旅游目的地网络营销绩效的模糊评价研究

发布时间：2018-07-06 06:44

本文选题：网络营销绩效评价 + 旅游目的地　；参考：《江西财经大学》2013年硕士论文

【摘要】：作为一种新型的营销方式,网络营销正逐渐成为各行各业的营销主流,它与快速发展的旅游业共同推动了旅游目的地网络营销的广泛应用,旅游目的地网络营销也渐成为新世纪旅游营销关注的焦点,但作为目的地营销管理过程的一个重要部分,旅游目的地网络营销的绩效评价在理论上却还存有一定的改进空间。基于合理的指标体系与科学的评价方法对旅游目的地网络营销的绩效进行评价能具体地指导与监控营销活动的顺利实施,有利于管理者及时地对营销进程进行调整或改进。文章以对旅游目的地网络营销绩效的评价为研究对象,通过背景研究,得出本文的研究意义,在介绍研究内容、方法,创新与不足之后,全文开始从以下几个主要部分展开分析。首先,本文对国内外文献进行综述,主要通过对旅游目的地网络营销内涵、旅游目的地营销系统、平衡计分卡、网络营销绩效评价指标体系及网络营销绩效评价方法等几个方面进行介绍,确定本文就旅游目的地网络营销绩效评价指标体系构建将要遵循的思路、结构,以及评价方法的选择。其次,构建基于平衡计分卡的旅游目的地网络营销绩效评价指标体系。指标体系构建的理论基础是对旅游目的地网络营销内涵、特点,模式与旅游目的地网络营销绩效影响因素的描述与分析。采用平衡计分卡多维度评价的视角,在已有研究基础之上构建了一套包括4个大类,9个层次与26个指标的旅游目的地网络营销绩效评价指标体系。最后,从层次分析与模糊理论的角度出发,确定采用多层次模糊综合评判模型来对旅游目的地网络营销绩效的评价问题进行研究分析。本文以模糊理论为出发点,结合旅游目的地网络营销绩效评价本身存在的特点,如：较强主观性、模糊性及指标体系多层次性等,发挥层次分析与模糊评判法的优势,运用多层次模糊综合评判和层次分析法的结合对绩效进行评判。此外,以三亚与庐山旅游网为实例,采用专家打分与问卷调查的方式收集数据,完成对两处旅游目的地网络营销的绩效评估,实现对绩效评价模型的应用与验证。由该项实证得出的结果一定程度上验证了中国近几次互联网发展状况统计中关于国内盈利组织(包括旅游目的地)运用网络营销手段开展营销活动存在地域不平衡与效果不显著等问题的存在。鉴于此,文章提出了相关的建议与对策。
[Abstract]:As a new type of marketing method, network marketing is gradually becoming the mainstream of various industries, which, together with the rapid development of tourism, has promoted the wide application of tourism destination network marketing. Tourism destination online marketing has gradually become the focus of tourism marketing in the new century, but as an important part of the process of destination marketing management, the performance evaluation of tourism destination network marketing still has some room for improvement theoretically. Based on reasonable index system and scientific evaluation method, evaluating the performance of tourism destination network marketing can guide and monitor the smooth implementation of marketing activities, and help managers adjust or improve the marketing process in time. This article takes the evaluation of tourism destination network marketing performance as the research object, through the background research, obtains the research significance, after introducing the research content, the method, the innovation and the insufficiency, The full text starts from the following several main parts to launch the analysis. First of all, this paper summarizes the domestic and foreign literature, mainly through the tourism destination network marketing connotation, tourism destination marketing system, balanced scorecard, This paper introduces the evaluation index system of network marketing performance and the method of network marketing performance evaluation, and determines the train of thought and structure to be followed in the construction of network marketing performance evaluation index system of tourism destination in this paper. And the selection of evaluation methods. Secondly, the paper constructs the performance evaluation index system of tourism destination network marketing based on balanced scorecard. The theoretical basis of the index system is the description and analysis of the connotation, characteristics, mode and factors affecting the performance of the tourism destination network marketing. From the perspective of multi-dimensional evaluation of balanced scorecard, this paper constructs a set of performance evaluation index system of tourism destination network marketing, which includes 4 categories, 9 levels and 26 indicators, on the basis of existing research. Finally, from the point of view of AHP and fuzzy theory, the multi-level fuzzy comprehensive evaluation model is adopted to study and analyze the evaluation of tourism destination network marketing performance. This paper takes the fuzzy theory as the starting point and combines the characteristics of tourism destination network marketing performance evaluation, such as: strong subjectivity, fuzziness and multi-level index system, etc., giving play to the advantages of AHP and fuzzy evaluation method. This paper uses the combination of multi-level fuzzy comprehensive evaluation and analytic hierarchy process to evaluate the performance. In addition, taking Sanya and Lushan Tourism Network as an example, using the method of expert scoring and questionnaire survey to collect data, to complete the performance evaluation of the two tourism destination network marketing, and to realize the application and verification of the performance evaluation model. The results from this empirical study to some extent verify that there are some geographical differences in the domestic profit organizations (including tourism destinations) using network marketing to carry out marketing activities in recent Internet development statistics in China. The problems of balance and effect are not significant. In view of this, the article puts forward the related suggestions and countermeasures.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

【参考文献】