基于需求导向的目的地官方旅游咨讯网站电子地图使用比较研究——以中美省、州政府旅游官网为例

A Comparative Research on the Operation of the Offi cial Tourism Information Website Based on Demand Orientation ——Based on Offi cial Tourism Websites of China and the US

网络电子地图使用的状况直接影响着目的地依托网络进行市场营销的效果、满足游客信息需求的状况及提供服务的质量水平,并进而影响潜在游客的出行决策。本文在对游客网络旅游电子地图需求使用状况调查分析基础上,明晰了游客对于网络电子地图使用需求的内容与功能;并以游客对地图需求的内容与功能作为评判指标对中、美国省州级政府旅游资讯官网地图运用进行实证访问评判,比较使用的形式与特点状况,找出异同差距和我们需要吸取的经验,并有针对性地提出我国各级旅游官网电子地图使用改进意见。

The use of web maps has a direct impact on the effect of the destination＇s marketing via the Internet, on the situation of the tourists＇ information needs, on the quality of the service it provides, and, therefore, on the decision of the potential tourists. On the basis of the research and analysis on the tourists＇ demand for web maps, this article figures out the content and fimction of web maps which tourists really require, taking it （ the content and function of web maps which tourists really require ） as a criterion to evaluate and assess the government tourist information official web maps of provinces in China and those of the state in the U.S., in order to point out the differences and margins of them and the merits that the official web maps of the U.S. bear. Ultimately, the article puts forward the improvements of the official web maps of China, to the point.