An empirical research on e-marketing for Chinese travel agencies

Approaching the problems that Chinese travel agencies are facing, the thesis conducts an empirical research on their targeted customers in an effort to propose feasible suggestions for their e-marketing strategy. Based on western literature review, it incorporates such theories as the Theory of Planned Behavior, the Technology Acceptance Model, and the Innovation Adoption Theory etc. for better understanding of tourists' online behavior. In order to pursue a holistic research, it postulates that tourists' decision-making process is closed and continuously changing circle. It presents pertinent tourists' decision-making hypotheses and model, randomly samples tourists in China, and gathers 319 valid questionnaires. The hypotheses and model are verified by means of Structural Equation Modeling, leading to some rewarding conclusions, which would serve as theoretical evidence for e-marketing strategy in Chinese travel agencies.