Research On The Network Marketing Effectiveness Evaluating Of World Heritage Scenic Spots In Sichuan Province

Facing the increasingly fierce market competition, tourismdestinations have to seek more competitive marketing methods to obtaingreater competitive advantage and development space. With the rise of thecomputer Internet technology, Tourism Network Marketing provides fordestinationgs a new tourism marketing platform. What’s more, sinceTourism Network Marketing has more advantages than the traditionalmarketing methods, it is treated as a powerful tourism marketing tool.Theeffectiveness of tourism network marketing affect the implement of thedestination marketing goals directly. Therefore, the evaluation ofnetwork marketing effectiveness appears to be significant.Though tourism network marketing is the focus of research, while,tourism network marketing effectiveness evaluation is the weak link inthe studies about tourism network marketing. As long as reliablequantitative tourism network marketing effectiveness evaluation model bebuilt, toursim destinations or enterprises can understand the situationand problems of their own network marketing, improve the level of networkmarketing, achieve marketing goals.This paper created a scenic network marketing quantitative evaluationmodel by combining qualitative methods with quantitative methods. Withthe helep of this model, this paper evaluated the network marketingeffectiveness of three World Heritage scenic spots in Sichuan province,and understood the network marketing status of these three scenic spots.By analyzing the problems existing in the network marketing, this paper tried to take out scientific and workable solutions. Firstly, this paperanalyzed the needs of tourists and how can Web site contribute to visitorsto purchase tourism products. On this basis,constructing the evaluationsystem that including five dimensions and two order indicators, the fivedimensions are “information offer”,“interaction”,“online trading”，“customer relationship management” and“technical support”.Questionnaire was used to access to the raw data of the needs of tourists,three college students in Chengdu, Chongqing and Leshan were selected asthe survey. Factor analysis was used to test the reliability and validityof the rating scale. Structural equation model was used to tset thereasonable and quality of the evaluation system. Analytic HierarchyProcess was used to determine the weight of each index entry. Finally,this paper established an evaluation system that including5-levelindicators,18secondary indicators and58third-level indicators.By using this evaluation system, this paper evaluated tourism networkmarketing effectiveness of three World Heritage scenic spots in Sichuanprovince in a quantitative way. The results are as follows: the first,the three World Heritage scenic spots tourism marketing effectiveness arein the middle level, there are no manifest difference between the threescenic spots. Secondly, the scores of index entries in the same indicatorlayer are significantly different from each other in the same scenic index;it shows the development of network marketing is uneven. There is a strongsimilarity in the tourism Internet marketing of these three World Heritagescenic spots, the own characteristic of each World Heritage scenic spots’network marketing is not obvious.The innovation of this paper is that, under the context of themarket-oriented, this stuy analyzed the needs of tourists and site effectsin great detail, combined visitors’ purchase decision-making processwith the impact of site, discussed how to use the site to promote visitorsto complete the purchase decision-making. On this basis, this paper builta quantitative evaluation theoretical model. Meanwhile, by usingStructural Equation Model (SEM), this paper not only adjusted indicators,but also tested the rationality of index system. This article providesa new approach for the quantitative evaluation of the travel network marketing effectiveness.