The combination of Internet and traditional tourism has pushed tourism into a brand-new era-online travel era. However, while online travel brings various conveniences, it also strongly impacts the travel agency industry. Only when travel agencies are brave in innovation and change their business model can they be in an invincible position in the network age.

Keywords: travel agency; Internet tourism; Internet tourism era

Abstract: The combination of Internet and traditional tourism has pushed tourism into a brand-new era-the era of online tourism. Online tourism brings convenience to people, but also brings a strong impact to travel agencies. In order to be in an invincible position in this new era, travel agencies have no choice but to innovate and change their management mode.

Directory 1. The role of e-commerce in travel agencies

1. 1. Travel agencies have changed from a single consulting service function to a multi-dimensional information exchange.

1.2. Introduce tourism products that can better meet individual needs.

1.3. Breaking the traditional promotion mode, online promotion is more extensive and effective.

1.4. Extend the after-sales service function of travel agencies to attract customers with better service.

1.5. Promote the internal management reform of travel agencies and improve operational efficiency.

1.6. The transition to a compound enterprise is an inevitable trend of the development of travel agencies in the future.

2. E-commerce and travel agency management

2. 1. With the advent of the online travel era, tourism e-commerce has been ahead.

2.2. Tourism e-commerce strongly impacts the travel agency industry.

2.2. 1 Save transaction costs and provide cheap and high-quality products.

2.2.2 The information is highly concentrated and the operation is convenient and quick.

2.2.3 Pursuing individuality and adapting to market demand.

2.2.4 Coordinate the contradiction between supply and demand and guide the allocation of resources.

2.3. There is no doubt about the existence of travel agencies.

2.3. 1 The network development is not perfect, and travel agencies will not withdraw from the market in the short term.

2.3.2 In the long run, the humanized service of travel agencies will always be the vacancy of tourism e-commerce.

2.4. The new travel agency business model is ready.

2.4. 1 Use business advantages to develop e-commerce, and change from real operation to network "virtual operation".

2.4.2 Market segmentation, strengthening humanized service.

1. The role of e-commerce in travel agencies

With the development of communication and computer technology and the continuous popularization of the Internet, the circulation of tourism information is no longer limited by time and space, and the owners of tourism resources (such as airlines and hotels) can establish a more direct relationship. ) and the ultimate travel consumer. According to the statistics of data monitoring company, in 198, tourism enterprises accounted for 18% of the global online transactions. By 2002, this proportion will increase to 35%, ranking first in the field of global electronic transactions. This undoubtedly poses a huge new challenge to intermediary organizations such as travel agencies. According to the data released by CNN, more than 85 million people around the world have enjoyed the service of travel websites at 1999. Global tourism e-commerce has developed at a rate of more than 350% for five consecutive years. China Internet Network Information Center (CNNIC) said in the Seventh Statistical Report on the Development of Internet in China that by the end of June 2000, there were about 8.92 million computers connected to the Internet in China, with a total of 22.5 million netizens, which laid a foundation for the popularization and wide application of computer network information exchange. As one of the three pillars of tourism, travel agencies are responsible for combining tourism products, promoting and selling them directly to tourism consumers, and feeding back the demand of tourism market to tourism product suppliers in time. The intermediary status of travel agencies determines the importance of collecting information, transmitting information and comprehensively utilizing information. Internet pushes travel agencies to the wave of change. The learning revolution triggered by the Internet is bound to have a great impact on travel agencies: on the one hand, travel agencies can easily obtain massive information from the Internet, strengthen the relationship between travel agencies, travel suppliers and tourists, and make the traditional operation mode of travel agencies informationized, simplified and scientific, and promote the modernization of travel agency management; On the other hand, the Internet also brings together tourism suppliers and tourism consumers to exchange information, so that they can directly conduct business activities without relying on the information provided by travel agencies, and the traditional market of travel agencies will be divided up by other types of competitors. Therefore, the use of the Internet not only creates more opportunities for the business development of travel agencies, but also challenges the traditional operation mode of travel agencies. If we don't change the management mechanism, change the service function and actively explore new business, travel agencies will be replaced by online information service institutions such as reservation centers and information exchange centers.

