摘要
旅游目的地网络营销系统是旅游目的地进行旅游推广和旅游营销的重要工具和渠道,但是从目前来看,我国的旅游目的地营销网络系统并没有取得较好的效益。本文从游客需求的角度出发,按照4个层级和技术支撑构建了44个二级指标的评价体系,并对我国的31个省市级旅游官网进行了评价。评价发现,我国省级旅游官网总体的营销功能较弱,在信息提供方面能够满足需求,但是其交互、技术、关系、交易的功能都较差,我国旅游目的地网站应该充分考虑游客需求,以满足游客需求为目标,进一步在不同层级的旅游营销功能上进行提升。
Web-based destination marketing system is an important tool and channel for tourism promotion and marketing in tourism destinations, but currently this system does not achieve better results. The paper, from the perspective of tourists＇ demand, builds 44 two-level indicators evaluation system in accordance with four levels and technical support and makes evaluation of 31 provincial tourism official websites in China. The evaluation results show that the marketing function of overall provincial tourism official websites is pretty weak. The provision of information can meet tourists＇ demand, but the functions of interactivity, technology, relationship and transactions are poor. Tourists＇ demand should be taken into full account in our web-based destination marketing system. How to satisfy tourists＇ demand should be a goal. Furthermore, functions of different levels of tourism marketing should be upgraded.
出处
《旅游学刊》
CSSCI
北大核心
2010年第8期45-51,共7页
Tourism Tribune
基金
国家旅游局科研项目(09TACG021)
中央高校基本科研业务费专项资金项目(09SZZD06)
陕西师范大学科研项目(200802003/08SYB024)联合资助~~
关键词
游客需求
目的地
网络营销
评价
tourist demand
destination
online marketing
evaluation
