An Assessment System Construction For The Internet Marketing Performance Of The Travel Agency And The Application Study

With the development of the society, tourism has been one of the most thrivingindustries in the world economy. As the core of tourism, the travel agency has alsobeen developed in recent years. In the age of the internet technology, the travelagency was influenced from all aspect especially the internet marketing. This paperis going to construct an evaluation system for the internet marketing performance ofthe travel agency.There’s little literature about the evaluation system for the internet marketingperformance of the travel agency. The travel agency here refers to the traditional andregistered one. The internet marketing is only considered the website marketing.There are two purposes for this evaluation: one is to broad the research area of theevaluation; the second is to support the wise decision made by the tour agentmanager.Firstly this article sums up the literature of the recent research. And then thenecessary of evaluation is analyzed from the two aspects: the environment of thetravel agent with the theory of PEST and the status quo of the tour agent industryusing the model of eMICA. Literature researching and interviewing are the ways tofound the index of the evaluation system. The AHP method and the entropy theoryare used for the weight of the index. Finally Zhangzhou C&D international travelagency is selected as a case study. A conclusion is come out when the fuzzyevaluation method is adopted for this tour agent: at the lower level of the internetmarketing. Regarding this result, the reason is discussed at the end and also somesuggestion is put forward: increasing the input of the website construction;optimizing the search engine; and better managing.