论文部分内容阅读
本文从旅游者的需求角度对海口旅游官方网站的营销功能进行探索,根据查阅文献和对我国个省市级旅游官方网站的浏览总结出旅游官方网站应具备的六项营销功能,每项功能赋予相应的二级指标,通过游客对每项指标需求度的评分发现海口市旅游官方网站在信息提供、交易功能等方面与游客需求状况存在差异,以此对海口旅游官网营销功能提出改善性建议。
This article explores the marketing functions of the official website of tourism in Haikou from the perspective of tourists’ needs. Based on the review of the literature and the tour of official websites of provinces and cities in China, this paper summarizes the six marketing functions that tourism official websites should have, The corresponding second-level indicators, through the tourists’ demand for each indicator score, found that the official website of Haikou City tourism and the demand for information in the provision of information, transaction features and other differences exist, in order to improve the marketing function of tourism in Haikou Tourism recommendations.