At present, the development of tourism e-commerce in China is not very mature. The following is the tourism e-commerce paper I compiled for you for your reference.

Tourism e-commerce paper 1: China tourism e-commerce website Abstract In order to increase income, tourism e-commerce websites must make full use of the network for technological innovation. This paper analyzes the market prospect, product strategy and profit model of China tourism e-commerce website, and connecting with the restrictive factors faced by China tourism e-commerce website, probes into the countermeasures for the future development of China tourism e-commerce website.

Keywords: tourism website e-commerce technology innovation income increasingly personalized

1 Introduction

China is a country with a long history and rich tourism resources. Now it has become a tourist power in Asia, and China will become a world tourist power in the next 20 years. In 2004, the number of inbound tourists in China reached 654.38+008 billion, which was 654.38+08% and 654.38+00% higher than that in 2003 and 2002 respectively. The number of inbound overnight tourists has reached 4 1 10,000, which is 24% and 1 1% higher than that in 2003 and 2002 respectively, and it is expected to surpass Italy and become the fourth in the world. The foreign exchange income from tourism reached US$ 25.5 billion, which is expected to surpass Germany and Britain and rank fifth in the world. The World Tourism Organization predicts that by 2020, China will become the world's largest tourist destination and the fourth largest tourist source country, receiving as many as 654.38 billion inbound tourists every year, and there will be 654.38 billion outbound and overseas tourists every year.

The potential of China's domestic tourism market should not be underestimated. Although the proportion of domestic tourism revenue in the gross national product is still very small, with the rapid economic growth in China, people's awareness of tourism is constantly being stimulated. According to the data of 2004, the number of domestic tourists reached 930 million, and the domestic tourism income exceeded 400 billion yuan, increasing by 5.9% and 3. 1% respectively compared with 2002.

After 2020, China's tourism industry will enter a golden period of development, when e-commerce and network industry will also mature. By the end of 2004, the number of netizens in China has exceeded 90 million, and there are unlimited business opportunities in the online consumer market. In this context, the rapid integration of tourism, e-commerce and the Internet will be inevitable and create immeasurable value. Internet tourism will promote the rapid development of Internet e-commerce in the IT field and bring new vitality to the tourism industry.

2 Market prospect analysis

Many domestic tourism e-commerce websites were originally just ordinary computer network companies or based on computer network companies, but the combination with the tourism industry has given them new market prospects and successfully realized the transformation to tourism e-commerce websites: some cooperated with reservation centers or hotels to provide online hotel room delivery; Cooperate with air tickets and ticketing agents to provide convenient passenger service support; We have cooperated with star hotels all over the country to provide leisure services for all kinds of business travel activities; Some cooperate with travel agencies to provide customers with specific tourist routes, perfect tourist destination arrangements and tour guide services. After one or more transformation processes, tourism e-commerce websites can also design self-help tour routes and book ticketing hotels according to customers' own preferences. In order to meet the personalized requirements of customers, they can also provide various alternative payment methods.

After the transformation of technological innovation, the investment of tourism e-commerce website in technology, a production factor, has been greatly improved, which makes it have cost advantage, network effect and conventional effect of binding users. All these characteristics lead to the increase of income, which essentially reflects the trend from leading to further leading. For example, Ctrip.com acquired Beijing Hyundai Express, the largest hotel reservation company in China, which was the first hotel reservation company in China to use 800 toll-free telephone. Soon, the scale effect began to appear. The monthly booking volume of Ctrip soared to 6.5438+0.5 million, and the transaction volume of hotel booking alone was 60-70 million yuan.

3 product strategy analysis

The biggest feature of tourism products lies in their invisibility and statics, especially in the form of information in market operation activities. Therefore, the participation of information technology has had a great impact on tourism, in which network information technology has injected new strength into the development of tourism as an information form. Tourism website is the integration of tourism and internet resources through technological innovation, which greatly improves the traditional tourism operation mode and creates new product value. It makes full use of the advantages of network resources, which are interactive, open and dynamic, and integrates local tourism resources without being limited by time and space. At the same time, it also uses the mode of e-commerce. Through the architecture of the tourism business website platform, the transaction operation process is simple, the transaction links are merged and compressed, the transaction cost is greatly reduced, and the transaction effect will become very significant.

