"Uses And Gratifications" Research For Travel Website

This research is an audience study targeted to travel website audience and based on “uses andgratifications” theory.The result shows that major audiences of travel website are females aged from21to25withmiddle education background and income level; Gender, age and income have some effects onwhat different audiences need from travel website; Information content is most needed andsatisfied by audiences and social content is the least; Neither audiences’ involvement norselectivity to travel website meets author’s expectation, and they both influence the audiences’gratification; Use frequency of travel website is also low; After use, different activities occurby whether gratification is felt, the result shows that positive activity after gratification is morethan passive activity with no gratification;“Audience subjectivity” of travel website is notwell reflected. This research puts forward some problems of travel website according to theresults, including imbalance development of different content, weak honesty compared totraditional travel media, etc; Advises are also suggested, including distinguishing featurehighlight, tips put-up, etc; Shortcomings and suggestions for future research are proposed atlast.