An evaluation on the e-commerce internet marketing function of Jiangxi local municipal governments' official tourism websites

This paper does an evaluation on the e-commerce internet marketing function of 11 local municipal cities' official tourism websites in Jiangxi Province in mainland China. The assessment is conducted mainly from the following five aspects: green marketing strategy, information serving, transaction processing, technology supporting and website operating. The results indicate that most official tourism websites are at the preliminary stage of information providing. It is necessary to improve the functions of implementing the destination green marketing strategy, transaction processing and so on. As far as the middle, northern, eastern, southern and western parts of China are concerned, there are no significant differences among different cities in the official tourism websites' Internet marketing function. For further development, it is suggested that official tourism websites' Internet marketing function must be integrated with local tourism green marketing strategy and be supported by governments at all levels.