中文摘要：

这篇文章以澳大利亚旅游网站为对象,研究旅游网站信息流导引旅游人流的若干问题,旨在证实虚拟流动对现实流动的作用性。文章首先分析了旅游信息流因素的变化;而后透视了基于旅游网站功能性与服务性的信息流对旅游人流导引的过程;再后给出了旅游网站信息流对不同类型旅游人流导引的强度,最后从旅游网站使用比和旅游网站信息比两个方面揭示了旅游网站对旅游人流导引的机理。

英文摘要：

Taking Australian tourism website as the object of study, this paper researches the guiding effect of information 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 information 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 aRer 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 intensity 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 information 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.