| At present, China has developed into a big tourism country in the world. The era of Mass Tourism is gradually opened. In 2015, the share of DIY tour market reached more than 85% in China. Tourism has become an important part in daily life. In the era of Big Internet, with the trend of individual tour, destination online marketing and public information services are facing more challenges. At present, the level of Tourism Destination Official Website(TDOW) in China is different. Therefore, understanding users ’ needs of TDOW, using TDOW to help destination tourism marketing and public tourism service is an important problem in front of the local tourism departments。This is an important requirement proposed by Wisdom Tourism.In this paper, the research object is Tourism Destination Official Website(TDOW). This article explores how Information Usefulness, Information Interaction, Website Friendly, Trust and Transaction functionality of TDOW affect Tourist destination, Official website, Tourism decision, Perceived value, and select the Perceived Value as mediator. Combination with TAM, Perceived Value, Tourist Decision-making and other related theories, put forward hypothesis and construct a model, through the questionnaire survey to obtain the samples, use spss20.0 and AMOS21.0 to verify the hypothesis. In the end, this paper draws the conclusions as following: Information Usefulness, trust, Perceived Value and Tourist Decision-making have positive correlation. Information Interaction, Website Friendly, Trust, Transaction Functionality and Perceived Value have positive correlation.Finally, according to the conclusions, choose “visitbeijing.com.cn” as case study. Compared with the Tourism Official Website of New York(nycgo.com), Paris(parisinfo.com) and Singapore(yoursingapore.com), find differences in domestic and international Tourism Official Website. There are suggestions for improvement as following: a. Improve the interaction of information to promote website; b. Improve information availability and push information directionally; c. Improve website’s credibility, and establish a positive image; d. Enhance website’s friendly, and enhance human care; e. Face up transaction function, and pursuit seamless service. |
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