(A) the travel agency has changed from a single consulting service function to a multi-dimensional information exchange.

Tourism consulting service is one of the traditional main functions of travel agencies. In the absence of a very effective way to understand the tourist destination, tourists can only turn to the market information and previous reception experience provided by travel agencies.

Now the Internet is providing tourists with more and more information about tourist destinations, tourist transportation and so on. From the general situation and customs of the destination to specific hotels, restaurants, taxis, etc. This information can be directly queried by tourists online. This kind of online inquiry also has the advantages of large amount of information, directness and convenient interaction. However, it is not easy to choose specific information online. For beginners, searching in the vast sea will be time-consuming, troublesome and expensive. Therefore, travel agencies can use their own websites to collect a large amount of tourism information, and classify and edit it, which is convenient for netizens to find. In order to establish a perfect tourist information database, travel agencies can select the corresponding tourist destination information according to the current tourist hotspots, collect them, and design special web pages for interested tourists to query. For example, China Travel Information Network, Huaxia Travel Network and Ctrip Travel Website. , with clear e-commerce concepts and ideas, provide travel consultation, online itinerary booking and payment, and better integrate tourism service resources and technical service resources to a certain extent, so as to provide more personalized services for a wider range of individual travelers (including all kinds of business and official tourists). The online service of travel agencies can also be extended to these individual tourists to provide them with a wider range of services. In addition, according to its special position of extensive contact with tourism enterprises and consumers, travel agencies can also take the initiative to investigate and study buyers and sellers, gradually form a tourism demand and supply information database, and provide it to tourism enterprises for compensation; You can also cooperate with market research companies to analyze the development trend of the tourism market, thus gradually forming an information center.

(b) Introduce tourism products that can better meet individual needs.

Tourists are becoming more and more mature in consumption. They not only need the traditional package tour, but also more and more tourists hope to choose targeted, themed and focused travel modes according to their special interests and hobbies. If the travel agency still adopts the simple practice of "attractions+transportation+hotels = tourist routes", it will leave a bad image of low-grade "staple food" for tourists. Therefore, travel agencies can use the Internet to provide tourists with massive classified travel information. Tourists can inquire about the information they are interested in about various elements of tourism products online, and travel agencies can provide necessary assembly guidance services to form fashionable tourism products that vary from group to group and from person to person. With the wide application of Internet technology, this personalized tourism product with wide coverage, many random factors and complicated assembly and operation has been realized, and a one-stop system of personalized tourism routes, personalized tourism services and personalized tourism products has gradually formed. Therefore, travel agencies have launched a series of services such as online information provision, question consultation, product assembly, hotel reservation, ticketing, tour guide, service tracking and information feedback. At present, self-help tourism has gradually become a fashion, which is a trend after tourism consumption has gradually matured and mass tourism has gradually developed. Travel agencies can make great achievements in this trend, because it is difficult for tourists to combine an ideal tour route only by scattered information obtained online, and it is also very troublesome to buy tickets and make reservations separately, which will inevitably affect the overall feeling of tourists on tourism. Travel agencies can give full play to their bulk purchasing advantages and information advantages. They will design and book the "self-help tour" through the e-commerce website according to the wishes of the self-help tourists. The itinerary is compact, the rooms are reserved, and the vehicles are prepared, saving money and time for the self-help tourists, which will naturally be welcomed by them. Therefore, the money earned by doing a good job in self-help travel business is not worse than that of taking a team, and the flexibility of operation has also improved. In order to provide personalized travel services, travel agencies should not only improve the network system, but also enhance customer awareness and service awareness to meet the individual needs of different tourists. For example, the "tailor-made" service developed by Xincheng International Co., Ltd. provides a series of supporting services such as visas, air tickets, hotels, transfers and tour guides. According to the customer's requirements and the characteristics of the trip, make use of the global 175 city service network. Although people can book rooms and transportation through the Internet, personalized and complete one-stop service can only be provided by travel agencies. Another example is the China Tourism Hotline set up by Guang Zhi Travel International Travel Service Co., Ltd., which sets up a business guest service center according to the special needs of business guests, and provides high-grade intermediary services for business, conferences, vacations and other related services according to the activities and demand characteristics of business tourists at home and abroad. You can even make use of the extensive contacts of travel agencies to provide special services such as agents for guests and provide various conveniences for business and conference tourists.