At present, the tourist websites in China are mixed, and the number of more powerful brand websites is small. Most travel websites are only limited to advertising and introducing some travel products or booking room tickets online. The degree of e-commerce is too low and technological innovation is not strong enough. They can't completely cover the growing basic needs of tourists for food, shelter, transportation and transportation, and can't provide tourists with personalized tourism products. In order to expand its influence and brand itself, tourism e-commerce websites must build a personalized self-service business website platform with wide coverage, large amount of information, professionalism and convenience, which is the foundation for the long-term survival and development of tourism e-commerce websites.

Taking hotel room reservation, one of the main contents of tourism product sales, as an example, the main problem of traditional hotel room reservation is that it can not reflect the room reservation status to customers in real time. The online reservation system database of tourism e-commerce website based on B/S should be integrated with the database of the upstream hotel room management system, so as to enjoy the resources without changing the ownership of the hotel database, so as to grasp the status information of upstream rooms in time and smooth the "bullwhip effect". BPR business process reengineering can be realized in the process of booking confirmation between tourism websites and hotels, and CRM customer relationship management can be realized through interaction with customers, thus providing more effective, economical and distinctive services for consumer customers. At the same time, the number of visitors to travel websites will increase greatly, which makes more hotels willing to cooperate with their alliances. With more and more room reservation resources, consumers will have more choices, the attraction of travel websites will be greater, and the number of visitors will continue to rise. This is a virtuous circle. Driven by technological innovation, tourism business websites continue to explore the product connotation, become stronger and bigger, and realize income increase.

4 profit model analysis

4. 1 B/S-based e-commerce website.

This platform provides a wealth of tourism product information. For example, in hotel room reservation, the hotel's geographical location, surrounding facilities and environment, travel and transportation options and the itinerary from tourist attractions can be quickly found on this website, and customers can choose their own tourism products to meet their individual requirements. At present, the total market share of national travel agencies is less than 5%, and the remaining 95% are individual travelers. This situation is convenient for tourism websites to provide corresponding tourism services in e-commerce mode, which has high profit potential. In the process of operation, the traditional cross-regional operation of travel agencies is restricted, but the travel website is based on the Internet and has a wide business scope. In terms of product form, the former focuses on group sightseeing, while the latter focuses on business travel and self-help holiday travel, mainly for individual customers; In terms of service means, the former is carried out through the storefront, while the latter is carried out through the internet and telephone. With the rapid development of domestic economy in recent years, the trend of individual travel is becoming more and more obvious, and the profit advantage of travel websites is also growing.

4.2 Take the road of expanding the scale of e-commerce.

The architecture is based on the Internet, which enables travel websites to rapidly expand their influence online, and then make profits through offline cooperation. Tourism websites cooperate with hotels, travel agencies, tourist attractions and other tourism service enterprises to make their business e-commerce. Then set up an offline unit around the travel website to expand the functions and services of the online part of the website, such as the call center. Through mergers and acquisitions, cooperation, joining and self-management, we will speed up the scale of our own e-commerce, give full play to our overall advantages, and achieve scale effect and income increase.

4.3 the use of technological innovation to carry out diversified operations

Traditional tourism integrates new tools and new processes for technological innovation, which not only retains the advantages of traditional practices, but also sublimates traditional management through high technology, resulting in scale effect and developing high-quality and high-value-added products with core technologies. Tourism websites will also systematize the products after technological innovation and segment the market. On the basis of ensuring the leading position of the existing business, we will carry out diversified extension of new business related to team work, conference booking, etc., deeply tap the potential of the online consumer market, and form a sound independent research and development system and technological innovation system. And through the integration of online and offline channels, work together to operate its own brand, strengthen the brand advantage and core competitiveness of the website, and comprehensively improve profitability.

5 Analysis of restrictive factors

5. 1 cognitive restriction

Nowadays, the network economy is developing rapidly, but both the supply and demand sides of tourism products generally have low awareness of network marketing. The technological innovation of tourism websites is not strong enough, and the degree of e-commerce is still very low. For example, online transactions and electronic payment are still in the exploratory stage, and there is no active guidance for customers' cognition and application of e-commerce. We should know that websites are dealing with "cognitive industries". Although the product itself is worthless, the concept is priceless, and the network economy has entered an era dominated by technology.

5.2 Environmental restrictions

Although e-commerce has developed rapidly, it is still not very mature in terms of the development of its surrounding environment. There are still some defects in the legal system of e-commerce, and the online transaction and payment technology have not been really solved. Therefore, the lack of safe and reliable environment for online transactions leads to the lack of guarantee of online marketing credibility and the lack of attraction to the public. Customers are more willing to browse and search information online than to trade, which further hinders the research and development of deep functions of the website.

