基于百度指数的搜索引擎中旅游搜索行为研究--以西安典型旅游景区为例

摘要

A bstract:In the age of internet, the use of internet for travel information searching has become an important model of tourists’behavior. Based on the Baidu index searching volume variation of 42 typical Xi’an attractions, the article explores the tourists’searching behavior patterns. The findings are as follows:firstly, the searching behavior of tourists changes regularly in a natural year, that is, during the period of public holidays and the summer holiday, the travel infor-mation needs are on peak;secondly, tourists not only increasingly prefer to use a mobile terminal to get the information they need, but also the travel searching behavior based on mobile terminals will continue to strengthen;lastly, tourists information searching runs throughout the whole process of tourism activities, also the information needs volume and the use of terminal differ at different stage of tourism activities. Finally based on the findings of the article, management impli-cations and suggestions are made for successful travel search engine marketing.%网络时代，使用互联网搜索旅游信息成为潜在旅游者搜索行为的重要模式。文章基于西安42个典型景区百度指数关键词搜索量的变化规律，探讨潜在旅游者搜索行为的规律。结果显示，旅游者的搜索行为在一个自然年度内呈现规律性的变化，即在公共假日期间和暑期形成对旅游信息搜索的高峰期；旅游者在线信息搜索行为对移动端的依赖度迅速上升；旅游者的信息搜索行为贯穿于旅游活动的全过程，而且旅游不同阶段旅游者的信息需求量和终端使用均呈现出一定的差异。文章基于研究结论还对旅游搜索引擎营销决策提出了管理的启示和建议。