Development prospect of tourism e-commerce

China's tourism industry will enter a golden period of development, when e-commerce and network industries will also mature. By the end of 10, the total number of Internet users in China has reached 450 million, with an annual growth rate of 20.3%. The Internet penetration rate in China has reached 33.9%, which has exceeded the world average of 30%. The online consumer market has unlimited business opportunities. In this context, the rapid integration of tourism, e-commerce and the Internet will be inevitable and create immeasurable value. Online travel will promote the rapid development of Internet e-commerce in the IT field and bring new vitality to the tourism industry.

Market analysis and development

The World Tourism Organization predicts that China is expected to become the largest tourism market in the world in the new century. According to the industry forecast, within three years, the transaction volume of the tourism market 10% will come from the network support. Driven by the development of global tourism market, combined with the development of tourism e-commerce in China. Based on the analysis of the present situation and existing problems, China tourism e-commerce should make breakthrough progress in the following aspects.

First, third-party service websites should expand the content and scope of services. In terms of service content, it has developed from simple network marketing to all-round transaction service, realizing the integration of line reservation, team combination, payment, service monitoring and complaint management? One stop? Service. In terms of service scope, it will focus on providing a network integrated marketing platform for small and medium-sized tourism enterprises, reflecting the advantages of the Internet in resource integration, and further encouraging the exploration and launch of domestic tourism resources? Small but fine? Characteristic tourism service makes up for the shortcomings of heavy team and outdated service content under the traditional business model.

The second is to highlight personalized service. The biggest difference between tourism e-commerce and traditional tourism services is that it provides various personalized customized services through two-way communication and interaction, which is the key for tourism e-commerce websites to adapt to modern tourism needs. Driven by the demand for personalized services, the number of self-help travel service websites for specific groups will increase dramatically. At present, some forum tourist areas have begun to take shape.

Third, large-scale operation should be the basis of success, and win-win cooperation should be the business goal. There are more and more tourism e-commerce websites, which leads to direct competition among websites. In addition to brand competition, the scale benefit of operation has also become the foundation of success. Tourism websites that lack resource advantages will not be able to stand in the competition for a long time, and the survival of the fittest is inevitable. In this situation, large tourism service enterprises will invest more money in the field of e-commerce, expand website functions and increase business coverage, and online payment will basically become an essential function; Small and medium-sized travel societies make use of the advantages of the Internet to form enterprise alliances, turn competition into cooperation, and pursue average profits in a win-win mode in order to survive and develop. In view of the wide distribution of tourism resources in China, it is not easy for large travel agencies to achieve monopoly operation. On the contrary, e-commerce should provide alliance development space for many small and medium-sized tourism properties.

Fourth, it should be closely integrated with the capital market. As a new thing, the development of tourism e-commerce must rely on the power of capital market. In the next stage, tourism service agencies should pay attention to the importance of capital operation, use the financing platform of the capital market to expand rapidly, and the asset restructuring activities of listed companies participating in tourism e-commerce will also increase greatly. International capital regards China tourism as a hot spot for future investment, and will enter China tourism market in three main forms: high-end market, aiming at the development direction of government-led tourism e-commerce. Make use of mature operation mode and perfect service network to obtain cooperation opportunities; The low-end market aims at the potential demand of small and medium-sized tourism enterprises to develop e-commerce, and uses the advantages of talents and scale to expand in the process of network construction. Therefore, industry authorities, tourism enterprises at all levels and scenic spots should take advantage of the situation, achieve mutually beneficial cooperation with international capital, introduce foreign capital and advanced management concepts, and realize the rapid and healthy development of China's tourism industry.