Abstract: With the advent of the experience economy era, tourists' sense of consumption and their travel behavior have undergone significant changes. User stickiness is the continuous use willingness and dependent behavior generated by consumers using Internet products. This paper selects the booking travel App as the research object, and explores its behavior, which has far-reaching significance for improving the tourist experience and promoting the development of online tourism. Based on the framework of "Cognition–Attitude–Behavior", this paper integrates the theory of flow experience and emotional attachment, constructs a theoretical model of user stickiness influence mechanism of booking travel App, and uses structural equation model to test hypothesis. The results show that flow experience has a direct and positive effect on user's emotional attachment; emotional attachment has a direct and positive effect on user's stickiness; flow experience has a direct and positive effect on user's stickiness, and emotional attachment plays a mediating role between them. Therefore in the development of booking travel App, efforts should be made to improve the usability and usefulness of App, fully understand the psychological preferences and emotional needs of travel consumers, provide personalized products, and pay special attention to cultivate and maintain the sticky behavior of self-guided tour group.

Key words: Consumer Behavior, Experience Economy, Tourists' Consumption Experience, Flow Experience, Tourism Consumers' Psychological Preference, Emotional Attachment, User Stickiness, Booking Travel App, Online Travel, Self-guided Group Stickiness