【摘要】：互聯(lián)網(wǎng)的發(fā)展影響著人們生活的方方面面，網(wǎng)絡(luò)經(jīng)濟也逐漸滲透到各行各業(yè)，世界經(jīng)濟體現(xiàn)著全球化、信息化的特征和趨勢，旅游行業(yè)也融入到這股洪流中。在這種背景下，網(wǎng)絡(luò)營銷成為了旅游地進行營銷活動的必然選擇。 目前在旅游營銷領(lǐng)域?qū)β糜尉W(wǎng)絡(luò)營銷績效的研究不少，但大部分集中在對旅游企業(yè)或旅行社網(wǎng)絡(luò)營銷的研究，以旅游地為研究對象的并不多。而即使是研究旅游地網(wǎng)絡(luò)營銷績效，各研究者從不同視角構(gòu)建了評價體系，但由于指標數(shù)據(jù)搜集等方面的問題，實證研究也不多見。本文從旅游地維度，以網(wǎng)絡(luò)營銷績效為研究對象，建立評價指標體系，并通過實證研究對其進行了運用。 首先，通過分析大量的相關(guān)文獻，對旅游網(wǎng)絡(luò)營銷和網(wǎng)絡(luò)營銷績效的含義、進行了闡述，并分類和總結(jié)出旅游網(wǎng)絡(luò)營銷的六種模式以及網(wǎng)絡(luò)營銷績效評價的四種方法。然后對旅游地網(wǎng)絡(luò)營銷績效有影響的因素進行了分析，得出其四大影響因素：網(wǎng)站建設(shè)、游客滿意、財務(wù)績效和發(fā)展前景，并以此為依據(jù)確定了績效評價指標。指標的選取分別從網(wǎng)站效益、游客效益、財務(wù)績效和網(wǎng)絡(luò)營銷發(fā)展效益四個維度進行，分別再次分層、解析，，最終確定了二十五個具體指標。再通過問卷的分析，得出各指標的權(quán)重，從而建立了旅游地網(wǎng)絡(luò)營銷績效評價體系。通過引入案例，將評價體系運用于實踐，結(jié)果顯示云南旅游電子政務(wù)網(wǎng)的營銷績效優(yōu)良，大部分指標表現(xiàn)良好，但受網(wǎng)站推廣不力和收益轉(zhuǎn)化率低的影響，造成網(wǎng)站推廣和財務(wù)績效水平的不理想。最后，通過對整個研究過程的反思，，分別從思想戰(zhàn)略、旅游地規(guī)劃、營銷途徑、網(wǎng)站建設(shè)和人才培養(yǎng)這五個方面，為旅游地網(wǎng)絡(luò)營銷策略提出了建議。
[Abstract]:The development of the Internet affects all aspects of people's lives, and the network economy is gradually infiltrating into various industries. The world economy embodies the characteristics and trends of globalization and information, and the tourism industry is also integrated into this torrent. Under this kind of background, the network marketing has become the inevitable choice which the tourist destination carries on the marketing activity. At present, there are a lot of researches on the performance of tourism network marketing in the field of tourism marketing, but most of them focus on the tourism enterprises or travel agencies. Even if the study of tourism destination network marketing performance, the researchers from different perspectives to build an evaluation system, but due to the issue of index data collection, empirical research is rare. In this paper, the evaluation index system is established from the tourism destination dimension, and the performance of network marketing is taken as the research object, and it is applied through the empirical research. First of all, by analyzing a large number of related literature, this paper expounds the meaning of tourism network marketing and network marketing performance, and classifies and summarizes six modes of tourism network marketing and four methods of evaluation of network marketing performance. Then, the paper analyzes the factors that influence the performance of tourism destination network marketing, and finds out four factors: website construction, tourists' satisfaction, financial performance and development prospect, and determines the performance evaluation index based on this. The selection of indicators is carried out from four dimensions of website benefit, tourist benefit, financial performance and network marketing development benefit, respectively, again stratified, analyzed, and finally determined 25 specific indicators. Through the analysis of the questionnaire, the weight of each index is obtained, and the evaluation system of tourism destination network marketing performance is established. Through the introduction of cases, the evaluation system is applied to practice. The results show that the marketing performance of Yunnan Tourism E-Government Network is good, most of the indicators are good, but affected by the lack of promotion of the website and the low revenue conversion rate. Causes the website promotion and the financial performance level is not ideal. Finally, through the introspection of the whole research process, this paper puts forward some suggestions for the tourism destination network marketing strategy from the five aspects of thought strategy, tourism destination planning, marketing approach, website construction and talent training.
【學(xué)位授予單位】：云南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7;F274

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