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| THE GUIDING EFFECT OF INFORMATION FLOW OF AUSTRALIAN TOURISM WEBSITE ON TOURIST FLOW: PROCESS, INTENSITY AND MECHANISM |
| LU Zi1, LIU Na1, Zui Z2 |
1. Faculty of Resources and Environment Sciences, Hebei Normal University, Shijiazhuang 050016, China;
2. Faculty of IT, UTS P O. Box 123, NSW 2007, Australia |
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Abstract Taking Australian tourism website as the object of study, this paper researches the guiding effect of in formation flow of tourism website on tourist flow to prove the influence of virtual flow to realistic flow. At first, this paper analyzes the change of tourism information factors; then it discusses the guiding process of in formation flow of tourism website on tourist flow; thirdly it brings forward the intensity of information flow; at last it summarizes the guiding mechanism of information flow of tourism website from the using rate and information rate of tourism website.
Conclusions are as follows. 1) The effect of information flow factor is changing in many facets. Such as, influence factors in selecting a destination before making travel decisions, order type of Australian international tourists after making a travel decision, and the order media Australian international tourists used after making a travel decision. Tourism website is one of the information flow factors that grows fastest. 2) Tourism website finishes the guiding process of information flow to tourist flow by its function and service. It is found that visitors mostly focus on maps, accommodation, orders, guidebooks, vehicle renting, etc. 3) The in tensity of information flow is different. The guiding effect on international holiday makers is higher than those who visit friends. Different markets are different. Japan, China, Singapore and Korea are the stronger in formation flow areas. 4)The guiding mechanism of information flow of tourism website on tourist flow is searching information, ordering, and realizing movement in geographical space. The purpose of tourism website for international holiday makers is searching information after arriving in Australia, and for those who visit friends the purpose is searching the price of plane tickets and the timetable.
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Received: 11 December 2006
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2007, Vol. 22 
