文献类型：会议论文

英文题名：The Empirical Analysis of the Marketing Functions of Domestic and Overseas Official Tourism Websites-Taking 20 Domestic and Overseas Official Tourism Websites as Examples

作者：Sun Mengyang[1];Mi Yucan[1];Hu Yanru[1]

第一作者：孙梦阳

通讯作者：Hu, YR[1]

机构：[1]Beijing Union Univ, Inst Tourism, Beijing 100101, Peoples R China

第一机构：北京联合大学旅游学院

通讯机构：[1]corresponding author), Beijing Union Univ, Inst Tourism, Beijing 100101, Peoples R China.|[1141732]北京联合大学旅游学院;[11417]北京联合大学;

会议论文集：8th International Symposium on Development of Small and Medium-Sized Enterprises

会议日期：OCT 23-25, 2015

会议地点：Hainan Ind Econ Inst, Haikou, PEOPLES R CHINA

主办单位：Hainan Ind Econ Inst

语种：英文

外文关键词：Official tourism websites; Marketing functions; Evaluation index system; Empirical study

摘要：Information searching is an important part in the decision-making process of tourism consumption. Nowadays, more and more people will use Internet to search for the information of tourism destinations to support their tourism decision-making, thus reducing the risks and uncertainties. Because of their official natures, the official tourism websites of tourism destinations are of strong authorities and reliabilities, and play irreplaceable roles in the publicity and promotions of tourism destinations. Based on the 4C marketing theory, this paper designed an evaluation index system in terms of the marketing functions of domestic and overseas official tourism websites, and conducted an empirical study on 20 domestic and overseas official tourism websites from five aspects, such as the overall design, marketing function, service support, payment transactions and image display. Based on the results of the empirical study, this paper makes some suggestions as to how to optimize the marketing functions of China's official tourism websites.