In 2006, China's Tourism industry keeps a rapid development, no matter in inbound travel, domestic travel or outbound travel. Taking inbound travel for example, in Jan-Sep 2006, the number of inbound tourists reached 104 million, up by 3.4% over the same period of 2005; the number of inbound tourists stating overnight amounted to 41.42 million, up by 5.97% over the same period of 2005. The foreign exchange revenue from tourism also achieved to USD 26.12 billion, up by 6.32% over the same period of last year.

However, some problems exist in China's tourism industry, for instance, the concept is outdated, management lags behind, scale is small, risk-resisting ability is not so strong and notable brands are in short. In recent years, online reservation and online booking gradually become popular in China. Compared to traditional modes, online tourism is so convenient that the consumers have broader choices.

Although tourism website has a short history, it has attracted more and more network companies and tourism companies. And now the traditional tourism companies, airline companies and network companies have shared the tourism market together. China's online tourism market has huge potentials. Its scale was RMB 1.25 billion in 2005, accounting for 0.24% of China's tourism market scale. It reached RMB 1.91 billion in 2006 and is expected to exceed RMB 13 billion by 2010, and then sharing over 1% of the tourism market.

Market Scale of China's Online Tourism, 2001-2006

China's tourism websites make profits by advertisement revenue and commission for transaction. But now only few tourism websites create income from advertisement. Commission, as the major income of online tourism transaction, depends on tourist flow. Besides, online reservation, tourism organizing and souvenirs also generate few incomes.  .
As for tourism websites, the challenges are mainly from that they are unable to find a way for entry because of not understanding the tourism industry comprehensively and profoundly while making plans. A large number of China's tourism websites are similar, which leads to lower economic benefits.

What's more, some comprehensive websites are not so professional that it can't provide with diversified and authoritative tourism information with valuable reference. Some information websites only serve as professional portal and lack a powerful support of professional industrial resources. Their visiting volume is unsatisfactory. According to survey, netizen prefer to choose those websites who have higher awareness, bulk information, clear channels and easy for search.

Factors Affecting Consumers Choosing Tourism Websites

In the face of huge potentials of the tourism market, tourism and recreation websites should take active measures such as changing marketing concept, improving service quality, strengthening the security of transactions. As there are tremendous tourism websites, the M & A will be the trend.

Tourism websites should realize three combinations for their future development: firstly is the combination of capital, resource, technology and market, especially the combination of website resources and market is far beyond enough; secondly is the combination of international market and domestic market, which means to activate domestic markets and integrate domestic resources in virtue of international capitals and technologies; lastly is the close combination of electronic network and operating network.

2 Influences of RMB appreciation on the tourism and recreation industry 
2.1 More influence on outbound travel than inbound travel  
2.1.1 Influence degree on outbound travel
2.1.2 Influence degree on inbound travel 
2.2 Influences on scenic spots, hotels and travel agencies

3 Problems and strategies in China's tourism and recreation websites 
3.1 Problems of China's tourism websites
3.1.1 General environment problems 
3.1.2 Major problems 
3.1.3 Gap compared with American counterparts
3.2 Strategies of China's tourism websites 
3.2.1 Concept needs to be changed
3.2.2 Service needs to be improved
3.2.3 Security needs to be strengthened 

4 Development of international tourism and recreation websites
4.1 Global individual and commercial travel market scale
4.2 Development of tourism and recreation websites in US
4.2.1 Operation mode 
4.2.2 Online order
4.2.3 Scale and trend of online tourism market in US 
4.2.4 Challenges faced by three largest tourism websites in US
4.3 Development of tourism and recreation websites in other countries
4.3.1Canadian netizens concern online tourism price information most
4.3.2 Tourism websites for females in Germany
4.4 Revelations from oversea tourism websites

