A SUPPLY-DEMAND DIFFERENCE STUDY OF TOURISM ONLINE SERVICE SATISFACTION IN BEIJING
研究了北京旅游在线服务的供需差异，通过179个网站调查发现供需差异综合得分为-0.31，指出旅游企业缺乏战略规划和对互联网商业潜力的理解。
Tourism organizations are providing various tourism-related online services.More and more customers are using Internet and websites to get tourism information,make airline reservations and reserve a hotel.User satisfaction has become the focus of tourism websites research and information geographic research in the recent years.However,the study of tourism online service has not been unanimously agreed on because it is still at its early stage of study.Taking the studying about Beijing tourism online service as the subject,the article establishes a function basis on evaluation of tourism online service and finds a key point to evaluate tourism online service—the relation between supply and demand.And it also offers an effective way of evaluation of the system—satisfaction quadrant in different supply-demand relationship,and at last work out the Beijing,s supply and demand difference.According to the current development of the Internet-based tourism online service in Beijing,this paper also proposes a model for assessing the possibility of a tourism supply-demand difference.The model is tested through measuring the tourism online service developed in 179 websites in beijing.Through the survey tourism online service market in Beijing we found that: basically,the tourism website design and information supply of Beijing tourism companies has reached a high level.Each tourism website includes a number of the most common elements/functions.Almost websites provide information of address,contact detail,email request,report or more detail,basic product catalogue,and internal links.Only some of the websites developed customer support(such as FAQ and map).Very few websites have provided product catalogue with price/database search.Very few sites allowed online booking.Some tourism companies have started to send information to registered Internet users.We found that almost Internet users also have a relatively high propensity to tourism online service as the experience.The results from our study indicate that the tourism online service in Beijing is not very well with the rapidly changing environment.The integrative score of supply-demand difference is-0.31.In conclusion,this study analyses main barriers and challenges to develop tourism online service in China.The results indicate that although tourism business sector has obtained a rapidly development in tourism online service,many tourism organizations lack strategic business planning and have a poor understanding of the potential of Internet commerce.The key of tourism online market development for China government is to put attention in policy,law environment and industry background of IT and communication infrastructure.Due to growth of large tourism online organizations and customers' newfound ability to transact directly with tourism suppliers(coaches,hotels and tourism spots),current small tourism agents will meet more challenges in China over the next few years.