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As a combination of mobile e-commerce and traditional tourism, the mobile travel services have been being tested on part of the scenic areas of the country in recent years. It achieved worthy results and provided a lot of convenience for our visitors. With the investigation and method of PCA (principal component analysis), we concluded that demands of mobile travel service can be divided into five categories with demand degree from high to low: mobile information services, mobile marketing services, mobile payment services, mobile location-based services and mobile social contact services. Then, we used one-way ANOVA to explore the disparate impacts of s’ attributes on the demands of the above services. Finally, on the basis of the findings, we proposed the industrial development strategies and marketing suggestions.

The Research on Demands and Development Strategy of Mobile Travel Service--an Empirical Study based on Chinese Scenic Spot