Research On The Effect Of Tourism Comprehensive Website Based On Interactive Mode

Now Tourism is in the stage of image atfer the Resource stage,Marketstage,Product stage，Ads become one of the most important way to propagandaproducts and build brands.The birth of the Internet bring the big chance to companyand change the structure of media communication，which form the "Fitfh Media"following Newspaper Magazine，Broadcast，TV. The web ads achieve the attentionsfrom the advertiser and it will be the dynamic method in21C.However, theincreasing trend of web ads decrease the reliability of ads,and the advertiser can’t getthe expected effectiveness.So the research of web ads effectiveness deserve theattentions.The paper sort out the research on factors of the communication of the webads，effectiveness of web ads etc. Based on the results the paper divide the factors intothree parts: the advertisers;communication media;the accepters.and take the thecognition， emotion, action as the embodiment in description of adseffectiveness.Then build the interactive model according to the communicationmechanism, and we choose the ads on tourism website as research objects to verifythe interactive model. We adopt the method of investigation and use QQ，Email etc.tomake the investigation.Finally we use SPSS17.0to analysis the relationship betweenthe variance.The results confirmed the factors of ads on tourism websites including threeparts:ad contents and ad forms，famous degree and functions, focus of ad and motives.Andverify the relationship between factors and effectiveness of ads with theregressive and correlation analysis. Ad contents is related with cognition,emotion andaction, and ad forms，ifmctions，focus of ad,motives are only have a relationshipwith emotion and action，the famous degree is only related with cognition and action.