移动电子商务在旅游目的地中的应用模型构建——以三峡旅游目的地为例

随着移动通讯技术和互联网的快速发展以及二者的融合运用，移动电子商务作为一种新型的电子交易手段迅速出现，并在各行各业得到了广泛的应用，旅游目的地移动电子商务也随之开展起来。从移动电子商务的发展现状入手，介绍了移动电子商务系统的概念、特点及功能结构，详细阐述了旅游目的地移动电子商务应用模型的构建要素，并结合三峡旅游目的地这一实例，系统性地构建B2C移动电子商务在旅游目的地的应用模型，以期为移动电子商务在旅游目的地更为广泛的应用实践上做出理论上的指导。

The Application Model Construction of the Mobile E-business in Tourist Destination——A Case Study of the Yangtze Three Gorges Tourist Destination

With the rapid development of the mobile telecommunication technology and the Internet as well as their combination and application, the mobile e-business emerges as a new electronic transaction means, and is applied in various industries, followed by the appearance of tourist destination mobile e-business. Considering from the status quo of the mobile e-business, the first part of this paper introduces the concept, characteristic and functional structure of mobile e-business system ; and then, the second part elaborates the construction elements of tourist destination mobile e-business application model. Finally, the last part of this paper has systematically constructed the B2C tourist destination mobile e-business application model taking the Yangtze Three Gorges tourist destination as a ease, aiming at giving theoretical guidance to the wider application of mobile e-business in tourist destination.