基于目的-价值的中韩旅行社网站内容比较研究  

A Comparative Study on South Korea-China Tour Operator Website Contents based on Purpose-Value Framework

作　　者：李祗辉[1] 韩真洙[2] 

机构地区：[1]北京石油化工学院人文社科学院,北京102617 [2]韩国庆熙大学酒店与观光学院,韩国首尔130701

出　　处：《商业研究》2014年第1期179-184,共6页Commercial Research

基　　金：国家社科基金项目"建设世界旅游强国制度创新研究";项目编号:13BJY144

摘　　要：本文选取全国百强旅行社中前30位旅行社,与韩国经营出境游业务旅行社中前30位旅行社作为研究对象,采用目的 -价值矩阵下的分析指标及Ho的β指数,对中国与韩国代表性旅行社网站内容进行比较研究。中国旅行社和韩国旅行社网站β指数分别为7.0919和8.3089,表明中韩两国代表性旅行社网站内容已处于较高水平,其中韩国旅行社网站β指数较高,说明韩国旅行社网站为旅游者提供内容更详尽、实现价值更高,具有借鉴和参考价值。从目的 -价值矩阵具体指标来看,两国代表性旅行社网站内容存在异同。The purpose of this study is to compare the main characteristics of tour operator＇s website contents between China and South Korea by selecting Top 30 Chinese tour operators and Top 30 Korean tour operators. To achieve this goal, Ho＇s 13 index was calculated based on purpose- value frame and the indices were compared between China and South Korea. As a result of analysis, the websiteβ indices are 7. 0919 and 8. 3089, showing both Chinese and South Ko- rean tour operator websites are in higher level in web contents. Moreover, Chinese tour operator websites are a little less information- oriented compared with South Korean tour operator websites. Specific targets from the objective value ma- trix, there are differences in tour operator website contents between them.

关 键 词：旅行社网站 目的-价值矩阵 韩国与中国 比较研究 

分 类 号：F590.3[经济管理—旅游管理]