内蒙古旅游网用户满意度实证研究

互联网对于旅游业发展的重要作用已毋庸置疑，这使得旅游地都积极运用旅游网站开展营销活动。内蒙古旅游网，作为当地旅游景区推广和营销的重要渠道，对内蒙古旅游业的发展具有积极的推动作用。本文以内蒙古旅游网为例，以网站体验、网站信息、电子商务、网站交互性四个维度为基础，运用实证研究方法，辅之以SPSS专业统计软件，调查并分析了网站用户满意度情况。研究结果表明，内蒙古旅游网网站在信息维度下用户满意度较高，其他三个维度用户满意度有待提高。针对网站存在的问题，提出了改进和完善的意见，以促进内蒙古旅游网网站建设，提高网站的用户满意度。

An Empirical Study of Customer Satisfaction of Inner Mongolia Tourism Website

In order to investigate customer satisfaction of tourism websites of Inner Mongolia Tourism Website,this paper proposes the index of customer satisfaction of tourism websites which includes website experience,website information,E-commerce and website interaction.Empirically,the author surveys online consumers to test their satisfaction of tourism websites using SPSS.Reliability test and exploratory factor analysis of customer satisfaction reveal that the website contents can satisfy customers,but website experience,E-commerce and interaction need to be improved.Finally,suggestions for improving customer satisfaction of Inner Mongolia tourism website are discussed.