Research on the Evaluation and Optimization of Governmental Tourism Official Website at County and City Levels Based on Hierarchical Analysis: Take Hainan as an Example

摘要

Set up the evaluation system and index weight of the secondary index which contain e-government, information service, website design, online transaction, interactive communication, customer relationship management, etc by analytic hierarchy process for tourism official website of county and municipal level and take Hainan as an example to evaluate. We find that the tourism official website of county and municipal level is in the middle and low level overall. The degree of education of tourism official website of county and municipal in south is high, followed by north and east and the west and the middle are weaker. In view of indicator, the level of information service and website design is higher, the level of interactive communication is general and the level of e-government, online transaction and customer relationship management is lower, narrowing the gap between city and county tourism official website information, improving online trading information and channels and optimizing website layout design and highlight interactive function are the suggestions from us.