| With the development and popularization of information technology, internet as the most comprehensive platform of information, most continental price comparison tool of product, and most speedy booking approach and most wide-used way of information sharing, have increased the transfer of tourist consumption from offline to online. The size of the online travel market has expanded rapidly in recent years, and internet has become an indispensable platform for providing travel service. In the face of tremendous business opportunities, all kinds of App and travel websites have on the beach landing in the online market. Making and operating a web-based marketing strategy has become a necessity in tourism industry. And as an important part of online marketing, the quality of the websites determines the success or failure, with the high attention from managers and scholars.In this context, as a vital part of tourism destinations, national forest parks are quickening the steps of their information construction. However, the issues about how to structure and evaluate the websites related to forest parks are still presently a new research area. Reviewing relevant literature indicates that most of the researches of national forest parks have mainly focused on the evaluation, protection and management of national forest park, and visitors’ behavior. On the other hand, comparing the numerous researches on hotels, travel suppliers and destinations, the research of website evaluation on national forest parks is rare. Due to there is no evaluation method focused on national forest parks’websites, building a website evaluation framework for national forest parks in China, evaluating the performances of the websites and providing suggestions are of a highly theoretical and practical significance.In this research, based on related research and theories, considering the existing travel websites’evaluation approaches and the conditions of national forest parks in China, a website effectiveness evaluation framework of national forest parks is proposed with the content analysis, which consists of three aspects of content, interactivity, and promotion value, and includes22parameters:attractions, transportation, shopping, accommodation, map, festival/events, press releases, travel routes, festival/events, local culture, contact information, multimedia, search engine, online consultation, online booking, online payment, site membership, online survey, links, online offers, E-cards and newsletters. Through the observation of125existing national forest parks’ websites, the geographical distribution, site nature and multilingual application of the websites are analyzed. Following that, the results evaluated by the framework show that China national forest park sites now are still in the initial stage of development and construction, which have good performances on providing information, while poor performances on interactivity and promotion. In addition, there is no significance difference related to the websites’ effectiveness produced by national forest parks among the east, the central, and the western in China. |
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