Comparative Analysis of the Ecological Appeals on the Sino-US Tourism Destination Promotion Websites

摘要

Nowadays,the increasing applications of destination advertising and promotional activities are becoming a major means to attract domestic and overseas tourists. This paper did a content analysis based on a sample of 159 tourism web sites in China and United States,to explore the differences between these two countries' appeals,content and values from ecological appeals. We conclude that the ways of U.S. tourism destination Web sites appeals are richer,and they emphasized more consciousness of ecological responsibility,also reflected more innovation sense; two sets of samples showed significant differences in etiquette,competition,and materialistic values; Chinese traditional values and ideas related more closely than those of American to tourism destinations promotion.