5. As a tourism enterprise, how to plan an e-commerce strategy for tourism consumers?

1 Tourism e-commerce development background

The development of tourism in China has much to do with the special national conditions in China. Compared with foreign countries, it has not experienced a gradual and slow growth and development process, but has experienced several rapid development stages from twists and turns to being on the right track and then becoming more and more mature under the background of international economic integration. However, the development of tourism e-commerce is not only the inherent demand of tourism itself, but also promotes the development of tourism e-commerce in a series of backgrounds.

(1) The bottleneck problem in the traditional tourism industry model has restrained the further development of tourism in China.

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The operation mode of traditional tourism is an integrated system of travel agencies. Travel agencies play an important role in the tourism industry chain, and their efficiency directly determines the operation efficiency of the whole tourism industry. In the primary stage of tourism development, the scale of tourism is relatively small, and consumers' tourism concept is not mature enough. Travel agencies can give full play to their own advantages, adjust the source of tourists and coordinate the relationship between hotels, transportation and tourist attractions. However, with the rapid growth of the tourism market and the maturity of consumers' tourism concepts, the traditional operation modes of telephone consultation, store ordering and group travel of travel agencies can no longer meet the needs of today's tourism market, and their own advantages have become the bottleneck hindering their further development. Can not improve the dominant position of consumers; Can't reduce the travel cost of consumers. The emergence of these problems has led to the inefficiency of the traditional tourism operation mode, the decline of consumer satisfaction and the slowdown of the growth of the whole industry.

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(2) With the rise of electronic commerce, it is feasible and necessary to develop tourism electronic commerce.

The sustained development of social economy and technology and the rise of internet technology have led to the rapid development of e-commerce. As the most widely used information technology field in the world, its market scale is expanding rapidly around the world, and all developed countries regard the development of e-commerce as an important means to expand the market. In this environment, the traditional operation of travel agencies has been greatly challenged by the online model, and its business philosophy and business types have been threatened as never before. The fast-growing tourism market and the growing online consumer groups have brought new opportunities to the tourism industry. The advantages of interactivity, real-time, richness and convenience of the network have prompted the traditional tourism industry to quickly integrate into the wave of online travel. At the same time, due to the particularity of tourism, it is especially suitable for developing e-commerce, so the combination of e-commerce and tourism is an inevitable trend, and it is necessary and feasible to develop tourism e-commerce.