This research was conducted to examining the mainland Chinese tourists‟ behavior on and credibility perception of travel websites. According to the data collected from the online questionnaire survey, mainland Chinese tourists tend to share negative experiences on the web; and consider more on review information than on reviewers‟ information.

In recent years, the young people who born in the 1980s and 1990s have been married, the number of young married couples who are open-minded is generally rising. Tourism has gradually been accepted as a new method to celebrate the wedding. So honeymoon tourism is so popular in the tourism market, and it has become a new tourism product in order to meet the newly married couples’ travel requirement. According to the study of the development of domestic and overseas honeymoon tourism market and the theory of consumer behavior and psychology, this paper has analyzed the factors influencing consumers’ honeymoon travel behavior. Shanghai, as one of the biggest international city in China, the number of honeymoon travel consumers is huge. So, by using the questionnaire, this paper also statistically analyzes and contrasts the characteristics of consumer behavior between Shanghai and other domestic active honeymoon tourism cities and researches the influential factors of honeymoon tourism. Finally through the results of this study, this paper provides a reasonable and effective marketing strategy about the development of Shanghai honeymoon tourism market, hoping to explore more potential customers for the enterprises, developing more new honeymoon tourism products, improving this tourism market system, and promoting the development of honeymoon tourism market.

본 연구에서는 운전자의 일관성 있는 교통 정보 학습과정을 기반으로 한 일별 동적 모형을 개발하였다. 개발된 모형은 교통 정보 서비스의 효과 분석이 가능한 형태의 체계를 갖추었다. 즉, 교통 시스템에는 교통 정보 서비스 업체(ISP, Information Service Provider)가 존재하며, ISP의 가입자는 과거 실시간 교통 정보를 제공받으며, 이를 바탕으로 경로를 선택한다. 반면, 교통 정보 미가입자는 개인의 경험 또는 친구, 교통방송 등을 통해서만 교통 정보를 학습하게 된다. 운전자의 경로 선택은 Boundedly-rational 모형으로 표현되었으며, 주어진 동적 통행 수요와 경로 선택에 따른 도로 교통망의 성능을 평가하기 위해 미시 교통 시뮬레이션 모형 (파라믹스)이 사용되었다. 개발된 모형은 실제 도로망에 적용되었으며, 도출된 결과는 개발된 모형의 수렴성과 일관성있는 교통 정보 학습 모형의 효과를 입증하였다.