【摘要】：隨著信息技術(shù)及互聯(lián)網(wǎng)的高速發(fā)展，旅游信息化成為旅游業(yè)發(fā)展的重要趨向之一。在旅游信息化發(fā)展推動下，各省級旅游行政主管部門對旅游門戶網(wǎng)站建設(shè)的重視程度不斷加大，并將其作為促進(jìn)旅游目的地營銷及加強(qiáng)旅游電子政務(wù)建設(shè)的有效平臺。同時(shí)，在電子政務(wù)及網(wǎng)絡(luò)營銷背景下，網(wǎng)站影響力已成為網(wǎng)絡(luò)評價(jià)的重要內(nèi)容。因此，本研究通過對省級旅游門戶網(wǎng)站影響力比較研究，探索省級旅游門戶網(wǎng)站發(fā)展現(xiàn)狀及目前存在的問題，并提出提升網(wǎng)站影響力的相關(guān)的建議，具有一定的現(xiàn)實(shí)意義。 本文明確了省級旅游門戶網(wǎng)站影響力的相關(guān)概念，梳理了網(wǎng)絡(luò)計(jì)量學(xué)理論相關(guān)內(nèi)容，總結(jié)了網(wǎng)站影響力評估方法，并在網(wǎng)絡(luò)計(jì)量學(xué)指標(biāo)基礎(chǔ)上構(gòu)建包括省級旅游門戶網(wǎng)站影響力橫向比較、縱向比較、綜合比較三個(gè)維度、用戶層面和資源層面兩個(gè)層面及政務(wù)網(wǎng)和資訊網(wǎng)兩個(gè)具體內(nèi)容的省級旅游門戶網(wǎng)站影響力比較體系，便于更好開展省級旅游門戶網(wǎng)站影響力比較研究。 省級旅游門戶網(wǎng)站影響力橫向比較基于共鏈指標(biāo)，比較結(jié)果表明我國省級旅游門戶網(wǎng)站政務(wù)網(wǎng)信息交流模式相似度及頻繁度高于資訊網(wǎng)；且香港、澳門旅游網(wǎng)與大陸旅游網(wǎng)聯(lián)系不密切。省級旅游門戶網(wǎng)站影響力縱向比較基于單鏈指標(biāo)和流量指標(biāo)，比較結(jié)果表明總體上政務(wù)網(wǎng)及資訊網(wǎng)發(fā)展水平偏低，但資訊網(wǎng)用戶層面及資源層面影響力均高于政務(wù)網(wǎng)。省級旅游門戶網(wǎng)站影響力綜合比較基于前兩者比較指標(biāo)，并根據(jù)信息熵法確定各指標(biāo)權(quán)重，綜合排名結(jié)果表明四川、河南、上海、安徽等網(wǎng)站影響力較大，，但排名先后與地方經(jīng)濟(jì)及社會發(fā)展水平的相關(guān)性不大；整體上我國省級旅游門戶網(wǎng)站影響力均處于中等偏弱階段及以下；進(jìn)一步探究省級旅游門戶網(wǎng)站影響力區(qū)域分布，各區(qū)域基本持平；選取排名靠前網(wǎng)站進(jìn)行旅游網(wǎng)站特性比較表明各旅游網(wǎng)應(yīng)加強(qiáng)投訴建議平臺建設(shè)及頁面改版升級。最后，在全文比較研究結(jié)果分析基礎(chǔ)上，筆者分別從宏觀及中微觀兩個(gè)尺度，包括區(qū)域旅游網(wǎng)站合作交流、旅游目的地網(wǎng)站體系優(yōu)化、旅游目的地旅游電子政務(wù)完善、旅游目的地網(wǎng)絡(luò)營銷提升四個(gè)方面，提出提升省級旅游門戶網(wǎng)站影響力的對策。
[Abstract]:With the rapid development of information technology and Internet, tourism informatization has become one of the important trends of tourism development. With the development of tourism information, the provincial tourism administrative departments pay more and more attention to the construction of tourism portal, and regard it as an effective platform to promote the marketing of tourism destination and strengthen the construction of tourism e-government. At the same time, under the background of e-government and internet marketing, website influence has become an important content of network evaluation. Therefore, through the comparative study of the impact of provincial tourism portals, this study explores the current situation and existing problems of provincial tourism portals, and puts forward relevant suggestions to enhance the impact of the websites, which has certain practical significance. This paper clarifies the related concepts of the influence of provincial tourism portal websites, combs the related contents of the theory of Webometrics, and summarizes the methods of evaluating the influence of the websites. And on the basis of the web-based metrology index, it includes three dimensions: horizontal comparison, vertical comparison and comprehensive comparison of the influence of provincial tourism portals. The comparative system of the impact of provincial tourism portals in terms of user level and resource level, and two specific contents of government affairs network and information network, is convenient to better carry out the comparative research on the impact of provincial tourism portals. The horizontal comparison of provincial tourism portals' influence is based on the common chain index. The results show that the similarity and frequency of the information exchange modes of the provincial tourism portals are higher than that of the information networks. Macau tourism network and the mainland travel network is not close. The vertical comparison of the impact of provincial tourism portals is based on single chain index and flow index. The results show that the development level of government affairs network and information network is on the low side, but the influence of information network user level and resource level is higher than that of government administration network. The comprehensive comparison of provincial tourism portals' influence is based on the former two comparative indexes, and the weight of each index is determined according to the information entropy method. The comprehensive ranking results show that Sichuan, Henan, Shanghai, Anhui and other websites have great influence. However, the ranking has little relevance to the level of local economic and social development; on the whole, the influence of provincial tourism portals in China is in the middle weak stage and below; further explore the regional distribution of the impact of provincial tourism portals. The comparison of the characteristics of tourism websites shows that each travel network should strengthen the construction of complaint and suggestion platform and upgrade the page. Finally, based on the analysis of the results of the full-text comparative study, the author respectively from the macro and micro scale, including regional tourism website cooperation and exchange, tourism destination website system optimization, tourism destination tourism e-government perfect. This paper puts forward the countermeasures to promote the influence of provincial tourism portals in four aspects of the promotion of tourism destination network marketing.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592

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