Tourist Destination Official Website Marketing Function Evaluation Research

With the development of information technology and internet, the role of network marketing in destination is becoming more and more important. Because of the tourism official website authority, reliability and other characteristics, more and more tourists tend to gather information, choose tourism destination, and purchase travel products from destination official website before they have travel. Destination website has become an important platform of destination marketing. Therefore, whether the destination website with functions of camp, and how the performance of marketing functions, is vital for the development of the tourism destination. Thus, evaluation and research to enhance the destination marketing function’s official website has become the important subject by the practice.Tourist destination official website has great advantages in the promotion of destination image, the creation of destination brand and integration of destination resources. The marketing function of tourism destination website is increasingly attention with the rapid development of network marketing. Marketing performance evaluation is a judgment of website marketing effect, but also for tourist destination official website to prepare better able to achieve its marketing function. Based on the existing research results, this paper intends to establish tourist destination official website marketing function evaluation index model, analysis and evaluation the destination website marketing function, find out problems existing in the marketing of the destination’s website and deficiencies, and put forward the corresponding improvement measures and suggestions. On the one hand, looking forward to supplement existing destination website marketing function evaluation system theory, on the other hand, also hope that these theories can be used for the destination for the construction of the website, as a destination website better marketing service.This article takes Shandong province17City Hall tourism website (including tourism information network and government affairs net) construction as an example, using the combination of qualitative and quantitative methods, evaluates the function of website marketing around the city, and puts forward the strategies and suggestions to improve. Firstly, by retrieving, consulting, sorting and analyzing the tourism destination network marketing literature, understands the results of studies and research of domestic and international tourism destination marketing network, and analyzes the shortcomings of the present studies. Then, in this paper, on the basis of existing research, combined with the development status of tourism website around the city of Shandong, and considering the requirements of modern tourism network marketing on the website and the use of consumer demand, establishes4evaluation index model and39specific two level index, detailed analysis of the city of Shandong Province tourism website. According to the marketing function of construction of Shandong province17cities tourism website, using the information service set (Al), online transaction processing (A2), customer relationship management (A3) and technical support (A4) of the four-level technology models and specific indicators39secondary indicators, access to the city’s official websites. Based on the technical indicators and results of the visit, assigns points of website marketing functions around the city, and analysis and discusses the score. This article hopes that this index model can supplement marketing function evaluation system of our country existing tourist destination official website, and expects the recommendations and proposed measures can be used to build the official website of destinations around the city, effectively improve the destination’s official website marketing functions.The results show that, in our province17city tourism website, emphasis on information services, but auxiliary information function is poor; online trading function is weak; more emphasis on customer relationship management, but still not enough in-depth; technology is relatively mature, and able to meet the needs of destination marketing, but without using the technology to dig deeper into the customer potential data. In view of the problems that exist in the destination website marketing, this paper argues that the destination website should improve all aspects of function construction; strengthen the customer relationship management, and outstanding marketing effect; fully tap the potential customer information; use their own advantages, integration of local resources, promote the value of website. In order to increase the site’s marketing efficiency and actual marketing effect.The index system selected has tried to combine with reality, and detailed, but still there are omissions. The website has a certain representation, but can not completely represent the status of other city website construction. The construction of the destination website is constantly changing, the researches on them are in a dynamic change, research will later more thorough, more detailed, more comprehensive.