6 development countermeasures research

6. 1 Innovative tourism information management

China's tourism resources are rich and scattered, so it is very important to collect, process and sort out tourism information. Only by being familiar with tourism professional knowledge and the characteristics of Internet users can we tap valuable information resources. We should also pay attention to and obtain the latest information of the industry in time and publish it on the website in real time.

The content of the website should be comprehensive and up-to-date, especially during the peak tourist season. The information in the station should be easy to retrieve and the language version should be open. The interface should be beautiful and practical, and make full use of multimedia technology to enhance the dynamic effect of the website. The website can also increase interaction with tourists, expand the depth and breadth of special columns, reflect the characteristics of open and interactive network, and enhance customers' awareness of participation.

6.2 Development of tourism e-commerce model

Tourism e-commerce is a brand-new service model. The website should further deepen and refine the service items, and constantly improve the existing service quality and supporting services, so as to enhance the reputation of the website, show its credibility, provide a complete membership registration, upgrade and discount system, and extend customer relationship management to the Internet.

At the same time, the website should effectively solve the bottleneck problem of tourism e-commerce payment through online and offline payment methods, and create a convenient, safe and reliable trading environment for the development of e-commerce.

6.3 clear legal knowledge of e-commerce

The legal issues involved in e-commerce are complex, involving the binding force of contracts, the protection of intellectual property rights, the protection of privacy rights, the responsibility of network service providers and so on.

7 concluding remarks

Tourism websites can sublimate the value of tourism and e-commerce at a higher level, and make tourism management, service consumption, R&D innovation and other activities produce new ways and processes under the network background. The information and services provided by tourism websites have become a necessary choice and reference for many tourists before they travel, but at present, the websites are not perfect enough, and tourists can't completely rely on the websites for planning and consumption of tourism activities. In this regard, we should actively study development countermeasures, improve existing functions and develop new services, so that e-commerce and traditional tourism can truly complement each other and realize technological innovation.

refer to

1, Wu Hua, Lu et al. The basic model and management principles of virtual management in the network age [J]. Research on scientific management, 2002 1.

2 Mesned, May Perry. E-commerce second edition [M]. Beijing Machinery Industry Press 2002

3 USA and Commari. Economics in the information age [M]. Nanjing: Jiangsu People's Publishing House, 2000.

Tourism E-commerce Part II: Application and Analysis of Tourism E-commerce Tourism is a business suitable for moving to the Internet. Compared with traditional tourism, tourism e-commerce is richer in information and more reasonable in management. Visitors can collect detailed dynamic information such as words, pictures and travel notes on the website, and also browse related websites through links and search engines.

First, the necessity of tourism e-commerce development

Tourism industry must engage in network management, which is determined by the characteristics of tourism industry. Because the tourist destination and the tourist market are scattered and there is a certain distance between them, it is necessary to form a huge network of service providers such as catering, scenic spots and transportation and product sales intermediaries such as travel agencies in different places to complete the promotion and reception of products, which is the reason for the high cost of tourism implementation. Because of its high speed, high accuracy and low execution cost, e-commerce is especially suitable for dealing with long-distance and multi-batch small transactions like tourism. If the Internet is used for tourism, it can save promotion expenses, expand market coverage and improve work efficiency, thus greatly reducing the implementation cost.

Second, the problems of tourism e-commerce

1. Website is unprofessional.

In a comprehensive network company, almost all websites involve tourism content to varying degrees, such as the travel channel of Sina Living Space, the travel columns of Sohu and Netease, and the travel websites of China. They all show great vitality and market space of tourism information, but as a part of their websites, they can't fully reflect the comprehensiveness, authority and practicability of tourism information, but only supplement the contents of existing websites. Because of the lack of professionalism and industry advantages, the charm of online travel has not been fully displayed.

2. The content of professional network is very simple.

Among professional travel websites, domestic Internet travel websites are very limited, and most of them are simple enterprise introductions. Very few information websites mostly stay in the professional portal stage, and the contents mainly include major domestic tourist routes, scenic spots, common sense, travel notes and so on. Such as Huaxia Travel Network, China Travel Information Network and Shanghai Ctrip Travel Network, although their concepts are clear and their ideas are clear, they lack the support of professional resources.

