Document Type



China tourism industry is investing to develop a “Golden Tourism Project”. One of the main objectives of this project is to improve web-based tourism online service quality and implement tourism e-commerce. In order to develop successfully the project it is necessary to investigate who are main tourism website users, what are their requirements for online tourism services and how do they assess current tourism websites. The main purposes of this study are to identify current tourism website users, analyse user requirements for tourism online services and explore how design tourism websites to attract users, promote tourism landscape points and improve online tourism service quality in China. Through conducting a survey and analysing the survey results, this paper shows the behaviour characters of current tourism website users, discusses their preferences and requirements for online tourism websites, and identifies the major factors that users concern for tourism website construction in China. Components of tourism websites are analyzed and an evolution model for tourism websites in China is proposed.