地方政府官方旅游网站营销功能实证分析

An Empirical Analysis on the Marketing Functions of Local Governments' Official Tourism Websites

在线营销已成为信息时代目的地整体营销战略的重要组成部分,考察目的地营销网站的发展状况有助于目的地营销组织审视其在线营销活动。以中国内地31个省为例,将营销战略、信息服务、交易处理、技术支持和网站运营作为一级指标,对官方旅游网站的营销功能进行评估。结果表明,目前国内目的地营销网站功能已无显著地区差异,大部分网站处于信息提供的初级发展阶段,目的地营销战略实施、交易处理等功能尚需改进;地方官方网站营销功能的充分发挥有赖于各级政府的支持,目的地在线营销的发展必须与目的地整体营销战略相整合。

Tourism destination online marketing has become an important component of the whole destination marketing strategy in the Information Age. Destination marketing websites are the physical cartier of tourism destination online marketing. Understanding its developing states is helpful for the destination marketing organizations to examine their online marketing activities. It＇s of great value to inspect the current situations of destination marketing websites in China. This paper assesses the marketing functions of 31 provinces＇ official tourism websites in China mainland from the following aspects： marketing strategy, information service, transaction processing, technological support and website operation. The results indicate that there are no significant differences among different regions in China as far as the functions of destination marketing websites, most of the websites are at the preliminary stage of information provision, it＇s necessary to improve the functions of implementing the destination marketing strategy, transaction processing and so on. On this basis, it＇s suggested that destination online marketing must be integrated with the whole destination marketing strategy and be supported by governments at all levels.