A Study Of Domestic Travel E-commerce Website Evaluation Based On Travelers' Perception.

The rapid development of Internet and information brings great challenges and opportunities to tourism industry, not only changing the original management of tourism enterprises, but also influencing travelers'behavior. Therefore, informatized tourism becomes the product of the times. As the most direct and effective way, tourism website has been drawn attention, especially with the scale of business users increasing, by more and more tourism enterprises. The number of online shopping users increases by 48.6% in 2010. Meanwhile, the use of online payment and online banking improves fast. More economic activities have stepped into the times of internet. For most tourism enterprises, how to use internet to develop E-commerce and marketing activities effectively in this background become their important issue.On the basis of related research review of evaluation of domestic and international travel site, analyzing how the internet influences tourism consumers decision-making behavior, a comprehensive evaluation system which is applicable to professional travel e-commerce website has been established. The factors which have significant effects on consumer decision-making behavior will be indexes. This article setting the existing professional tourism e-commerce websites as examples finally makes the conclusion by establishment of evaluation system, hypothesis research, system amendments and hypothesis test.(1) The quality of information service that consumers recognize to these professional tourism website has significant effect on their online purchase intention.(2) The quality of e-commerce service that consumers recognize, especially, safe and diverse ways of online payment and line order fulfillment, shows the positive correlation with their online purchase intention.(3) The interactive services that websites supply have terrific marketing effect.(4) Website performance also influence online payment but its effect is not significant.On the basis of the conclusion, this research makes some development proposals for these professional tourism website and supplies a science-based evaluation system for their effectiveness evaluations.