An Empirical Research on Tourism Marketing Communication by the Government: A Case Study of Changshu in Jiangsu Province
以常熟市为例，基于266份样本，用探索性因子分析和结构方程模型，发现电视媒体对旅游信息传播影响最显著，而广播、印刷媒体、网络和口碑传播效果不显著，为政府旅游营销提供策略建议。
According to the monitoring data,the paper takes Changshu for example to analyze tourists’evaluation on tourism products and the source of tourist information as well as its strength and effect.Based on 266 samples collected,the paper conducts exploratory factor analysis to extract eight common factors which are network,TV,radio,print media,oral spreading,tourism service attraction,tourism environment attraction and tourism resource attraction.A structural equation model and 15 hypotheses are developed on the basis of five factors of information source and three factors of tourism attraction.The results show that at the present stage of tourism marketing in Changshu,the impact of television media on tourism information communication is the most significant,whereas radio,print media,network media and oral spreading are not significantly related to marketing effectiveness.The paper provides strategies and advices for the Changshu government in terms of tourism marketing communication.