| In recent years, with the continuous improvement of people’s living standards, more and more people choose travel as a leisure activity. Travel sites expand rapidly with the rise of Internet technology. Meanwhile, travel websites also face to the fierce competition. China’s leading travel websites such as Ctrip, qunar, use many marketing strategies to attract consumers. However, a lot of the strategies are not have obvious effect. The reason is customer satisfaction is not high. To do this, what kind of marketing strategy that can significantly affect customer satisfaction has become the focus of attention in today’s scholars.The main objective of this thesis is discovering the effect of our travel websites marketing for customer satisfaction. We can understand the marketing strategies and the impact to customer satisfaction and propose the target of marketing strategies to increase customer satisfaction.First, the paper inducts travel webs’ marketing strategy and customer satisfaction research of predecessors combined with the actual situation of China’s 11 travel websites’ marketing strategy and model. Then, through questionnaires, from seven aspects—product, price, place, promotion, people, process and physical evidence in total of 31 indicators to research the impact of customer satisfaction. Through the analysis, the eight factors impacting tourism website satisfaction will be summarized mainly including the products, services’ quality, channels, operating convenience, safety, brand awareness, interface aesthetics, customer service and price. Empirical analysis shows that quality and brand of tourism webs are the two most important factors of customer satisfaction, moreover, price, safety, customer service, operating convenience, channels and interface aesthetics are next. Finally, based on the analysis of the result, the paper proposes a targeted marketing strategy to improve customer satisfaction for travel sites. |
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