Construction On Tourism Destination EMarketing System Based On Personalized Service

With the rapid development of the Internet economy and tourism destination information system, the paper attempted to do researches on tourism destination e-marketing system of scenic scale. It took Shenzhen East OCT for reference, and did research based on theories of Web2.0, Convergence Marketing, Resources-Based Views, and Customer Relationship Management, ect. It aimed to construct a tourism destination e-marketing system of scenic scale based on personalized service, in order to make up the deficiency of research in related fields, and also make a good example for other scenic scale destinations in China.The paper used various research methods to conduct the research. For example, truth analysis, website survey and website statistics methods. Firstly, it analyzed the overall effects of the e-marketing system in East OCT by questionnaire survey and Alexa analysis. Secondly, it put forward the overall tourism destination e-marketing strategic framework based on the earlier investigation and analysis, in order to coordinate and integrate various stakeholder groups of the destination and set up strategic guiding foundation for e-marketing system construction. Thirdly, the paper further proposed an online and off-line convergence e-marketing system framework according to the decision-making process of consumers. Specifically, the system consists of the integral promotion subsystem, the virtual information and communication subsystem, the virtual online trading subsystem, the virtual relationship and interaction subsystem, and the off-line service subsystem. This destination e-marketing system will meet different personalized needs of tourists, and prompt the information reform of East OCT tourism destination.