| The travel website met the needs for modern tourists to pursue personalized, customized travel services. The buying process became more complicated via website and showed many new features in every sector. With the rapid development of information technology, we’ve got more research methods and analysis technology. Users’online booking behavior recorded honestly through the database and network storage technology. We can analyze massive information rely on intelligent data mining tools so that we may discover useful information from users’traces and deepen the understanding of online buying behavior.Theoretically, the study of online booking behavior of travel websites user is an important part of modern tourist behavior. At present, both domestic and foreign research in this field is still at the initial stage, the related theory needs further study and improvement. Practically, on the one hand, travel website enterprises eager to grasp and predict the user purchase behavior and demand accurately in order to find new breakthrough and improve competitiveness. On the other hand, online booking service will be an important part of future tourism industry so that the research is meaningful to optimize the product design and improve marketing strategy as well as promote the transformation and upgrading of tourism industry.We chose the user of travel website as the main object of study. Based on the analysis in the literature, this paper introduced the development of Chinese travel websites and online booking acts in detail. Through the research, we got3results. One is nowadays Chinese online booking behavior of travel website users is still at the period that online searching, online submitting but offline paying. Two is the rate of online hotel products booking is higher than that of online tourism products booking, but the success and online payment rate of online tourism products booking is higher than that of the hotel. Three according to the difference of online booking behavior there are four kinds of users, which are lower searching and online paying, higher searching and paying online, booking online but paying offline by buying travel products and the whole process online.First this paper reviewed the related literature and introduced the main content and research methods and definite the concepts. Secondly, based on the analysis in the literature, this paper introduced the development of Chinese travel websites and online booking acts in detail which lay the foundation for the later analysis. Thirdly we established the index and the analysis method by using data mining. Through the empirical analysis, finally, we got three results and gave the suggestion for the further development of online travel service industry. |
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