Trust Management Model and Evaluation Method for Online Travel

Authors:
Wen-Jing Cui;Hai-Yang Wang;Qi Sui;Li-Zhen Cui
Affiliations:
School of Computer Science and Technology, Shandong University, China;School of Computer Science and Technology, Shandong University, China;School of Computer Science and Technology, Shandong University, China;School of Computer Science and Technology, Shandong University, China
Venue:
Computer Supported Cooperative Work in Design IV
Year:
2008

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Abstract

Online travel has its own characteristics which is different from traditional travel on interaction. During the process of online travel, travelers and travel service providers do not meet face to face, which raises a trusting problem between parties. This paper demonstrates an adaptable three-layer trust system model for online travel. It includes Data Collect layer, Filter Rule layer, and Evaluation layer. In the proposed model, the lower layer provides inputs to the upper layer, and the upper layer can provide feedback to the lower layer. On the other hand, every layer is self-governed, and modification of one layer would not affect other layers. As well, a trust evaluation method located in the evaluation layer for IPVita, our online travel platform, is also described and experimented in the paper. The proposed method considers three aspects: timeliness of trust, united discount among service providers and subjective trust. As proved in the paper, it is more safe and efficient for online travel platform. In the end, the simulation illustrates that the proposed method can lighten the phenomenon of service hotspot effectively.