5 Development of China's tourism and recreation websites in 2006
5.1 Overall analysis  
5.1.1 Background and development status of tourism websites
5.1.2 Functions and characteristics of tourism websites
5.1.3 Analysis of tourism website types
5.1.4  Development directions of tourism websites
5.1.5 Construction of tourism and recreation websites
5.2 Content, service and profit of China's tourism and recreation websites
5.2.1 Content  
5.2.2 Service objects 
5.2.3 Profitability analysis  
5.2.4 Two profit modes of tourism websites
5.2.5 Profit mode of travel agencies through tourism websites
5.3 Business mode and network security of tourism and recreation websites
5.4 Alliance and development of China's tourism websites
5.4.1 Influences of international internet development and the variation of travel modes on the tourism industry  
5.4.2 Tourism development trend and alliance among tourism websites
5.5 Market of China's tourism and recreation website 
5.5.1 Overview of China's tourism website market
5.5.2 Scale of China's online travel reservation market

6 China's main tourism and recreation websites and competitiveness analysis
6.1 Comprehensive evaluation of main tourism and recreation websites
6.1.1 Overall appraisement of tourism and recreation websites
6.1.2 Appraisement of specific tourism websites
6.2 C-trip
6.2.1 Brief introduction 
6.2.2 Financial results in 2006
6.2.3 C-trip to set up the first tourism calling center of Asia
6.2.4 Release ranking of most popular cities during national day holiday in 2006  
6.3 E-long
6.3.1 Brief introduction  
6.3.2 Financial results in 2006
6.3.3 User analysis of e-long
6.3.4 Survey analysis of the development of commercial travel cities
6.4 Aoyou
6.4.1 Brief introduction 
6.4.2 Aoyou challenges c-trip and e-long
6.5 Development of other tourism and recreation websites
6.6 Comparison of Chinese and foreign professional tourism websites
6.6.1 Research methods and technical routes
6.6.2 Comparison of Chinese and foreign professional tourism websites
6.6.3 Conclusion

7. Classification analysis of tourism and recreation websites by function
7.1 Tourism reservation websites analysis
7.1.1 Development overview in 2006
7.1.2 Industry ascription analysis of China's tourism reservation websites
7.1.3 Profit mode of China's mainstream tourism reservation websites
7.1.4 Growth and development directions 
7.2 Analysis of search engine websites
7.2.1 Analysis of tourism search engine
7.2.2 Go10000 
7.2.3 Tourism search engine's influences on online tourism 
7.2.4 Tourism search engine's threat to traditional online tourism websites
7.2.5 Purchase proportion realized by search engine
7.3 Analysis of E-commerce website 
7.3.1 Analysis of "China tourism e-commerce website"
7.3.2 Status quo and prospect of China's e-Tourism 
7.3.3 Comparison of e-Tourism in China and US  
7.4 The fourth category represented by 51766.com

8 Analysis of regional tourism and recreation websites
8.1 Beijing  
8.1.1 Investigation of Beijing online tourism consumers
8.1.2 Overview of  Beijing tourism websites
8.2 Shanghai  
8.2.1 Travel habit survey of Shanghai netizens
8.2.2 Overview of  Shanghai tourism websites
8.3 Guangdong
8.3.1 Guangdong constructs a large tourism network in Pan-Pearl River Delta 
8.3.2 Guangdong tourism industry enters network era
8.3.3 Overview of Guangdong tourism websites
8.4 Development analysis of tourism and recreation website in Hunan
8.4.1 Brief introduction of gotohn.com
8.4.2 Construction of Hunan tourism websites
8.4.3 Overview of Zhangjiajie touroism website
8.5 Other cities
8.5.1 Analysis of xaonly.com
8.5.2 E-Tourism is getting popular in Inner Mongolia
8.5.3 Analysis of e-travel websites in Dalian
8.5.4 Taiyuan established the first online tourism bureau in Shanxi 
8.5.5 Guilin tourism websites
8.5.6 Huangshan tourism websites

9 Online marketing analysis of China's tourism industry
9.1 Online marketing analysis of the tourism industry 
9.1.1 Current status 
9.1.2 Development orientation
9.1.3 Prospect of the third generation online tourism marketing
9.1.4 Function of websites in online tourism marketing
9.2 Development situation and solutions of online tourism marketing 
9.2.1 Development status 
9.2.2 Development strategies