| With the continuous progress of Internet technology,the tourism e-commerce industry has flourished,and the online hotel industry has been developing more strongly,gradually becoming the focus of the tourism market.With the improvement of people's living standards,tourism has become a popular way of activities.At the same time,tourism consumers' demand for tourism is no longer satisfied with simple travel activities,but from six aspects of food,live,travel,travel,shopping and entertainment,and have high requirements for each stage.Among them,the accommodation industry occupies a very important position in the whole tourism activities.It is an effective way to promote the further development of the online tourism in China by exploring the hotel industry,especially the online hotel,and mastering the influence factors of the online hotel product interface information to the consumer decision-making.On the one hand,it can offer corresponding countermeasures to the online marketing of the hotel industry;on the other hand,it can also contribute to the expansion of the OTA platform.On the basis of reviewing and summarizing the research on tourism e-commerce research,online hotel research and online consumer buying behavior,the paper defines tourism e-commerce,OTA and online hotels and consumers of tourism e-commerce.With the guidance of e-commerce,tourism e-business theory and tourist consumption behavior theory,taking Qingdao as an example,starting from the core of the tourism industry and the hotel industry,using the largest tourist agent in China,Ctrip Travel website,the information and sales of the online hotel products in Qingdao have been carried out for one year.Data collection,establishment of a scientific database,and discussion of hotel product interface information that affects consumer decision making.Based on the effective data processing and sorting out 11752 effective data,the Pearson correlation coefficient analysis method is used to analyze the relationship between the interface information of the online hotel products in Qingdao and the consumer decision-making.The hotels were classified according to different levels and different business districts,and the influencing factors of interface information on consumer decision-making were further explored.(1)To analyze the overall relationship between the consumer decision-making and the interface information in Qingdao,and conclude that the impact of scoring,breakfast,housing and the distance from the hotel to the sea is more significant.(2)In the analysis of the factors affecting the consumer purchase decision of different hotels in Qingdao,it is not difficult to find that there is a significant correlation between the hotel sales in different price ranges and the scores,the total days,the housing and the distance from the sea.(3)To analyze the influencing factors of the consumer purchase decision of different Hostel Downtown Hotel,the present price,score,breakfast,the total days and the housing type of the different Hostel Downtown Hotel of Qingdao have different influence on its sales.According to the conclusion of the study,it puts forward the suggestion of Qingdao hotel online marketing strategy analysis and optimization of OTA interface information.On the one hand,this study can improve the related theories of tourism E-business Market Research;on the other hand,it can also provide reasonable and effective countermeasures for hotel sellers to improve online product sales and consumer satisfaction. |
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