(C) to break the traditional way of publicity and promotion, online promotion is more extensive and effective.

The traditional propaganda methods of travel agencies are mainly printing brochures and advertising in TV and newspapers, with a narrow scope. Because it is a one-way information exchange, the recipients don't care about advertisements when they don't need to travel, and they feel that there is insufficient information when they need to travel, so the promotion effect is not ideal. With the rapid development of Internet e-commerce, it is urgent for travel agencies to promote online sales. Because of the wide publicity, illustrated web design, flexible expression, easy content update, low cost, attractive and persuasive communication with netizens, the promotion effect is good. At present, China's tourism enterprises have also started online promotion, such as China Travel Agency (), which has established its own websites. Online promotion has gradually become a bridge for information communication between travel agencies and tourism consumers. Internet surfers can not only receive information sent by travel agencies, but also ask their own questions through chat rooms and electronic billboards to get answers from travel agencies. You can also exchange your own travel experiences and experiences with other tourists, so that the promotion effect for tourists will be better. Therefore, the online promotion of travel agencies is not only to build a website, but also to build an efficient webpage. This webpage should be dynamic and constantly enriched to meet the changing market demand, introduce the constantly enriched tourism products, and provide users with the latest and practical information at any time. In addition, promotional materials and brochures issued by travel agencies should also remind tourists to identify the travel agency's website on the Internet. The two promotion methods should complement each other in order to attract more tourists and really play a role in promotion.

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American Travel Agency magazine made a systematic investigation on the reasons why some frequent customers no longer patronize the original travel agency. The survey results show that 68% of customers are caused by inadequate after-sales service and no active efforts to win repeat customers. (The reason why some frequent customers no longer patronize the original travel agencies is that these travel agencies hold a cold attitude of "love coming or not" for their future travel. In fact, in order to reduce the risk of purchasing travel services, tourists like familiar travel agencies very much. To this end, travel agencies in western countries attach great importance to after-sales service and adopt various forms of after-sales service to win the patronage of every customer again. For example, the next day after the guests come back, they will call the guests to greet them, or greet them online, send them consultation sheets, postcards, hold a tourist reception and so on. The practice of foreign travel agencies is worth learning from domestic travel agencies. The end of this trip means the beginning of the next trip. Doing a good job of serving old customers will enable them to contact our travel agency again on their next trip. Therefore, doing a good job of after-sales service is a good measure to keep customers and markets expanding, with a direction, a foundation, low cost and good results. With the increasingly fierce competition in the travel agency industry in China, it is extremely urgent to maintain and win customers. Travel agencies can consolidate and expand their customers only by doing a good job of after-sales service. Travel agencies can use computer management to establish customer files, and also use the network to strengthen contact with customers, conduct after-sales tracking services, understand their new needs, and thus launch more fashionable tourism products.

(five) to promote the internal management reform of travel agencies, improve operating efficiency.

