基于eMICA模型的旅游目的地因特网营销评价

Evaluation the Use of the Web for Tourism Destination Marketing:based on the Extended Model of Internet Commerce Adoption

本研究采用内容分析法,以eMICA模型为衡量标准,对中国大陆地区31个省市自治区政府旅游网站的发展状况进行了评价。研究结果表明,因特网在国内旅游目的地营销中的应用正处于信息及服务提供阶段向交易处理阶段过渡时期。在此基础上,文章指出必须重点解决网站内容管理、在线支付等问题,加强对旅游者在线信息搜寻行为与购买决策的研究。本研究为国内旅游目的地因特网营销的进一步发展提供了有益借鉴。

The research uses the extended Model of Internet Commerce Adoption to evaluate the level of Web site development in China mainland＇ s 31 regional tourism organizations. The findings from the content analysis show that the Internet adoption in tourism destination marketing is in the transition from the provision stage to the processing stage. The author points out the following problems that must be paid attention to： the management of web site content, the online payment and the study on tourists＇ online information search behavior. The research is useful for China＇ s tourism destinations to market themselves better on the Internet.