The Effectiveness Of Forest Park Web Site Based On"Purpose-Value" Method

The rapid development of the Internet for the tourism industry has brought new opportunities for development, and at the same time it brings new challenges for the tourism industry. As people income growth and the improvement of living standards, the choice of tourism destination a greater range of tourism consumers become more rational, more and more tourism consumer habits before make travel decisions through travel web sites to collect information for reference. Therefore, to establish an effective web site for the network marketing is of great significance to tourism destination for tourists. Since the1980s, our country forest park has developed rapidly, expanding forest tourism demand, the construction of forest park site is on the agenda, and there have been quite a part of the forest park set up their own web sites. However, judging from the results of literature search, the research of forest park, more concentrated in the resource evaluation, tourism planning, economic evaluation, the tourists demand and tourist behavior, performance evaluation of forest park site articles are very few. Therefore, choosing the appropriate performance evaluation method of forest park website to conduct a comprehensive and scientific evaluation, not only has important theoretical significance, but also has the important practical significance to improve the forest park website construction.This paper chose17forest park site in Hunan province has carried on the empirical research by the method of "purpose-value", the original revised assessment elements, and finally chose a48for forest park website performance evaluation indicators, using website statistics method, questionnaire survey method to obtain the data. Site by calculation of the "purpose-value" type percentage, β coefficient, important and performance of the features, coefficient of Ec, analysis of Hunan forest park website information is not comprehensive, and widespread information update not in time; Site on the content setting is unreasonable, relevant information not merge, the home page content too much, the problem such as secondary pages without content; Using the mode of payment, online booking, off-line transaction security problem seriously enough, did not achieve full sense of online trading; Serious lack of personalization features, online consulting service function is not perfect, also did not realize the importance of customer relationship management; Not enough publicity on forest park, has neglected the network marketing promotion of forest park. In general, Hunan forest park website performance level is low, below the national and provincial forest park site differences, unbalanced development. In conclusion, put forward related suggestions in the construction of the forest park in Hunan province from five aspects, the website information professional level, the website construction specialization level, service level, promotion function and network platform construction.