Analysis on the Role of E-commerce in Tourism Development _ E-commerce and Tourism

[Abstract] At present, the positive role of e-commerce will become increasingly prominent for the tourism industry which is in the stage of recovery and development. With the change of the concept of tourism companies and the solution of technical problems of e-commerce, tourism e-commerce will usher in a broader development space. People have taken traveling as the main form of celebrating holidays. Traditional tourism can no longer meet the increasingly strong demands of tourism consumers for comfort, autonomy and freedom, and should be replaced by "personalized tourism" with "comfort and freedom".

[Keywords] E-commerce; Tourism e-commerce; Personalized tourism; National audit quality; Measurement indicators; Financial audit

[Chinese library classification number] f713 [document identification number] a [article number] 15-6432 (212) 32-55-2

1 The connotation of tourism e-commerce

E-commerce usually refers to a wide range of commercial and trade activities around the world, based on the browser/in the open network environment of the Internet. It is a new business operation mode to realize consumers' online shopping, online trading and online electronic payment among merchants, as well as various business activities, trading activities, financial activities and related comprehensive service activities. Its embryonic form is electronic data interchange (EDI) and electronic fund transfer (ETF) which appeared among some enterprises in the late 197s, but its real commercial application was in the middle and late 199s. A group of technical innovators at the intersection of electronic information technology and business first applied computer networking technology to traditional business activities, which led to new raw material sources, new product sales methods and new business combination methods, leading to new enterprise production and marketing relations and new market efficiency. As a new transaction mode, e-commerce has brought production enterprises, circulation enterprises, consumers and the government into a new world of network economy and digital existence.

tourism e-commerce is a new business operation mode derived from the conventional e-commerce system, which refers to a business system that takes the network as the main body, takes the tourism information base and e-commerce bank as the foundation, and uses the most advanced electronic means to operate the tourism industry and its distribution system. Tourism e-commerce provides an internet platform for the majority of tourism peers. The functions of tourism e-commerce can be summarized as follows: publishing marketing information of tourism enterprises, electronic data exchange, online ordering, electronic account and online payment, consultation and negotiation on service delivery, transaction management, etc.

2 E-commerce promotes the development of tourism

2.1 Tourism E-commerce has a huge development space

Now a new economic revolution based on digitalization and linked by the Internet has arrived. Like other industries, tourism is also facing opportunities and challenges brought by the information revolution. At present, many tourism enterprises have successfully used the opportunities provided by Internet technology to operate directly on the Internet, face customers directly and provide customers with one-stop services. For example, the famous foreign "booking travel" network () attracts more than 6 million visitors to its website every year, and the total order sent by mail reaches more than 8 million dollars. The "Tourist City" webpage () has a weekly order of about US$ 5 million, with an increase of 25, registered users every month. According to the report of "Online Leisure Travel", the market potential of "Online Travel Reservation" will reach 7.4 billion US dollars. With such a huge market potential, tourism has become a very active force in the current cyberspace. The traditional functions of travel agencies, the traditional intermediary agencies of tourism, have gradually weakened, and online transactions have become an important trend in the development of tourism in the 21st century. Nowadays, the online transaction of tourism is no longer a question of whether it can be realized, but a question of how fast and how large it will be realized. The immovability of tourism products determines that the fundamental business of tourism is information, so networking has brought profound influence on the market, distribution, sales and communication of tourism industry, and led to the reform and reorganization of tourism industry.

the development prospect of tourism e-commerce is quite broad, especially in hotel reservation, air ticket reservation and tourism projects, involving a wide range of customers, including corporate tourists, group tourists and individual tourists. According to the prediction of the World Tourism Organization, China is expected to become the largest tourism market in the world in the 21st century. According to the industry's prediction, within three years, 1% of the transaction volume in the tourism market will come from network support. Undoubtedly, this is very attractive to investors.

2.2 e-commerce provides a perfect service system for the tourism industry

At present, China's tourism reservation websites attach great importance to technology and services, which are mainly reflected in the establishment of internal and external information management systems, the establishment of real-time reservation systems, the provision of multi-channel (telephone, network, SMS, agency, etc.) services, the establishment of customer service standards and service procedures, and the establishment of a complete service chain including background services. Many websites have established customer relationship management (CRM) systems, but personalized product development and targeted marketing are still insufficient.

In fact, there is nothing that can better serve the tourism industry than the cross-border Internet. Tourism and the Internet are a natural pair, and tourism can develop better by relying on the Internet. The tourism industry absolutely needs the Internet. With its unique concept of cooperative development, Aoyou. com provides tourists with all-round and integrated online travel services in combination with travel agency alliances all over the country. After a tourist orders a certain tour route online, he can start a "one-person" trip. All the itinerary and transportation accommodation have been arranged for you, and even the whole route has been marked on a printed itinerary and map through the website. You can know the daily arrangement like a map: flights, destinations, accommodation, attractions and other services. And if you encounter any problems during the trip, you can directly dial the national tourist hotline and rely on the destination travel agency to provide more and better services.

2.3 E-commerce promotes the personalization of tourism product design

Due to the limitations of previous means of information exchange, it is difficult for tourism marketers to understand the potential needs of each tourist. Therefore, it is difficult to provide tourists with personalized travel routes, personalized travel experiences and personalized tourist souvenirs. In the past, people had to travel alone in pursuit of personalized travel, but this would also bring many unnecessary troubles and affect the fun of traveling. Now it's different. Since the introduction of this personalized travel service, people can enjoy the travel life they yearn for without worry, and no longer worry about unnecessary trivial things such as accommodation, booking tickets, traveling by car and so on.

Tourism e-commerce has fully stimulated the multi-variety management advantages of tourism enterprises, enabling them to obtain economies of scale and scope. According to modern enterprise theory, economies of scale exist when the scale increased by a single business unit that distributes a single product reduces the unit cost of distribution; The original meaning of scope economy is that diversification of enterprise management has greater efficiency and benefits than single operation, and the reason lies in the mutual support of diversification and its multiplication effect. Tourism e-commerce enterprises usually deal in a variety of products. Due to the cost constraints, traditional travel agencies generally don't accept the travel services of retail investors, so personalized travel faces great obstacles in the traditional way, while online travel has the characteristics of wide coverage and low sales cost, which makes up for the shortage that offline travel can't meet the travel service requirements of a large number of retail investors. It can be seen that multi-variety management is a major advantage of online e-commerce, and the low-cost advantage of tourism e-commerce is largely their realization and utilization in economies of scale and scope.