中文摘要：

旅游目的地推广营销所使用的官方网站、微博、电子商务平台等网络渠道构成了旅游者接触目的地的网络界面.旅游目的地网络界面特征主要包含信息价值、友好性和交互性3 个要素.为探索旅游目的地网络界面对旅游者体验及品牌形象的影响,构建了旅游目的地网络界面特征、旅游者体验与目的地品牌形象的结构方程模型.研究发现,旅游目的地网络界面特征的3 个要素通过功能体验和情感体验两个中介因素影响游客对目的地品牌形象的感知,但信息价值对情感体验的影响不显著.基于以上结论,对旅游目的地优化网络界面提出了策略建议.

英文摘要：

With the development of internet technology, many application tools based on the internethave become popular. In addition, the media used by tourists has been abundant and diversified.Through internet, more and more tourists acquire tourism information, make tourism plans, purchasetourism services and exchange their experiences. The network channels such as official websites, microblogs,and e-commerce platforms of tourism destinations construct a network interface for tourists tocommunicate with the destinations.The information diffused by these network interfaces may greatly affect tourist perceptions of thedestination image. Based on desk research and interviews of tourists, this research defines thecharacteristics of tourism destination network interface as 3 factors： information value, friendlyinterface and interactive interface.This research aimed to investigate the internet users such that all the survey questionnaires wereall carried out through the internet. We issued the questionnaire on a famous Chinese internetinvestigation/information？ platform （http：//www.sojump.com）. By snowball sampling, we sent the weblink to the frequent tourism web surfers through our Sina microblog, Tencent microblog, and othertourism online communities （such as http：//www.8264.com） and invited the members to fill in andforward to their friends. A total of 653 questionnaires were obtained over a three-month period. Aftereliminating incomplete and non-valid responses, 422 questionnaires remained for analysis in this study,with an acceptable effective rate of 65 percent.To explore the effect of tourism destination network interface on tourist experience and brandimage, this research constructed a structural equation model （SEM） for characteristics of tourismdestination network interface, tourist experience, and tourism destination brand image. We usedAMOS17.0 software to estimate the model, test the fit index, path coefficient and T-value. The resultssuggest that the 3 factors of tourism destination network in