四川省世界遺產(chǎn)景區(qū)旅游網(wǎng)絡營銷效果評價研究
發(fā)布時間：2018-12-06 20:02
【摘要】：面臨日益激烈的市場競爭，目的地紛紛尋求更具競爭力的營銷方式以獲取更大競爭優(yōu)勢和發(fā)展空間。隨著計算機互聯(lián)網(wǎng)技術的崛起，“旅游網(wǎng)絡營銷”為目的地提供了新的市場營銷平臺，憑借傳統(tǒng)營銷方式難以企及的優(yōu)勢，網(wǎng)絡營銷正成為旅游市場營銷的利器，旅游網(wǎng)絡營銷效果直接關系到目的地市場營銷目標的實現(xiàn)，，網(wǎng)絡營銷效果的評價顯得至關重要。 旅游網(wǎng)絡營銷雖然是眾多旅游學者關注的焦點，然而旅游網(wǎng)絡營銷效果評價卻是旅游網(wǎng)絡營銷研究中的薄弱環(huán)節(jié)，構建有效可靠的旅游網(wǎng)絡營銷效果定量評價模型，才能讓旅游目的地或企業(yè)了解自身網(wǎng)絡營銷狀況及存在的問題，提高網(wǎng)絡營銷水平，實現(xiàn)營銷目標。 本文采用定性預定量相結合的方法，構建了景區(qū)網(wǎng)絡營銷定量評價模型作為評價工具，評價四川省三處世界遺產(chǎn)景區(qū)網(wǎng)絡營銷效果，了解其網(wǎng)絡營銷現(xiàn)狀，分析其網(wǎng)絡營銷存在的問題，針對這些問題提出科學的、具有可操作性的解決方案。首先基于現(xiàn)代市場營銷理念，結合游客需求，分析網(wǎng)站如何促成游客完成旅游購買這一旅游營銷的目的，采用問卷調(diào)查法，以成、渝、樂山三所高校大學生為調(diào)查對象，獲取游客需求原始數(shù)據(jù)，構建了包括“信息提供”、“信息交流互動”、“在線交易”、“顧客關系經(jīng)營”、“技術支持”5個構面和兩級指標的評價體系；運用因子分析法（EFA），檢驗評價量表的信度和效度；采用結構方程模型（SEM）驗證評價指標體系的合理性和質量（內(nèi)在質量和適配度）；基于層次分析法（AHP），確定各指標項的權重。最終建立了包括三級評價指標共5個一級指標、18個二級指標、58個三級指標項的評價指標體系。 運用構建的評價指標體系對四川省三處世界遺產(chǎn)景區(qū)旅游網(wǎng)絡營銷效果進行定量評價，通過得分判斷其優(yōu)劣之處。主要結論如下： （1）整體來講，四川省三處世界遺產(chǎn)景區(qū)網(wǎng)絡營銷效果得分都處于中等偏上水平，且互相之間的差異不明顯； （2）同一景區(qū)指標中，同一指標層內(nèi)各指標項的得分差異明顯，表明三處景區(qū)各自的網(wǎng)絡營銷發(fā)展不平衡： （3）三處景區(qū)在各指標項的得分相近，且同一指標內(nèi)各指標項上的得分差異極為近似，網(wǎng)絡營銷具有強烈的雷同性，各自的特色不明顯。 本文的創(chuàng)新在于，以市場為導向，詳細分析游客的需求和網(wǎng)站作用，將網(wǎng)站對游客購買決策的影響和游客購買決策過程結合起來，真正討論了“網(wǎng)站如何促進游客完成購買決策”這一網(wǎng)絡營銷的目的。在此基礎上，構建了一個景區(qū)網(wǎng)絡營銷效果定量評價理論模型。同時，運用結構方程模型調(diào)整了指標，并檢驗了指標體系的合理性，為旅游網(wǎng)絡營銷效果定量評價提供了新思路、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.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7
本文編號：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.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7
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