The use of the Internet is also conducive to the improvement of the internal business operation and management level of travel agencies. In order to adapt to the development of personalized tourism, the workload and complexity of travel agencies will increase unprecedentedly. Travel agencies use e-mail and electronic orders to make online purchases and reservations, which can not only save a lot of time, manpower and contact costs, but also reduce disputes caused by differences between planned purchases and actual purchases because of frequent online contacts and convenient modification. In addition, travel agencies can also use the Internet to establish an internal management information system and a unified customer file, so that each branch or business point of the travel agency can grasp the real-time sales situation and enjoy information resources. Establish a financial management system to better control the operating income of each operating point; Establish online training courses for employees working in various places to learn anytime and anywhere; Establish a database of tour guides and various personnel to provide customized services for internal employees. Intranet can make the internal management information of travel agencies smooth and increase the transparency of management, which will inevitably improve the management level.

(6) The transition to a compound enterprise is the inevitable trend of the development of travel agencies in the future.

At present, there are three main trends in the development of domestic tourism e-commerce: travel channels of portal websites (such as Sina and Sohu); Professional travel websites (such as Ctrip); Tourism websites founded by traditional tourism enterprises such as Huaxia and Guang Zhi Tourism. However, among the numerous websites that have sprung up like mushrooms after rain, many simply introduce the knowledge of tourist attractions and some tourist routes, and only a few really realize tourism e-commerce. Among these travel websites, Ctrip. Com adopts the operation mode of Silicon Valley and uses overseas funds for localization operation, becoming the fastest-growing emerging tourism intermediary service enterprise in China. Ctrip currently ranks first among travel websites with more than 600,000 members and 400,000 page views per day. In CNNIC's selection, it is the only travel website that entered Qianqian 100. At present, Ctrip's business scope focuses on hotel reservation, air ticket reservation and travel route reservation. After the merger of Ctrip and Modern Express is completed, the business volume of the new enterprise will be the largest in China at present, two to three times that of the second place. After the merger, Ctrip will become the largest business travel service company and the largest hotel distributor in China. It can be seen that the rapid development of portal websites and professional travel websites will pose a threat to the online sales of travel agencies.

These three different tourism e-commerce companies are exploring various potentials and seeking the greatest development. However, the three forces have their own advantages and development space, and it is difficult to win or lose at one time. Therefore, it can be predicted that they can gradually grow, unite or merge in the future and become a new type of enterprise with infinite vitality after reorganization, that is, network enterprise+traditional tourism enterprise = compound tourism enterprise. The vitality of this compound tourism enterprise comes from the fact that it has concentrated the resource advantages of the three enterprises, and has produced greater competitiveness through integration and complementarity.

For example, China Youth Travel Holding Company, as the only listed travel agency in China, reformed the traditional tourism business model, established an e-commerce company, and founded and launched a comprehensive travel website "Youth Travel Online". Internet platform is used for online marketing, and travel agencies are the "backstage", mainly engaged in specific market research, product research and development, reception and other links, thus forming a new pattern of tourism management that utilizes the complementary advantages of tourism websites and travel agencies to promote the upgrading of traditional tourism. The ingenious combination of tradition and modernity, learning from each other's strengths and relying on each other, CYTS online represents not only the development direction of tourism e-commerce, but also the development direction of the entire Internet e-commerce. Under the background of traditional sales network, it is the general trend for travel agencies to establish business websites that combine entity and virtual, innovation and tradition. In this fundamental transformation process, solid and huge financial support is extremely important. It is feasible for CYTS holding company to raise funds by issuing listed shares. In the past year, the successful performance of CYTS stock proves that it can play a decisive role in the transformation from traditional tourism enterprises to compound tourism enterprises. At the same time, it also points out a feasible way for the travel agency industry to develop its own scale, open up new markets and change the backward situation of "small chaos and weak" in the network era.

