Study On The Effectiveness Of Tourism Destination Web Site Based On "Purpose-Value" Evaluation Framework

With the development of domestic economy and the change of people's communication habit, tourism has developed quickly in China. According to the research report by world Tourism Organization, Chinese tourism market has been one of the largest and growth fast in the world. In the year 2020, China will be the first large tourism reception and the fourth tourist source country. The most important section of the development of tourism is the foundation of tourism destination, with the development of internet, more and more tourists use internet to choose tourism destination, marketing on net has become forefront of the tourist source battlefield. Marketing on the net for tourism, the first problem is setting up a web site. The web site's quality is a key factor of marketing on net. For the operator of tourism destination web site, how to se up an efficient web site has become to be an important subject. Research on the effectiveness of tourism destination web site has theoretical significance and practical significance.Related literature shows that exiting evaluation index framework focus on the evaluation of web site's content and performance, most methods can not evaluate all content of the website, and index is different, can not reflect the effectiveness of web site. Professor Ho·James's "Purpose-Value" evaluation framework founded clear layer on evaluating effectiveness of web site, this thesis use "Purpose-Value" evaluation framework to evaluate 25 heritage category tourism destination web site. To be specific, this thesis contains five parts as follows:The first chapter: Introduction. The thesis illustrates the situation of Chinese tourism and internet, then puts award the practical significance of evaluating tourism destination web site effectiveness. Next illustrates the research framework and research method of this thesis, in end illustrates innovations and difficulties of this thesis.The Second chapter: Summary of the tourism destination web site effectiveness. This section first introduces tourism destination,tourism destination web site,tourism destination web site effectiveness, then reviews representative literatures on tourism destination web site, analyzes the limitations of representative literatures, introduces the "Purpose-Value" evaluation framework..The third chapter: The method of "Purpose-Value" evaluation framework. This section first introduces theoretical foundation of "Purpose-Value" evaluation framework, and then introduces using the method to evaluate tourism destination web site.