Abstract: As a new business model, the integration of mobile e-commerce and tourism accelerates the development of tourism mobile e-commerce. How to create a good user interface through the Internet to better meet tourist convenience and interactivity has important significance for improving tourist satisfaction and enhancing the competitiveness of enterprises. Based on the tourism mobile e-commerce environment and starting from connotation and characteristics of the personalized service of mobile tourism electronic commerce, the paper puts forward the basic process of personalized service, the design scheme and implementation path of service content through constructing a conceptual model affecting personalized service factors of tourism mobile e-commerce in order to provide guidance for the development of tourism mobile e-commerce.

Key words: tourism mobile e-commerce, personalized service, tourist demand