. Thirdly, the entropy weight method is used to determine the weights of the index system, and the comprehensive evaluation of the tourism e-commerce development level of 14 prefectures in Xinjiang is carried out. The main conclusions are as follows: First, the overall development level of tourism e-commerce in Xinjiang is low, and the regional development is uneven. Second, the overall environmental support is good, and the performance of the northern Xinjiang region is outstanding. Third, the新疆大学 2019 届硕士研究生学位论文 III overall penetration of application is relatively good, and the gap between states is huge. Fourth, the development potential needs to be further stimulated. On the basis of comprehensive evaluation of tourism e-commerce development level of 14 prefectures in Xinjiang, the cluster analysis of the development level of tourism e- commerce in 14 prefectures in Xinjiang is carried out. The results show that the development level of tourism e-commerce in 14 prefectures in Xinjiang can be divided into three gradients, among which the tourism e-commerce development level of Urumqi is the best, and it is the leading state in the development of tourism e- commerce in Xinjiang. Finally, this paper puts forward suggestions for improving the development level of tourism e-commerce in Xinjiang. Key words: Xinjiang tourism e-commerce, indicator system, comprehensive evaluation新疆大学 2019 届硕士研究生学位论文 IV 目 录 摘要 ...................................................................... I Abstract.................................................................... II 1 绪论 ....................................................................... 1 1.1 研究背景及意义 ....................................................... 1 1.1.1 研究背景....................................................... 1 1.1.2 研究意义....................................................... 1 1.2 研究内容和研究目的 ................................................... 2 1.2.1 研究内容....................................................... 2 1.2.2 研究目的....................................................... 3 1.3 研究方法和技术路线 ................................................... 3 1.3.1 研究方法....................................................... 3 1.3.2 技术路线....................................................... 3 1.4 主要创新点 ........................................................... 4 2 理论基础与文献回顾 ......................................................... 6 2.1 概念界定 ............................................................. 6 2.1.1 电子商务....................................................... 6 2.1.2 旅游电子商务................................................... 6 2.2 理论基础 ............................................................. 6 2.2.1 创新扩散理论................................................... 6 2.2.2 技术-组织-环境框架（TOE） ...................................... 7 2.3 文献回顾 ............................................................. 8 2.3.1 旅游电子商务文献回顾 ........................................... 8 2.3.2 电子商务发展水平研究 .......................................... 12 2.4 本章小结 ............................................................ 14 3 新疆旅游电子商务发展概况 .................................................. 15 3.1 新疆旅游电子商务发展现状 ............................................ 15 3.2 新疆旅游电子商务发展存在的问题 ...................................... 18 3.3 本章小结 ............................................................ 20 4 新疆旅游电子商务发展水平评价指标体系的构建 ................................ 21 4.1 新疆旅游电子商务发展水平评价指标的初步构建 .......................... 21 4.1.1 指标体系的构建原则 ............................................ 21 4.1.2 指标体系的构建流程 ............................................ 22 4.1.3 指标体系的构建 ................................................ 22 4.2 新疆旅游电子商务发展水平评价指标体系的筛选 .......................... 24 4.2.1 新疆旅游电子商务发展水平评价指标体系的专家咨询 ................ 24 4.2.2 新疆旅游电子商务发展水平评价指标的鉴别力分析 .................. 25 4.2.3 新疆旅游电子商务发展水平评价指标体系的相关性分析 .............. 26 4.3 新疆旅游电子商务发展水平评价指标的检验 .............................. 28 4.3.1 指标体系的信度