To sum up, the popularity and application of the Internet will play a positive role in promoting the development of travel agencies. Travel agencies should follow the trend, actively change their functions and carry out reforms from the inside out. This change does not mean that travel agencies have been replaced and disappeared, on the contrary, it is the driving force to push travel agencies to new heights. Because high technology can replace many people's services and solve many problems, but it can't replace people-to-people services. Moreover, the more advanced technology, the more people respect and pursue the feeling of face-to-face service between people, and the more personnel services will be appreciated. Sincerity, refinement and personalization of interpersonal service will still be one of the main development directions of travel agencies in the network era. Continuously improving the quality of personnel service and online service will be the dual task of future travel agencies. As a talent-intensive enterprise, in the era of knowledge economy, human resources are the basis for the development of travel agencies. The management of travel agencies should be people-oriented, attach importance to the cultivation of high-quality talents and employee motivation, improve the quality of travel agency employees and enhance the competitiveness of travel agencies.

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Let's take a look at the relationship between the Internet age and the operation of travel agencies. With the development of human society and the improvement of economic income level, individual travel in international tourism has developed rapidly, and the trend of independent travel and self-help travel is becoming more and more obvious. In traditional tourism, the hurried tour group can no longer meet the increasingly strong demand for personalization, autonomy and comfort in tourism consumption. However, individuality and autonomy often bring high costs and various inconveniences. How to solve this contradiction between supply and demand has become the primary problem of tourism today.

(A) the arrival of the online travel era, tourism e-commerce.

In today's society, the internet is booming, and the advantages of interactivity, real-time and massive information of the network have a strong attraction to tourism. Long-term regulation has made people realize that tourism is a stream of people based on information flow, and the intangible nature of tourism products and the characteristics of consumption in different places determine the important role of information flow in tourism. Only by constantly improving information means can we enter the speed of tourism information flow such as sales, booking and payment. In the current information age, tourism "touching the net" has become unstoppable. Different kinds of tourists can query information through the Internet, and they can book trips, rooms and tickets according to their own wishes. Network platform has set off an upsurge of online travel with its convenient and fast advantages. )

The so-called online travel is a new travel mode in which travel service providers and consumers communicate and trade through the Internet. The so-called online travel era is actually the era of tourism e-commerce. The combination of tourism and e-commerce has expanded and promoted the value of "tourism" and "network" to the maximum extent. Tourism product is a kind of standard intangible product and a "commitment" sale in logistics. Therefore, tourism products are most suitable for online marketing and naturally become one of the hottest commodities in e-commerce. From 65438 to 0999, global e-commerce sales exceeded140 billion US dollars, of which tourism e-commerce exceeded 27 billion US dollars, accounting for more than 20% of global e-commerce sales, and it developed at a rate of 350% for five consecutive years. Tourism e-commerce is based on network, tourism information base and e-commerce bank, which will surely bring a revolution to tourism.

(B) the strong impact of tourism e-commerce on the travel agency industry

Compared with travel agencies, online inquiry, booking and transaction have the advantages of wide information, convenience, saving money and time. This brand-new marketing method poses an unprecedented challenge to travel agencies.

1. Save transaction costs and provide cheap and good products.

Travel agencies have made great contributions to the development of tourism in saving transaction costs. The appearance of travel agencies has changed the original N*M tourism market transaction mode into N+M mode, but its transaction cost savings are limited. Similarly, suppose there are n producers and m consumers of heterogeneous products in the market, and there are x travel agencies with the same level of competition. Due to the incompleteness of information and geographical independence, every travel agency has n/x producers and m/x consumers in the same period. In this way, the transaction cost saved by each travel agency is n/x * m/x-(n/x+m/x), so the cost saved by the whole market is △ txc1= x * [n/x * m/x-(n/x+m/x)] = n * m/. But if an internet with complete information is used as an intermediary, the result is △ TXC2 = n * m-(n+m).

