The Research On Evaluation Of Marketing Competitiveness Of Travel Websites

Since the nineteen ninties, the development of internet is speedy.Timeliness, accuracy, economy and other characteristics of informationdetermine the Internet has become an important application field of tourismindustry. In our country at present, electronic commerce develops rapidly buthaving small proportion of tourism market, suggesting that its development stillhave large space. Cross-time, multimedia, interactive, high efficiencycharacteristics of Interne in the dissemination of information, make the networkmarketing methods showing some obvious advantages compared to traditionalmarketing. In these cases, the travel agencies should develop networkmarketing.At present the most of our travel services are still in the initial stage in theapplication of information technology, although more and more travel servicescarry out the network marketing through the establishing their own website orattending the professional tourism website, the websites do not achieve thedesired effect. The quality of websites is very important in the networkmarketing, only competitive web sites can attract more potential users, eventually translate into actual consumers, so as to bring profits for travelservices. So the research on evaluation of marketing competitiveness of Travelwebsites is very necessary.This paper integrates Potter’s theory of competition, the tourism marketingtheory,network marketing and travel agency marketing managementtheory,which concludes five constituent elements of the competitiveness ofmarketing—marketing concept competitiveness,marketing informationcompetitiveness,marketing strategy competitiveness,marketing tacticcompetitiveness,marketing execution competitiveness. Analyzing the contentsand web marketing functional features of ten famous travel websites, the paperbuilds a competitiveness index system based on previous research. Besides, thepaper adopts analytic hierarchy process, Delphi method to determine the weightof each index. An Empirical Study by the questionnaire method researches fourtravel websites marketing competitiveness of Dalian. The data from the surveyobtained four travel agencies in the whole website marketing competitivenessmore or less, and in the mid to upper level. Travel agency website marketingcompetitiveness index layer of employees of the enterprise marketing concepts,marketing approval degree of innovation consciousness, advertising moderation, comprehensive information, virtual tour, online payment preferential scored low,basically reflects the Dalian Travel Agency website marketing competitiveness’s present situation and the existence question.Therefore the Dalian travelagencies can enrich service to achieve competitive differentiation; train toenhance marketing idea recognition staffs of enterprise; attach importance tonetwork marketing strategies to improve website marketing competitiveness.Finally, this study puts forward the limitations and future research directions.