摘要
As the Economic Reform and Opening Up processes continue to develop intensively in China, the tourism industry has attained aconsiderable scale and has developed rapidly after nearly 20 years of progress. In recent years, leisure tourism has become arapidly growing sunrise industry as a result of the gradual increase in Chinese income. Such increase became evident in the 80sand 90s, when consumption attitudes changed. Furthermore, the Internet and e-commerce have also grown very quickly.Consequently, the natural integration of tourism and e-commerce occurred. From 2004 to 2014, e-commerce websites devoted toChinese tourism emerged continuously, and the industry scale expanded unceasingly. Gradually, e-commerce captured thetraditional offline travel agency＇s market share. The pattern of industrial upgrading in tourism has become the current trend.However, some problems and contradictions also exist in the development of e-commerce in the tourism industry, and manytourism websites that once flourished had their ups and downs and even declined amidst the competition. This decline has beenbrought about by the failure of some tourism enterprises to grasp the purchase intention of customers and to enhance their corecompetitiveness according to the actual demands of their users. Thus, this empirical study aims to provide a better marketingstrategy policy for online travel managers. To attain this aim, questionnaire survey methods were used in combination with theanalysis of the related characteristics of online travel products.
