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In order to reveal the implementation efficiency of tour e-commerce, factor analysis is used in this paper. By quality measurement system design of tour e-commerce website, pretest and pilot test, single-dimension scale test, reliability analysis and validity testing, factor analysis can effectively reveal the correlation between web site design elements, web site content elements, web site feature elements and web site effect elements. For illustration, the collected copies are 260, the effective questionnaire returns-ratio are 100%, which has satisfied the requirement that the questionnaire returns-ratio is not lower than 20% in the data investigation. The empirical results show that the effectiveness of sample composition is stronger, factor loadings on the corresponding factor of each indicator is greater than 0.5 for the critical value. The minimum value of Cronbach's α is 0.7023 and the sample reliability is higher. The empirical research has revealed that the construction of tour sites is basically a lack of clear tour theme, which has not effectively been able to reflect the main development direction of tour enterprises.
Date of Conference: 6-8 May 2011