旅游地网络营销绩效评价研究

发布时间：2018-09-07 17:21

【摘要】：互联网的发展影响着人们生活的方方面面，网络经济也逐渐渗透到各行各业，世界经济体现着全球化、信息化的特征和趋势，旅游行业也融入到这股洪流中。在这种背景下，网络营销成为了旅游地进行营销活动的必然选择。目前在旅游营销领域对旅游网络营销绩效的研究不少，但大部分集中在对旅游企业或旅行社网络营销的研究，以旅游地为研究对象的并不多。而即使是研究旅游地网络营销绩效，各研究者从不同视角构建了评价体系，但由于指标数据搜集等方面的问题，实证研究也不多见。本文从旅游地维度，以网络营销绩效为研究对象，建立评价指标体系，并通过实证研究对其进行了运用。首先，通过分析大量的相关文献，对旅游网络营销和网络营销绩效的含义、进行了阐述，并分类和总结出旅游网络营销的六种模式以及网络营销绩效评价的四种方法。然后对旅游地网络营销绩效有影响的因素进行了分析，得出其四大影响因素：网站建设、游客满意、财务绩效和发展前景，并以此为依据确定了绩效评价指标。指标的选取分别从网站效益、游客效益、财务绩效和网络营销发展效益四个维度进行，分别再次分层、解析，，最终确定了二十五个具体指标。再通过问卷的分析，得出各指标的权重，从而建立了旅游地网络营销绩效评价体系。通过引入案例，将评价体系运用于实践，结果显示云南旅游电子政务网的营销绩效优良，大部分指标表现良好，但受网站推广不力和收益转化率低的影响，造成网站推广和财务绩效水平的不理想。最后，通过对整个研究过程的反思，，分别从思想战略、旅游地规划、营销途径、网站建设和人才培养这五个方面，为旅游地网络营销策略提出了建议。
[Abstract]:The development of the Internet affects all aspects of people's lives, and the network economy is gradually infiltrating into various industries. The world economy embodies the characteristics and trends of globalization and information, and the tourism industry is also integrated into this torrent. Under this kind of background, the network marketing has become the inevitable choice which the tourist destination carries on the marketing activity. At present, there are a lot of researches on the performance of tourism network marketing in the field of tourism marketing, but most of them focus on the tourism enterprises or travel agencies. Even if the study of tourism destination network marketing performance, the researchers from different perspectives to build an evaluation system, but due to the issue of index data collection, empirical research is rare. In this paper, the evaluation index system is established from the tourism destination dimension, and the performance of network marketing is taken as the research object, and it is applied through the empirical research. First of all, by analyzing a large number of related literature, this paper expounds the meaning of tourism network marketing and network marketing performance, and classifies and summarizes six modes of tourism network marketing and four methods of evaluation of network marketing performance. Then, the paper analyzes the factors that influence the performance of tourism destination network marketing, and finds out four factors: website construction, tourists' satisfaction, financial performance and development prospect, and determines the performance evaluation index based on this. The selection of indicators is carried out from four dimensions of website benefit, tourist benefit, financial performance and network marketing development benefit, respectively, again stratified, analyzed, and finally determined 25 specific indicators. Through the analysis of the questionnaire, the weight of each index is obtained, and the evaluation system of tourism destination network marketing performance is established. Through the introduction of cases, the evaluation system is applied to practice. The results show that the marketing performance of Yunnan Tourism E-Government Network is good, most of the indicators are good, but affected by the lack of promotion of the website and the low revenue conversion rate. Causes the website promotion and the financial performance level is not ideal. Finally, through the introspection of the whole research process, this paper puts forward some suggestions for the tourism destination network marketing strategy from the five aspects of thought strategy, tourism destination planning, marketing approach, website construction and talent training.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F274

【参考文献】