The general situation of network marketing of destination (scenic area)

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the popularization of Internet application, it has become the current mainstream for tourists to get information about destinations (scenic spots) via Internet. According to incomplete statistics, the current domestic professional travel site up to more than 300, Chinese online travel sites (including tourism channels and Web pages) up to 1000, tourism category site users have reached more than 50 million people. As an important group of tourism Network Marketing, what is the situation of the tourist website of the destination scenic spot? A brief analysis of the blog.

(1) Site construction of destination (scenic spot)

More than 90% of the domestic destinations (scenic spots) have their own tourism information site, but only less than 10% of the destination (scenic) sites barely reach the basic destination network Marketing system requirements. A tourist destination network marketing system should basically include 4 platform: the first is the virtual information platform, built on a network platform, using this platform to provide tourism destination product information. The second is the virtual Exchange platform, providing information to communicate with customers, and exchanges and cooperation with customers. The third is the virtual trading platform, using this platform directly to achieve online transactions, directly to the online purchase. Finally, the virtual relationship platform, through this platform can and customers to create long-term stable relationship, only to achieve and maintain more lifetime customers, to achieve maximum tourism value.

The results of the survey show that the relationship between the four platforms of network marketing is gradual. Information platform is the simplest, relational platform is the most difficult. In the destination (scenic area) of the survey, IS's destination information platform is very good, can provide all aspects of tourism product information; 50% of destinations (scenic spots) have the ability to do a good communication platform, one-way communication, two-way communication and multi-directional communication can be achieved; 21% of Mgto's tourism trading platform, can support direct online transactions, only a few 10% tourist attractions to establish a relationship platform. The higher the walk, the higher the complexity, the less the enterprise that has the ability to operate.

(2) Network Marketing analysis

In order to target (scenic area) to carry on the network marketing strategy and the website use analysis, we randomly selected 14 destination (scenic spot) website carries on the analysis, investigates its network marketing and its product usage situation.

Survey content and results:

① website Developer: In the 15 destinations (scenic spots) sites surveyed, the vast majority of outsourcing to all types of network technology services company for the production and development, which has once mighty Jin travel, professional tourism destination (scenic) site construction companies such as Suzhou Travel Science and Technology Network company, etc. (due to incomplete statistics, Specific proportions and developer lists are difficult to count).

② Web site function development and application: survey found that most of the destination (scenic) site features a single, most have a flash page, to the destination (scenic) Introduction, Product introduction, contact information, etc. as the main content. More than 90% of the sites to provide tourism information as the main function of the application, only 20% of the site has online tourism trading function, the results also found that no destination (scenic) site site to provide e-mail list function, indicating that mail marketing far from the formation of climate.

③ website World rankings and Google evaluation: Due to the investigation channels and resources constraints, can not directly carry out the site traffic statistics, so through the Alexa World Ranking survey to indirectly assess the relative situation of the site visits; In addition, for the Google search engine importance evaluation (PageRank value), It is an important parameter to judge the website's search engine friendliness and the overall performance index of the website. The survey found that 80% destinations (scenic) site Alexa world ranking in the 1 million, indicating that the site is not enough to promote, in fact, the most important reason is the destination (scenic) site did not attach importance to the search engine, Flash web search engine crawl disadvantage, 50% of the destination (scenic) The site's search engine is only a few 100 more.

The importance of Google search engine evaluation (PageRank value) survey found that about 80% of the site PR score of 4, this does not indicate that the destination (scenic) site has done Network marketing optimization and promotion, in fact, because these sites have the government background, the PR value of the Web page is relatively natural higher; 20% Site PR score of 5 and above, indicating that the website has done Network marketing optimization and promotion, has achieved a certain effect. One of the Suzhou Tourism network Alex Ranking and the PR value is the survey of the destination (scenic) site The highest, this is because the Suzhou tourism network has been a little SEO optimization, for the relevant network marketing promotion.

④ Network real name: The survey found that more than 90% of the destination (scenic) site registration and purchase of the network real names products, indicating that the network real-name products have been universal attention and welcome.

⑤ Search engine landing: We have Google, Baidu two big intelligent search engine for the basis of investigation to investigate the destination (scenic) site landing search engine situation. Survey found that only 50% of the corporate web site by Google and Baidu included, but the number of small collection. One of the city-level destination site only more than 100 of the Web page is included, and the urban domestic tourism status is not directly proportional. In addition, the survey also found that almost no destination (scenic) site to buy Google and Baidu's fixed rankings and other products.

⑥ Network advertising: Most destinations (scenic sites) Web site did not carry out the network marketing campaign, only 10% of the scenic sites have such as swaps banner ads, text links, picture ads and other forms of network advertising marketing activities.

Original articles such as reprint, please specify: reprinted from the Tourism Network Marketing _ Tourism E-commerce _ tourism Website promotion-Wang Yu-Ming's travel to talk about blog original address: http://www.yootan.com/jingquwangluoyingxiao/2010101860/60.html