四川省世界遗产景区旅游网络营销效果评价研究
发布时间：2018-12-06 20:02
【摘要】：面临日益激烈的市场竞争，目的地纷纷寻求更具竞争力的营销方式以获取更大竞争优势和发展空间。随着计算机互联网技术的崛起，“旅游网络营销”为目的地提供了新的市场营销平台，凭借传统营销方式难以企及的优势，网络营销正成为旅游市场营销的利器，旅游网络营销效果直接关系到目的地市场营销目标的实现，，网络营销效果的评价显得至关重要。 旅游网络营销虽然是众多旅游学者关注的焦点，然而旅游网络营销效果评价却是旅游网络营销研究中的薄弱环节，构建有效可靠的旅游网络营销效果定量评价模型，才能让旅游目的地或企业了解自身网络营销状况及存在的问题，提高网络营销水平，实现营销目标。 本文采用定性预定量相结合的方法，构建了景区网络营销定量评价模型作为评价工具，评价四川省三处世界遗产景区网络营销效果，了解其网络营销现状，分析其网络营销存在的问题，针对这些问题提出科学的、具有可操作性的解决方案。首先基于现代市场营销理念，结合游客需求，分析网站如何促成游客完成旅游购买这一旅游营销的目的，采用问卷调查法，以成、渝、乐山三所高校大学生为调查对象，获取游客需求原始数据，构建了包括“信息提供”、“信息交流互动”、“在线交易”、“顾客关系经营”、“技术支持”5个构面和两级指标的评价体系；运用因子分析法（EFA），检验评价量表的信度和效度；采用结构方程模型（SEM）验证评价指标体系的合理性和质量（内在质量和适配度）；基于层次分析法（AHP），确定各指标项的权重。最终建立了包括三级评价指标共5个一级指标、18个二级指标、58个三级指标项的评价指标体系。 运用构建的评价指标体系对四川省三处世界遗产景区旅游网络营销效果进行定量评价，通过得分判断其优劣之处。主要结论如下： （1）整体来讲，四川省三处世界遗产景区网络营销效果得分都处于中等偏上水平，且互相之间的差异不明显； （2）同一景区指标中，同一指标层内各指标项的得分差异明显，表明三处景区各自的网络营销发展不平衡： （3）三处景区在各指标项的得分相近，且同一指标内各指标项上的得分差异极为近似，网络营销具有强烈的雷同性，各自的特色不明显。 本文的创新在于，以市场为导向，详细分析游客的需求和网站作用，将网站对游客购买决策的影响和游客购买决策过程结合起来，真正讨论了“网站如何促进游客完成购买决策”这一网络营销的目的。在此基础上，构建了一个景区网络营销效果定量评价理论模型。同时，运用结构方程模型调整了指标，并检验了指标体系的合理性，为旅游网络营销效果定量评价提供了新思路、新工具。
[Abstract]:In the face of increasingly fierce market competition, destinations are looking for more competitive marketing methods to obtain greater competitive advantage and development space. With the rise of computer Internet technology, "Tourism Network Marketing" provides a new marketing platform for the destination. With the advantage of traditional marketing methods, network marketing is becoming a sharp tool for tourism marketing. The effect of tourism network marketing is directly related to the realization of destination marketing goal, and the evaluation of network marketing effect is very important. Although tourism network marketing is the focus of attention by many tourism scholars, the evaluation of tourism network marketing effect is the weak link in tourism network marketing research, and an effective and reliable quantitative evaluation model of tourism network marketing effect is constructed. Only in order to let the tourist destination or enterprise know their own network marketing status and existing problems, improve the level of network marketing, and achieve marketing goals. In this paper, the quantitative evaluation model of network marketing of scenic spots is constructed to evaluate the effect of network marketing of three world heritage scenic spots in Sichuan province, and to understand the present situation of network marketing. This paper analyzes the problems existing in network marketing, and puts forward scientific and operable solutions to these problems. First of all, based on the modern marketing concept, combined with the tourists' demand, this paper analyzes how the website can promote the tourists to complete the tourism marketing purpose, and adopts the questionnaire method to investigate the college students of Chengcheng, Chongqing and Leshan universities. To obtain the original data of tourist demand, an evaluation system including "information supply", "information exchange interaction", "online transaction", "customer relationship management" and "technical support" is constructed. The reliability and validity of the evaluation scale were tested by factor analysis method (EFA),) and the rationality and quality (internal quality and fitness) of the evaluation index system were verified by structural equation model (SEM). Based on Analytic hierarchy process (AHP) (AHP), the weight of each index item is determined. Finally, the evaluation index system is established, which includes 5 first-grade indexes, 18 second-class indexes and 58 third-grade indexes. The evaluation index system is used to quantitatively evaluate the effect of tourism network marketing in three World Heritage spots in Sichuan Province, and to judge its merits and demerits by scoring. The main conclusions are as follows: (1) as a whole, the three World Heritage Scenic spots in Sichuan Province score in the upper middle level, and the difference between each other is not obvious; (2) in the same scenic area index, the score difference of each index item in the same index layer is obvious, which indicates that the development of network marketing in each of the three scenic spots is unbalanced: (3) the three scenic spots have similar scores in each index item; And the score difference of each index item in the same index is very similar, the network marketing has the strong thunder same sex, their respective characteristic is not obvious. The innovation of this paper lies in taking the market as the direction, analyzing the tourists' demand and the function of the website in detail, combining the influence of the website on the tourists' purchase decision and the process of the tourists' purchase decision. This paper discusses the purpose of online marketing, that is, how to promote tourists to make purchase decisions. On this basis, a quantitative evaluation model of scenic area network marketing effect is constructed. At the same time, the index is adjusted by using the structural equation model, and the rationality of the index system is tested, which provides a new idea and new tool for the quantitative evaluation of tourism network marketing effect.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
