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提出适合旅游目的地营销系统的评价指标体系,将DMS网站的评价指标体系分为两级,一级指标5个,二级指标20个,并对我国大陆31个省区的旅游目的地营销系统进行测评。测评结果表明,目前我国旅游目的地营销系统在界面与风格、信息功能、在线预订与服务、营销与互动方面还存在不足,管理与运作水平不高,我国旅游目的地营销系统亟待提高运营效率。
Put forward the evaluation index system suitable for tourism destination marketing system, divided the evaluation index system of DMS website into two levels, five first level indexes and twenty second level indexes, and analyzed the tourism destination marketing system of 31 provinces in mainland China For evaluation. The evaluation results show that at present, the marketing system of tourism destination in our country still lacks in the aspects of interface and style, information function, online reservation and service, marketing and interaction, and the management and operation level is not high. Our country’s tourism destination marketing system urgently needs to improve operational efficiency.