基于网络调查的旅游景区网站服务功能分析

Analysis of Scenic Area Websites′ Service Function Baced on Web Survey

旅游景区网站是旅游目的地营销系统中的重要组成部分,也是景区宣传其旅游形象、吸引游客的重要工具和渠道。从景区网站的服务功能出发,建立评价指标体系,包括4个层级30个二级指标。通过网络调查方式,搜集各项指标的统计数据进行分析。结果显示,当前景区网站的服务功能能满足信息受众的基本需求,但在发挥网站交互式作用,建立良好的客户关系上还存在明显不足,对引入新兴的旅游方式缺乏力度。

The scenic area websites was an significant part in web - based destination marketing system, and it was an important tool and channel for scenic area publicizing its tourist image and attracting travellors. This paper, from scenic area websites＇ service function, built an evaluation system including 4 levels and 30 two - level indicators. Through the way of web survey, the authors collected the statistical data on every indicators, and ana- lyzed it in addition. The results showed that the current scenic area websites＇service function could meet the basic needs of the information audiences. However, it still existed some obvious deficiency on playing the interact role of the web and buliding a good custom relationship. Besides, it was poor for introducing some new tourist ways.