Compared with the traditional travel agency business, tourism e-commerce saves (1-1/x) * n * m units of funds, which will increase with the increase of the number of travel agencies. This shows that tourism e-commerce is more suitable for such a vast market area as China. With the intensification of global business integration, tourism e-commerce will play a greater role. Tourism e-commerce not only reduces the sales links between food, shelter, transportation, travel, shopping, entertainment and other products and tourists, but more importantly, realizes the "institutional streamlining" within the travel agency industry. Traditional travel agencies operate in a relatively closed environment with fierce competition. Travelers add a little commission to sell to domestic wholesalers, domestic wholesalers add a little commission to foreign retailers, and foreign retailers sell them to consumers through local travel agencies. Because every business needs to get the price difference, after many twists and turns, it not only takes time and money, but also adds extra expenses to consumers. The difference between the tourism price consumers finally get and the total retail price of all kinds of tourism products they need is negligible. Tourism e-commerce saves a lot of intermediate links, directly connects producers and consumers through the network platform, and also achieves the purpose of wholesale and transit tourism products at low prices. If each transaction increases by 7 points, the travel agency will go through a series of wholesale and retail links, and the cost will increase by at least 30%. At present, the relatively large international e-commerce travel companies, such as YahooOnline and Expedia, have only increased the cost of their products reaching the market by 3-5 points. Compared with travel agencies, their cost is much lower, and they realize the real good quality and low price.

2. The information is highly concentrated and the operation is convenient and quick.

Tourism products are intangible, which makes them unable to enter the circulation field in kind, but can only be expressed in the form of information. Information transmission is the key to travel agency marketing. The information in traditional tourism is usually spread through advertisements in TV, newspapers and other media. The information has the characteristics of small capacity, insufficient richness and poor pertinence. This defect increases the workload of people searching and screening information. People often shop around for cheap and good products, and even take pains to find a lot of advertising materials for hotline consultation, while online travel allows products to meet users. As long as consumers choose the product specifications and prices they need on the network platform, and then click Query, it will be clear at a glance. More conveniently, complex processes such as booking, trading and settlement can be completed online at one time.

3. Pursuing individuality and adapting to market demand

At present, the operation of travel agencies is in the buyer's market, and the market demand has changed from passively accepting the "package" provided by travel agencies to actively pursuing diversification and personalization. More and more merchants have realized that "marketable" has become the mainstream of the market, and gradually turned from product sales to product development. However, in the face of the trend of independence and personalization of international individual travel, they feel powerless, and it has become a long-standing problem to choose which personalized market to develop. People's psychology of seeking novelty and difference increases the autonomy and independence of consumption, and the market is further subdivided. It is obviously unrealistic for relatively closed and weak travel agencies to produce all-inclusive products, but market segmentation means a decrease in market share. Network tourism came into being under the environment of personalized tourism, which fully met the needs of consumers with different personalities and psychology. Online travel collects the demand information of different tourists in time and obtains the sales feedback information of producers through the community on the website. The BtoC and CtoC modes of tourism e-commerce use the information obtained from the supply and demand sides to find new highlights in developing the market. BTOC and CTOC modes strengthen the connection between producers and consumers, making self-organized routes and self-help outings completely a reality. Not long ago, the success of the well-known domestic travel website Goodbye City further confirmed the feasibility of online travel.

4. Coordinate the contradiction between supply and demand and guide the allocation of resources.

Tourism demand is characterized by "diversity and small quantity", while tourism supply is characterized by "small sample and large quantity". How can we alleviate this contradiction between supply and demand? Travel agencies in the traditional tourism industry have played an important role in this respect, which can make use of the effective information of both the supply and demand sides to diversify the supply, quantify the demand and finally tend to balance. However, due to the incomplete information of travel agencies, it is impossible for them to guide supply and demand completely and correctly. Its response to market changes is relatively slow, which will create the illusion of short-term seller's market and worsen the contradiction between supply and demand. Taking the holiday tourism economy as an example, the blind speculation of travel agencies only for immediate interests often leads to the imbalance between supply and demand, resulting in the illusion that demand exceeds supply, while the tourism e-commerce system can respond sensitively to the subtle changes in the market because it occupies a considerable amount of information. Through the nationwide early warning system, the contradiction between supply and demand can be coordinated in time and the passenger flow can be diverted, which is conducive to the all-round and all-round development of the tourism market and the sustainable development of tourism.

