【正文】 畢業(yè)論文（設(shè)計(jì)） 題 目 電子商務(wù)整合紹興旅游業(yè)的對(duì)策研究 姓 名 王思浩 學(xué) 號(hào) 3100113073 專業(yè)班級(jí) 電子商務(wù) 102 指導(dǎo)教師 李成剛 分 院 經(jīng)濟(jì)與貿(mào)易學(xué)院 完成日期 20xx 年 5 月 18日 寧波理工學(xué)院 Research on Countermeasures of Integration of Tourist Industry in Shaoxing by Ebusiness Wang Sihao 摘 要 本文通過(guò)對(duì)國(guó)內(nèi)外電子商務(wù)理論、旅游電子商務(wù)理論等文獻(xiàn)的研究，理清了國(guó)內(nèi)外是如何通過(guò)旅游電子商務(wù)整合旅游業(yè)、在整合過(guò)程中存在的問(wèn)題和解決方法。分析紹興如何用旅游電子商務(wù)去整合當(dāng)?shù)氐穆糜钨Y源。 本文對(duì)紹興地區(qū)旅游業(yè)存在的問(wèn)題 進(jìn)行問(wèn)卷調(diào)研，利用 SPSS 軟件進(jìn)行實(shí)證分析。 借鑒麗江旅游電子商務(wù)整合旅游業(yè)的案例，對(duì)解決在整合中出現(xiàn)的問(wèn)題進(jìn)行了較為深入的研究，最后提出對(duì)紹興地區(qū)電子商務(wù)整合旅游業(yè)的對(duì)策。 關(guān)鍵詞 電子商務(wù)；旅游業(yè)；整合 Abstract Through the research on literatures on foreign and domestic Ebusiness theories and tourism Ebusiness theories and so forth, the paper clarifies how domestic and foreign countries integrate the tourist industry by tourism Ebusiness, and the problems existing in the integration and solutions. The paper also introduces how Shaoxing applies the tourism Ebusiness to integrate local tourism resources. The paper conducts questionnaire inquiry on problems existing in the tourist industry in Shaoxing and applies SPSS software to realize empirical analysis. Using the case of integration of the tourist industry in Lijiang with application of the tourism Ebusiness, the paper conducts relatively deep research on solutions to problems appearing in integration and finally proposes countermeasures for the integration of tourist industry in Shaoxing with application of Ebusiness. Keywords Emerce； tourism； integration 目 錄 一、引 言 ............................................................................................................ 1 （一）研究目的 ............................................................................................ 1 （二）研究意義 ............................................................................................ 1 （三）研究方法 ............................................................................................ 2 1. 文獻(xiàn)研究法 ....................................................................................... 2 2. 案例研究法 ....................................................................................... 2 3. 實(shí)地考察法 ....................................................................................... 2 4. 訪談法 ............................................................................................... 2 二、國(guó)內(nèi)外研究現(xiàn)狀 ............................................................................................ 3 （一）旅游電子商務(wù)研究 ............................................................................ 3 1. 旅游電子商務(wù)的概念 ....................................................................... 3 2. 旅游電子商務(wù)的特點(diǎn)和現(xiàn)狀 ........................................................... 3 （二）電子商務(wù)對(duì)旅游業(yè)的促進(jìn) ................................................................ 5 （三）旅游業(yè)整合的相關(guān)研究 .................................................................... 5 1. 國(guó)外研究現(xiàn)狀 ................................................................................... 5 2. 國(guó)內(nèi)研究現(xiàn)狀 ................................................................................... 5 （四）評(píng)述與總結(jié) ........................................................................................ 6 三、電子商務(wù)整合旅游業(yè)的理論分析 ................................................................ 7 （一）旅游業(yè)整合的概念與內(nèi)容 ................................................................ 7 1. 旅游業(yè)整合的概念 ........................................................................... 7 2. 旅游業(yè)整合的內(nèi)容 ........................................................................... 7 （二）傳統(tǒng)線下旅游整合的主要策略 ........................................................ 9 （三）電子商務(wù)整合旅游業(yè)的主要途徑 .................................................. 10 1. 改變旅游業(yè)傳統(tǒng)運(yùn)作模式 ............................................................. 10 2. 個(gè)性化服務(wù) ..................................................................................... 10 3. 靈活性 ............................................................................................. 10 （四）小結(jié) .................................................................................................. 10 四、紹興旅游業(yè)整合分析 .................................................................................. 11 （一）紹興旅游業(yè)發(fā)展概況 ...................................................................... 11 1. 境內(nèi)外旅游市場(chǎng)分析 ..................................................................... 12 2. 旅游業(yè)“三駕馬車”運(yùn)用形勢(shì)分析 ............................................. 12 （二）紹興旅游業(yè)碎片化問(wèn)題分析 .......................................................... 15 1. 配套設(shè)施跟不上 ............................................................................. 15 2. 宣傳力度不足 ................................................................................. 16 3. 旅游資源整合度不夠 ..................................................................... 16 4. 景點(diǎn)所在地區(qū)各自為政 ................................................................. 16 5. 政府規(guī)劃不合理 ............................................................................. 17 （三）紹興旅游業(yè)整合問(wèn)題調(diào)研 .............................................................. 17 1. 開發(fā)過(guò)程 ......................................................................................... 17 2. 問(wèn)卷構(gòu)成 ......................................................................................... 17 3. 樣本選取 ......................................................................................... 17 4. 問(wèn)卷的收集 ..................................................................................... 18 5. 樣本描述 ......................................................................................... 18 6. 信度分析 ......................................................................................... 20 7. 效度分析 .