Tourism e-commerce paper?

Analysis on the problems and countermeasures of China's tourism e-commerce [20 10-02-28 05:39] Abstract: Based on the development status of China's tourism e-commerce, this paper analyzes the existing problems, and puts forward some corresponding development countermeasures.

Keywords: tourism e-commerce; Current situation; Problems; Countermeasures

1 the concept and characteristics of tourism e-commerce

Tourism e-commerce refers to the whole business operation process in which tourism enterprises use computers and modern communication technologies to adjust the relationship between enterprises and consumers, enterprises and enterprises, and enterprises and enterprises through the Internet, so as to expand sales and expand markets and realize internal electronic management. It has the characteristics of relying on the Internet, direct participation of consumers, huge information sources and convenient payment methods.

2 the development status of tourism e-commerce in China

China tourism e-commerce websites have appeared since 1996, and there are more than 5,000 websites with certain tourism information capabilities. Among them, there are more than 300 professional travel websites, mainly including regional websites, professional websites and travel channels of portal websites. Regional websites mainly introduce local scenic spots and scenic spots, with poor overall strength and little information, and the benefits are hard to guarantee. Professional travel websites are mainly engaged in tourism intermediary business, including websites established by traditional travel agencies and professional e-commerce websites. The former includes CYTS, CITS, etc. Kang Hui has also set up the first outbound travel website in China (introducing outbound travel registration, passports, visas, frontier defense, customs and other knowledge).

In 2002, Golden Travel Project, China's national tourism informatization project, took the construction of "tourism destination marketing system" as the development focus of e-commerce, aiming at making it an important means of publicity, promotion and service for China tourism destinations at home and abroad in the information age. Through hard work, the construction of the central platform of "Tourism Destination Marketing System" in China has begun to take shape, and the "Tourism Destination Marketing System" in more than ten regional cities such as Guangdong, Hong Kong, Macao, Dalian, Sanya, Zhuhai, Nanhai, Shenzhen, Xiamen and Suzhou has also been put into operation or is under construction, which has played an important role in tourism promotion. On this basis, the National Tourism Administration expects to gradually complete the system construction of 138 excellent tourist city in about two years, and gradually promote it to other cities.

It can be seen that China's tourism e-commerce has formed a diversified pattern in which various tourism enterprises (including destination tourism service enterprises and tourism intermediaries) and tourism destination marketing agencies' websites (DMO), global distribution system (GDS) and computer reservation system (CRS), professional tourism websites and tourism e-commerce platforms complement each other, compete with each other and develop together.

3 China tourism e-commerce problems

3. 1 Low transaction security and lack of credit guarantee.

The security of transactions is still the main factor affecting the development of tourism e-commerce. How to ensure the security of data transmission has become one of the most important factors in the popularization of tourism e-commerce. The survey company conducted an online survey on the application prospect of tourism e-commerce. When asked why they don't want to shop online, most people's answer is that they are worried about being hacked and losing their credit card information. Therefore, transaction security has become the biggest obstacle to the development of tourism e-commerce. In addition, China has not yet established a sound credit system, which makes electronic payment a bottleneck in online transactions.

3.2 The content of travel websites is simple and incomplete, lacking personalized service.

Compared with foreign travel websites, domestic travel websites generally have some problems in content, such as outdated content, no obvious tourist signs, monotonous introduction of scenic spots, and lack of pictures and dynamic demonstrations. The tourism information management system is also not perfect, and there are some problems such as incomplete regions and contents. The main visitors of travel websites are business travelers, but business travel and private travel have different needs in transportation, accommodation, catering and travel activities, especially in travel time. At present, most of the services provided by domestic websites are aimed at private travel, such as air tickets and hotel reservation services. Because of the similar service mode and price system and the lack of personalized service, they are not attractive to customers, and the profit of travel websites is very limited.

3.3 Same business model

The main e-commerce businesses of travel websites include air tickets, hotels and tour group reservations, which are available on every travel website. When the website regards itself as a travel agency, it finds that these services are not much better than those provided by traditional travel agencies, hotel reservation centers and air ticket sales companies. Therefore, tourism websites must provide better services and products, or seek new foothold and development opportunities, or rapidly expand sales, so as to achieve profitability. When there is no clear and better development model, the website will lose its way.

3.4 website market segmentation is not clear

Unclear market segmentation is a common problem in domestic tourism websites at present. Through observation, we can find that most of the information and tourism products published by tourism websites are suitable for all ages. Internet visitors are diverse, their hobbies, cultural background, economic ability, occupation and age are different, so their travel needs are different. If the market segmentation is targeted without considering the needs of different levels, it is difficult to arouse tourists' desire to travel, and it is also difficult to effectively connect the supply of tourism websites with the personalized needs of consumers. 4 China tourism e-commerce development countermeasures

4. 1 Establish a payment platform to realize electronic payment.

The rapid development of e-commerce abroad is closely related to the popularity of Internet and credit cards. Online transactions must be completed by credit card or bank account, and the direct use of credit card to complete transactions is the development direction of online payment means. In China, if credit cards are not popularized and electronic payment methods are not widely accepted by the society, the development of e-commerce will face many obstacles. Therefore, major banks should seize the opportunity to intervene in tourism e-commerce as soon as possible to provide credit guarantee for online marketing of tourism enterprises. Enterprises should also actively participate in cooperation and learn from the successful experience of developed countries to make electronic payment safer and faster.

4.2 Strengthen website construction and management

The website is like a virtual "window", and the content of the website is the goods on the "window". Therefore, the information provided by the website must be colorful and updated in time to attract customers. Secondly, web design should have its own characteristics and be updated regularly. For example, "Youth Travel Online" has been updated many times in the more than one year since its establishment, and many new contents and sections have been added each time, giving people a refreshing feeling. In addition to updating information in time, travel websites should also establish an online travel consultation and information service system to generate different schemes for customers to choose according to their travel intentions, personal interests, payment ability and time. Answer customers' questions in time, which fully embodies humanization and emotionality.

4.3 Establish a new profit model

Combine your own conditions and take your own development model. Tourism websites with different scales and characteristics should have different choices. Because of its large scale, high popularity and huge user base, large-scale tourism websites are more convenient to get involved in e-commerce. Based on the collection and processing of tourism information, they can be transformed into virtual tourism trading markets and become online tourism intermediaries. Small tourism websites can attract specific users with special services, or become local tourism intermediaries, sub-websites and partners of large tourism websites based on the development and utilization of local tourism information resources to provide consumers with more thoughtful services.

4.4 Development in the direction of personalization

Like traditional marketing, tourism e-commerce websites should do a good job in investigating the tourism market (tourism middlemen and tourists), subdividing the market and choosing the target market. In this regard, some websites have been successfully planned and operated, such as "Dream Tour", "Network Tour" and "Southern Express into Northwest China", which are very popular among tourists. Self-help tour adapts to people's personalized requirements with the characteristics of trip self-help, price self-help, network navigation and internet service, and has great potential. There are also great potential markets such as "White-collar Imagination Tour", "Happy Family Tour" and "Wedding Holiday Tour".

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