(◎ ◎ (3) There is no doubt about the existence of travel agencies.

Tourism e-commerce has occupied the travel agency market with great advantages. Does this mean that the travel agency has since withdrawn from the historical stage?

1. The network development is not perfect, and travel agencies will not withdraw from the market in the short term.

The concept of online travel is really refreshing, but the real arrival of the online travel era is based on a mature and sound network. At present, the development of the network is still far from perfect, and it can not take over the historical responsibility of travel agencies as tourism intermediaries. First of all, the operability of the network is poor, and it must be based on certain computer network knowledge, which is not easy to popularize. Online consumers are mostly high-income or well-educated classes, and users are mostly distributed in coastal open cities, and the eastern coast is generally higher than the northwest inland areas. Secondly, security and speed are the bottlenecks of network development. The virtuality of the network and the invasion of network hackers increase the concealment of tourism products and the risk of purchasing behavior. The speed of the Internet is far lower than consumers' expectations, so it is hard to imagine a consumer ordering a newspaper of the day that can be bought at an online bookstall. Third, the network reputation cannot be guaranteed. Despite the online booking and payment, the online "promise" may not be fulfilled, which requires not only a high level of social morality to support, but also legal constraints to ensure its realization.

2. In the long run, the humanized service of travel agencies will always be a vacancy for tourism e-commerce.

Travel agencies are engaged in a kind of humanized service. With the development of social economy, people's call for human nature and their desire for feelings are getting stronger and stronger. And people's feelings are irreplaceable by electronics and information technology. Although people will rely heavily on network information to choose tourism products in the future, and even be equipped with professional electronic guides to provide explanation services, they will not be respected and realize their self-worth. According to Maslow's demand theory, people have the need to be respected by others, and people's travel is driven to some extent by the unmet need to be respected. Only by truly serving people can we satisfy this innate vanity. Furthermore, special services for different consumer groups should also belong to the category of humanized services, such as the elderly and children. These two kinds of people have their own age characteristics, so it is impossible to catch up with the wave of online self-help tourism. They need more care in their travel to ensure the smooth progress of tourism activities. Only the additional high-quality and high-grade services provided by travel agencies can make them feel at home. )

(d) A new travel agency business model is coming soon.

1. Give full play to business advantages, develop e-commerce, and change from entity operation to network "virtual operation"

Network tourism is not a subversion of traditional tourism, but a fusion of network and tourism. Never deny the performance and role of travel agencies because of the advantages of tourism e-commerce. The defects of modern tourism network in information arrangement and market development are the result of lack of tourism intervention. Travel agency is the intermediary of tourism. They should intervene in the network with skilled business skills, conduct e-commerce, and conduct "virtual management" with the network platform as the desk. The so-called virtual management is to engage in information processing and transmission, and change from price difference profit to information profit. Travel agencies should change their business model on the basis of occupying resources and marketing network, cooperate with online travel and complement each other's advantages, so that China's travel agencies will have strong competitiveness after joining WTO.

2. Subdivide the market and strengthen humanized service.

If "virtual management" is just a kind of reinvention, then market segmentation is the real evolution of travel agencies. Travel agencies are still travel agencies, but they must be positioned in the specific market endowed by the online travel era. One is to provide intermediary services between tour guides and individual travelers, and collect intermediary fees. This requires the establishment of a large number of complete tour guide information files. The employment relationship between travel agencies and tour guides has changed into that between tourists and tour guides, which is a respect for tourists' autonomy and fully conforms to the development trend of tourism. Second, develop the children's market and the elderly market. Children and the elderly are two rich and sunny markets with great development potential.

The travel agency wants