3. There is a problem with legality

According to the registration of the industrial and commercial bureau, the travel network company is not a travel agency and cannot directly engage in tourism business, which involves both legal issues and tax issues. The establishment of travel agencies must be approved by the Tourism Bureau, and unapproved institutions cannot engage in real tourism business; If you can't engage in real tourism business, you can't issue invoices and your turnover can't be reflected. Huaxia Travel Network is an obvious example. The website does a lot of business, but the invoices they use are those issued by their partner China Travel Agency, so the turnover can be regarded as that of China Travel Agency. Now many travel websites are facing a similar problem, that is, the legality of website business.

4. Stay in the hype stage

If we use the concept of e-commerce integrity to measure the current situation of China's tourism e-commerce, China's tourism e-commerce is still in its infancy. According to statistics, in 2006, the online transaction volume in China was 310.2 billion yuan, and only about 34.8% of all netizens really contacted e-commerce. At present, the e-commerce realized by the tourism industry is limited to the booking of various bills, such as air tickets, boat tickets, tourist routes, hotel reservations and sending emails. In short, it is basically in the stage of online inquiry and reservation and offline transaction settlement.

5. Lack of confidence in safety

E-commerce has gradually become a new hot spot in the world economy, but with the deepening of informatization, the requirements for its security are getting higher and higher. At present, one of the obstacles to online transactions is security. Computer virus and illegal invasion pose a threat to e-commerce network system. Many users are unwilling to pay online, fearing that network security will not be guaranteed, and their credit cards and other information will be stolen by network hackers, causing losses. In addition, online transactions require a series of user authentication procedures, and a lot of users' privacy is exposed online, which makes the public who pay more and more attention to privacy reluctant to conduct online transactions. Third, tourism e-commerce solutions

1. Portal should strengthen its alliance with travel websites.

In order to develop tourism e-commerce, comprehensive portals must contact well-known tourism websites at home and abroad, make use of their professional knowledge, make up for their lack of professionalism, and show tourists the comprehensiveness, authority and practicality of their websites. At the same time, we can also establish relevant links to attract and help tourism enterprises to surf the Internet, and direct consumers with tourism needs to tourism professional websites to meet the tourism needs of tourists.

2. The content of travel websites should be as colorful as possible.

No matter what mode tourism enterprises use to surf the Internet, it is to promote their products. Therefore, the content of enterprise websites must focus on product promotion, and the amount of information transmitted by the Internet is greater than the advantages of general advertisements, and the connotation and advantages of various products must be fully displayed with vivid language and moving images. Web page design should be distinctive, online information should be supplemented and modified frequently, and various means should be used to improve the visit rate of the website in order to improve the publicity effect.

3. Tourism websites should be legalized through legislation.

At present, there are nearly 1,000 Internet companies engaged in tourism in China. Their existence is illegal in law, but their existence is inevitable, which requires the state to effectively manage these internet companies engaged in tourism business. The national management of travel agencies requires travel agencies to pay quality deposit, and some travel websites are engaged in the same business scope as travel agencies. Therefore, the state can require tourism websites to pay as much deposit as travel agencies through legislation, and conduct necessary and standardized industry supervision on their business activities, so as to legalize tourism websites under supervision.

4. Financial institutions should actively participate.

E-commerce needs to transmit two kinds of information through the Internet. One is the information about promotion and transaction, such as the introduction of tourism products, inquiry and quotation, transaction decision, etc., which is transmitted between buyers and sellers. The other is the payment information after the transaction, which is not only a problem for buyers and sellers, but also requires the participation of financial institutions, credit card companies and banks to participate in e-commerce online. The establishment of financial private network provides a strong support for the development of e-commerce, which makes online transactions and online payments in one go, changes the status quo of online inquiry and booking and offline transaction settlement, and realizes real tourism e-commerce.

5. Network security should be guaranteed.

Whether online transactions can be kept confidential and safe directly affects the interests of buyers and sellers. In the case of network "hackers" rampant, security has become the key to promote tourism e-commerce. This problem has attracted the attention of all parties concerned, and some secret schemes have been designed, but there is still a perfect process. Secondly, it is necessary to establish necessary legal conditions for tourism e-commerce, such as the establishment of identity authentication institutions and the handling of online transaction disputes. Finally, travel websites engaged in e-commerce are required to install effective firewalls to prevent "hacker" attacks, protect the privacy and property safety of netizens, and let netizens have confidence in network security. Only in this way can it be easier to develop tourism e-commerce.

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