Research on Domestic Tourist Online Tourism Information Searching Behavior in Huangshan City

With the popularization of internet and the development of tourism e-commerce,more and more tourists search tourism information and reserve travel products on the web.Online tourism information searching behavior has become an important filed of tourist behavior research.Descriptive statistics and cluster analysis methods are used to analyze the domestic tourist online tourism information searching behavior in Huangshan City.The findings are as follows: the internet has become tourist's primary source of tourism information;tourist's trust to online information is not very high;pictures,text,video and animation are tourists preferable information forms;that tourists are most concerned about is the functional information,followed are subsidiary information and online reputation information.There are also differences in searching tourism information content among tourists who have different gender,age,education.Finally,based on the study findings,four conclusions are discussed and some suggestions for the travel websites construction are provided.