A Study On The Evaluation Of Tourism Network Marketing Performance

Since the policy of Reform and Opening-up was performed in our country, thedevelopment of the Internet is in the ascendant, and the number of the internet users isrunning to600million, at the same time, the consumption idea and behavior of themis changing profoundly. It has been a main tendency to the use of internet formarketing activities in the twentieth century’ marketing. As an industry which is ofstrong ability to merge, tourism is driven by the internet, and in this way the age oftourism network marketing comes. Tourism network marketing is changing thetraditional management mode of tourism and code of conduct, fundamentally changedthe traditional tourism marketing pattern. At present, tourism network marketing inour country is growing at a rapid speed, and it also satisfies the needs of the societyfor it is developing healthily and rapidly. So, it is indispensable to build a network oftourism marketing performance evaluation index system and to provide a theory toolfor evaluation, guidance and decision-making.This paper has put forward30Evaluation indexes of the tourism networkmarketing performance that on the basis of draw on the experience of previousresearch; as the object to tourism network marketing performance evaluation and itsapplication; based on the theory of integrated marketing, soft marketing theory, directmarketing theory, summarized important research literature both domestic and foreignfrom the concept of tourism network marketing performance evaluation. Screenedindex by consulting experts, and amended the evaluation index system. Theframework of evaluation index system of tourism network marketing performanceconstructed by3first grade indexes, which are travel website performance、theperformance of tourism enterprise、and customer relationship;10second gradeindexes, which are website design、 tourism product performance、 financialperformance etc.;29third grade indexes,which are the growth rate of sales income、tourism products richness、 online travel advisory service quality etc.. Afterconstructed the evaluation index system of tourism network marketing performance,using the questionnaire、the analytic hierarchy process、YAAHP to determine theweight of each index. Based on the fuzzy comprehensive evaluation method, establishes the tourism network marketing performance evaluation criteria.By proofed,after the tourism network marketing performance evaluation to thecase of NASDAQ: LONG that using fuzzy comprehensive evaluation methodcombined with the previously established evaluation criteria, it is found someproblems. According to these problems, this paper will give countermeasures andsuggestions in three aspects of strengthen the construction of tourist sites、rich culturalconnotation of tourism products、enhance the level of logistics services.