西安国内游客旅游网络信息搜索行为研究

RESEARCH ON INTERNET INFORMATION SEARCH BEHAVIORS OF DOMESTIC TOURISTS

随着互联网的迅速普及和旅游信息化的快速发展,互联网已成为旅游业重要的营销和电子交易工具,网络也成为游客获取信息的重要渠道,旅游网络营销和游客网络行为的研究成为热点。通过对游客实证调查,研究了国内游客的旅游网络信息搜索行为特征与偏好,并进一步采用因子分析法分析了游客对旅游网站内容的关注程度。研究发现:我国国内游客登录旅游网站的时间短、频率低;游客使用网络获取旅游信息在信息获取渠道中居于十分重要的位置;在信息搜索时主要使用百度和Google搜索引擎;游客十分喜爱图片、动画、视频等信息表现形式。而对于网络信息的关注程度则是具有明显的层次性,依次为"行"、"吃"、"住"、"购"、"娱"和"游"。

With the rapid development of internet,it has played an important role in both marketing and e-commerce of Tourism Industry in China.With the appearance of self service travel,the Internet becomes an important channel for tourists to get information,and E-commerce is becoming more and more popular with tourists.This paper is based on the investigation and the empirical survey of tourists,concluding some tourists’ characteristics and preferences of Internet information search behaviors.Using factor analysis method to analyze how the tourists focus on the travel website,four key factors extracted are concerned about： tourism basic factors,tourism shopping and entertainment factors,scenic spots introduction and user diary.Based on the findings,recommendations of problems in travel network marketing are significant for expanding the tourist market and the influence on tourists’ subsequent behaviors.