The Research On Perception Situation Of Internet Pre-order Tourism Product

The popularization of computer has greatly facilitated people’s travel, and the number of people purchasing tourism products via the internet has a sustaining increase. On one hand, the development of internet transactions only has a short course in China. Thus it is very important to enhance the website competitiveness and form a high quality relationship quality with customers. On the ther hand, it is necessary to combine the understanding of tourism products with internet features together.Thus, this study leads the perception situation concept of pre-order tourism products on internet. It committed to study the customers’needs and customers’ worries. The worries focus on the purchase risk, all the perceptions also projected to the tourism products you want to buy outside the network. This text divide the perception situations into two categories, based on product and on website. The text summed the characteristics of each category through a literature review and ananlysis. The author pay attention to study the problem from a tourism standpoint, integrated the elements of tourist, rescources and tours into division, the author also pointed out some perception situations like the location fraud, the level fraud, fuzzy fraud and so on.Finally, take the website perception situation for example to discuss the website should start from which specific perception situations if it wants to enhance the relationship quality with customers. The specific approach is to constitute a conceptual model with relationship quality and value perception situation, risk perception situation based on the website. Explore the two situations how to action to relationship quality. Through the questionnaire data correlation analysis, regression analysis, summed up the concrete influence the relationship quality of the perception situations. Compared the conclusion with previous studies and found out that the two have both the same and different points. It reveals that in a specific research area, there will be a consensus but there is also room to explore. In addition to focus on the website’s perception situations, the author also thinks that the website should pay attention to perception situations based on producets outside the website, and this is an innovative thinking of this article. The author made a series of specific comments on the online travel booking site after starting respectively from the airfare, hotel accommodations, scenic spots, tourist routes, and recommended the site make the appropriate solution according to the perceived characteristics of different products. The site should focus on the choice of partners (including brand awareness, reputation, etc.), and focus on real-time interaction with partners. Acording to the inherent risks implied in the online travel booking, the author suggest set a complaint point to reduce the risk perception of the customer. Finally summarizes the deficiency existing in the paper, and put an outlook for the future.