中文摘要：

因特网在中国的快速普及给目的地营销组织带来了巨大的市场机会。目的地官方网站是一个重要的品牌化途径，而从品牌化角度研究我国旅游官方网站的信息内容，即如何使用品牌这一工具建立独特清晰的目的地形象，当前尚属于未探求的领域。该研究运用规范的内容分析方法评估我国5A级旅游网站品牌化现状，把我国5A级旅游网站划归为高品牌化、中品牌化和低品牌化三种类别，发现了目的地官方网站的品牌化有助于建立积极正向的目的地形象，并由此提出了重要的管理启示和未来的研究方向。

英文摘要：

Global internet popularity presents significant opportunities for Chinese destination-marketing organizations （DMO）. The official website of a destination has become a crucial branding channel. However, research on the information content of tourism websites from a destination branding perspective, i.e. how to employ the branding method to build a unique and clear destination image, has yet to be adequately undertaken. The current study aimed to address this through a content analysis of the branding on official 5A-class tourist attraction websites. One hundred and nineteen official China National Tourism Administration 5A-class tourist attraction websites were chosen ： there were six invalid website addresses, hence a total of 113 were analyzed. Our content analysis showed that the official tourism websites could be categorized into three types： high- branding, medium-branding, and low-branding. Fifty official websites were classified in the high-branding category, accounting for 44.25% of the total valid responses. DMOs used these websites as a tool for achieving a branding objective, building a unique and clear image in the mind of online tourists. The messages shown on these websites were harmonious and consistent with their respective tourism slogan. Moreover, the tourism slogans successfully communicated the specific selling points of the attractions and helped online tourists to quickly identify the core values of destination brands. Seventeen official websites were classified in the medium-branding category, accounting for 15.04% of the total valid responses. Although the official website content was consistent, the tourism slogans were not considered to clearly extract or reflect the main selling propositions of the tourism attraction. This would imply that the messages were ambiguous and hence website visitors were unable to recognize the values and roles contained within the tourism slogan. In other words, only online visitors having clear travel plans and relatively high comprehension levels