旅游目的地外文营销网站评价——以中国旅游海外推广网站为例

Evaluation of Tourism Destination Marketing Websites in Foreign Languages——The Case of Travel China

旅游目的地的营销需要充分发挥网络作为交流媒体的重要作用。采用问卷形式,以海外消费者为调查对象,基于层次分析法构建评价模型。对比外文旅游目的地营销网站各项指标权重值发现,对于旅游推广而言,网站内容的信息质量起着决定性作用;以中国海外旅游推广网站为例,把海外消费者对网站评价指标权重的排序与实际得分进行对比,并综合这两种评价结果,从加强网站的可见性优化、互动性优化以及网站价值的战略性定位等3个方面提出了建议。

The Internet is a vital communication medium in tourism destination marketing. The study established a model based on Analytic Hierarchy Process. By measuring the weight of each dimension of the selected travel destination website in English empirical findings revealed that the information quality of web content plays a critical role in tourism promotion. In additions, overseas tourists were invited to evaluate Travel China to compare its actual performance with the expectation. Based on the above two assessments, three strategies, including strengthening the visibility of the website, optimizing the interaction and strategically positioning the website, are proposed.