Zhaoling: tourism website promotion based on RSS technology

"Silicon Valley network October 28," according to "Science and technology and life," the 16th issue of the 2012 issue, the article based on the RSS technology for tourism website promotion advantages and methods are analyzed and explored.


keywords RSS; travel website; promote


in recent years, China's tourism e-commerce rapid development, the 2010 China Tourism E-commerce market scale reached 200 billion yuan, accounting for the overall share of tourism revenue will be near 15%[1]. Each scenic spot site, travel agency website, travel agent website, tourism portal site, Hotel Aviation website, personal website and so on have exploited the Internet to develop the tourism market at home and abroad, the number and scale of tourism sites is unprecedented, tourism is considered to be the most suitable for the development of E-commerce industry. Different tourism sites, because of their own platform to achieve different architectures, the way to promote the site is also different. Based on the RSS technology, this paper makes some useful explorations on the promotion of tourism website.


1RSS Technology Introduction


RSS originates from Netscape's "Push Technology", a data interchange specification (also called aggregate content) for sharing news and other Web content, essentially an XML document that follows a certain format specification. With the development of XML technology, the application scope of RSS has been expanded correspondingly, and it has become an indispensable new technology in many fields such as news media, electronic commerce and enterprise knowledge Management.


from the name, RSS can be "reallysimplesyndication" (Really Simple aggregation), "RDF (Resourcedescriptionframework) sitesummary" (RDF site Digest), and " Richsitesummary (Rich Site Summary) any of the three explanations. In fact, the three interpretations are consistent in nature and refer to polymerization techniques.


from the version, due to the technical innovation and historical reasons for the role of dual factors caused by the current version of RSS, the overall can be summed up as rss0.9x/2.0, RSS1.0 and Atom three series, currently in the RSS rss0.9x/2.0 utilization rate of about 50%, RSS1.0 and Atom account for about 25%.


From a technical standpoint, the parsing of RSS networks consists of three main sections: content providers, RSS aggregators, and RSS browsers [2]. Content provider content not only includes the full content of the Web page should also publish the corresponding RSS (RSS feed), through the RSS aggregator to get the latest RSS files on multiple sites, and according to the RSS metadata specifications to resolve the feed, so as to integrate the corresponding site content; Finally, Users connect to RSS aggregators via a reader based on subscriptions, get information and present content to the user. Currently, most RSS desktop aggregation tools not only have browsing capabilities but also RSS aggregation, so it should be a collection of RSS readers and RSS aggregators.


2 RSS based tourism website Promotion Method


2.1 Advantage analysis based on RSS tourism website Promotion


first, you can pinpoint potential visitors with a need. Travel Web site by publishing a hyperlink article title and summary, the relevant content actively "push" to subscribe to the user's RSS reader. Tourism enterprises can use RSS technology to track and analyze the needs and preferences of tourists. Through data analysis, we can understand the change of visitor's demand in time, target the personalized behavior of tourists, provide tourism electronic service to maintain customers, improve the success rate and customer satisfaction of tourism product sales. Therefore, in comparison to other promotional methods, based on RSS to achieve a more targeted tourism site.


Second, it provides the possibility for visitors to use the website information more actively and personalized. RSS Reader's "subscription service" to the tourists into the Network marketing initiative, users can, according to their preferences, selectively in the form of "channel" subscription to trustworthy content sources. At the same time, the tourist website uses the RSS technology to push the information, the tourist may not be subject to the website structure form the restriction, after downloading can carry on the off-line reading, the archive reservation, the search sort, the correlation classification and so on many kinds of management operation. The tourists ' status is promoted, the initiative and the individuality enhancement, the website information visitor is not only the latent traveling consumer, but also becomes the network marketing dissemination the knot point, becomes the disseminator. RSS set up a technology platform for the rapid dissemination of information, tourists to the fission reaction of the link between the tourist site and its information to more potential tourists. Based on the RSS technology tourism site will be the original bulk travel aggregation for small group travel to become possible.


Finally, the Low-cost advantage. For tourists, based on the RSS tourism website browsing, through the RSS reader software can block out the content and pop-up ads, spam and other spam information, convenient for tourists to quickly get the latest tourism information resources, low time cost. For tourism sites, server-side information on the RSS packaging technology to achieve a very simple, and is a one-time work, long-term information release marginal cost of almost zero, this low-cost advantage is the traditional way of publishing Web site can not match. In addition, the search engine spider robot that provides RSS information source of the site is a frequent update of the site, so the search engine also attaches importance to such a site, easy to index, which helps the site Low-cost promotion.


2.2 Push
of tourism website based on RSS

first, build a website that publishes travel information. The content of the website is the most important factor for tourists to attract visitors, and also the basic condition for the success of Tourism website based on RSS technology. Website content should highlight service and product characteristics, timely update. Second, design rssfeeds, RSS release. Rssfeeds design should meet the user's personalized information needs, subdivide the user, strengthen the industry application, as a tourist line, for the general Travel Friends, tour guides, network personnel, financial personnel, travel agents and other objects should design different rssfeeds. Rssfeeds design is completed, you can set up a rssfeeds channel on the site page for RSS release. Third, the promotion of RSS. Rssfeeds promotion can be carried out in the following two ways. One is the promotion of internal channels. Tourism enterprises can be on their own website, add RSS Introductory Introduction, to guide visitors, you can add in the travel site has its own characteristics, eye-catching RSS subscription icon, link to the RSS page, you can also in the website Bulletin, Mail newsletter timely RSS prompts. Through the above methods to let visitors understand RSS, stimulate their desire to subscribe to RSS. Second, the external channel promotion. Submit RSS to search engines and RSS catalogs, aggregate the feeds content of this travel site with other online media, advertise on blogs and news sources, etc. The above method not only directly increase the RSS exposure, but also for the tourism site to increase the breadth of links, not only can bring traffic, but also speed up the search engine collection and information promotion, so that more tourists search, see the relevant information of the site.


3 Concluding remarks


As the gateway and means of e-commerce, tourism websites can not only promote the image of enterprises, but also help enterprises to realize network marketing, and it is very important for tourism enterprises to promote them by appropriate means. Based on RSS technology to promote tourism sites, is a long-term system of projects, in the implementation of the active analysis of their own site characteristics and advantages, and in accordance with the practice of continuous adjustment to achieve the best results.


[Fund project] Jilin Provincial Education Department "Eleven-Five" Social Science research project "the Development strategy of small and medium-sized tourism enterprises in Jilin Province under the planning of developing and opening the pilot Zone" (2011416)


Reference


[1] China Tourism Research Institute, Sohu Tourism channel. China Tourism e-commerce Development Report [R].2011,09.


[2] Hu Shi, Wang Huiling. Personalized push service based on RSS [J]. Intelligence Magazine, 2008,10.


Author Profile


Zhaoling (1974-), female, Changchun, Jilin Province, is now the Jilin Research Institute of Northeast Asia doctoral students, Jilin Business School, Economic and Trade Branch Associate professor, research direction: e-commerce.