A Study On Evaluation System Of Travel E-commerce Website Based On Tourist’s Experience

Nowadays, policy environment, economic environment and technologicalenvironment have provided travel e-commerce, a new model of tourism, with a goodopportunity for development. Travel e-commerce websites emerge and flourishafterwards. Since the objects of travel e-commerce websites are tourists, this researchis based on the perspective of tourists experience. By building the evaluation systemand analyzing empirical results, this paper formulates foundation of strategicdevelopment for websites and provides support of travel decisions for tourists.According to the research status and related theoretical basis, which aresummarized from the domestic and international articles about the evaluation of travele-commerce, this paper selects22evaluation indexes on the basis of online and offlineexperience. Through the importance questionnaire collected on the internet, fourprincipal components factor are extracted form22evaluation indexes using the methodof exploratory factor analysis, which are named product operations capabilities, sitebasic construction, enterprise market reputation and interactive service design. Thenthe evaluation system is texted by the method of confirmatory factor analysis, and theresult is that the evaluation system is scientific and effective because it fits the surveydata well.Ctrip and Qunar, the most popular websites used by tourists according to thesatisfaction questionnaire, are selected as the research objects of empirical analysis.Due to the immature of research on travel e-commerce websites and the uncertainty of evaluation indexes, this paper chooses the method of fuzzy comprehensive evaluationto assess the two websites. The result shows that both of them can get satisfaction notvery satisfaction from tourists, and the score of Qunar is higher than Ctrip slightly.According to the results of fuzzy comprehensive evaluation, this paper proposes toimprove internal construction, such as coordinating the overall development, exertingthe advantages and compensating the disadvantages, as well as to strengthen externalcommunication, such as emphasizing the feedback of tourist, strengthening thecooperation with enterprises and improving communication with service provider.