本文编号：2366579
[Abstract]:In the face of increasingly fierce market competition, destinations are looking for more competitive marketing methods to obtain greater competitive advantage and development space. With the rise of computer Internet technology, "Tourism Network Marketing" provides a new marketing platform for the destination. With the advantage of traditional marketing methods, network marketing is becoming a sharp tool for tourism marketing. The effect of tourism network marketing is directly related to the realization of destination marketing goal, and the evaluation of network marketing effect is very important. Although tourism network marketing is the focus of attention by many tourism scholars, the evaluation of tourism network marketing effect is the weak link in tourism network marketing research, and an effective and reliable quantitative evaluation model of tourism network marketing effect is constructed. Only in order to let the tourist destination or enterprise know their own network marketing status and existing problems, improve the level of network marketing, and achieve marketing goals. In this paper, the quantitative evaluation model of network marketing of scenic spots is constructed to evaluate the effect of network marketing of three world heritage scenic spots in Sichuan province, and to understand the present situation of network marketing. This paper analyzes the problems existing in network marketing, and puts forward scientific and operable solutions to these problems. First of all, based on the modern marketing concept, combined with the tourists' demand, this paper analyzes how the website can promote the tourists to complete the tourism marketing purpose, and adopts the questionnaire method to investigate the college students of Chengcheng, Chongqing and Leshan universities. To obtain the original data of tourist demand, an evaluation system including "information supply", "information exchange interaction", "online transaction", "customer relationship management" and "technical support" is constructed. The reliability and validity of the evaluation scale were tested by factor analysis method (EFA),) and the rationality and quality (internal quality and fitness) of the evaluation index system were verified by structural equation model (SEM). Based on Analytic hierarchy process (AHP) (AHP), the weight of each index item is determined. Finally, the evaluation index system is established, which includes 5 first-grade indexes, 18 second-class indexes and 58 third-grade indexes. The evaluation index system is used to quantitatively evaluate the effect of tourism network marketing in three World Heritage spots in Sichuan Province, and to judge its merits and demerits by scoring. The main conclusions are as follows: (1) as a whole, the three World Heritage Scenic spots in Sichuan Province score in the upper middle level, and the difference between each other is not obvious; (2) in the same scenic area index, the score difference of each index item in the same index layer is obvious, which indicates that the development of network marketing in each of the three scenic spots is unbalanced: (3) the three scenic spots have similar scores in each index item; And the score difference of each index item in the same index is very similar, the network marketing has the strong thunder same sex, their respective characteristic is not obvious. The innovation of this paper lies in taking the market as the direction, analyzing the tourists' demand and the function of the website in detail, combining the influence of the website on the tourists' purchase decision and the process of the tourists' purchase decision. This paper discusses the purpose of online marketing, that is, how to promote tourists to make purchase decisions. On this basis, a quantitative evaluation model of scenic area network marketing effect is constructed. At the same time, the index is adjusted by using the structural equation model, and the rationality of the index system is tested, which provides a new idea and new tool for the quantitative evaluation of tourism network marketing effect.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
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