Urgent! ! ! Does anyone know where there is information about "the role of the Internet in tourism"?

A brief discussion on the relationship between e-commerce and travel agency management and development

Abstract The combination of the Internet and traditional tourism has pushed the tourism industry into a new era - the era of online tourism. However, while online tourism brings various conveniences, it also has a strong impact on the travel agency industry. Only when travel agencies have the courage to innovate and change their business models can they remain invincible in the Internet era.

Key words: travel agencies; internet tourism; internet tourism era

Abstracts: The combination of the internet and the traditional tourism has pushed tourism to a completely new era-internet tourism era. While internet tourism brings people various conveniences, it also lashes the travel agencies strongly. In order to be unbeaten in this new era, the travel agencies have no choice but to innovate, to change the patterns of management.

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

1.1. Travel agencies transform from a single consulting service function to a multi-dimensional information exchange

1.2. Launch travel products that better meet individual needs

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1.3. Break the traditional publicity and promotion methods and make online promotion more extensive and effective

1.4. Do a good job in extending the after-sales service function of travel agencies and attract customers with more complete services

< p>1.5. Promote the reform of internal operations of travel agencies and improve operational efficiency

1.6. Transformation into a composite enterprise is an inevitable trend for the development of travel agencies in the future

2. E-commerce and travel agency management

2.1. The era of online tourism has arrived, and tourism e-commerce has taken the lead

2.2. Tourism e-commerce has a strong impact on the travel agency industry

2.2.1 Save transaction costs and provide better prices Cheap and good products

2.2.2 Highly concentrated information, convenient and fast operation

2.2.3 Pursue personalization and adapt to market demand

2.2.4 Coordinate supply and demand Contradictions guide resource allocation

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, travel agencies’ humanized services will always be a vacancy in tourism e-commerce

2.4. A new travel agency business model is about to emerge

2.4.1 Make use of business advantages to develop e-commerce, from Transform real operations into online "virtual operations"

2.4.2 Segment the market and strengthen humanized services

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. The owners of tourism resources (such as airlines, hotels, etc.) and the final tourism consumers can communicate with each other. Establish a more direct relationship. According to statistics from Data Monitor, tourism companies accounted for 18% of the total global online transactions in 1998. By 2002, this proportion will increase to 35%, becoming the first in the global electronic transaction field. This undoubtedly poses a huge new challenge to intermediaries such as travel agencies. Data released by CNN: In 1999, more than 85 million people around the world enjoyed the services of travel websites; global travel e-commerce has grown at a rate of more than 350% for five consecutive years. The China Internet Network Information Center (CNNIC) stated in the seventh "Statistical Report on China's Internet Development" that as of December 31, 2000, my country had approximately 8.92 million computers with access to the Internet and a total of 22.5 million netizens, which was the largest number of computer network information exchanges. It has laid the foundation for popularization and wide application. As one of the three pillars of the tourism industry, travel agencies are responsible for assembling travel products and directly promoting and selling them to travel consumers. At the same time, they are also responsible for providing timely feedback on travel market needs to travel product supply companies. The intermediary status of travel agencies determines the importance of collecting information, transmitting information, and comprehensively utilizing information. The Internet has pushed travel agencies into a wave of change.

The learning revolution triggered by the Internet will definitely have a huge impact on travel agencies: on the one hand, travel agencies can easily obtain a large amount of information from the Internet, which can strengthen the relationship between travel agencies, travel suppliers and tourists, and also improve the quality of travel agencies. The traditional business operation methods are informatized, simplified and scientific, promoting the modernization of travel agency management; on the other hand, the Internet will also bring travel suppliers and travel consumers together to exchange information, so that they do not have to rely on travel agency intermediaries. The information provided by travel agencies can be directly used for buying and selling activities, and the traditional market of travel agencies will be divided by other types of competitors. Therefore, the use of the Internet not only creates more opportunities for travel agencies' business development, but also poses a great challenge to the traditional business methods of travel agencies. If the operating mechanism is not changed, service functions are transformed, and new businesses are actively developed, travel agencies will be replaced by online information service agencies such as reservation centers and information exchange centers.

(1) Travel agencies transform from a single consulting service function to multi-dimensional information exchange

Travel consulting services are one of the traditional main functions of travel agencies. Without a very effective way to understand the tourist destination, tourists can only turn to the market information provided by travel agencies and past reception experience.

Now the Internet is providing tourists with more and more information about tourist destinations, travel transportation, etc. The information ranges from the general overview of the destination, customs and customs, to specific hotels, restaurants, taxis, etc. This information can be directly queried online by tourists. This kind of online query also has the advantages of large amount of information, straightforwardness, and convenient interaction. However, it is not easy to select specific information on the Internet. For new Internet users, searching in the vast sea of ????the Internet will be time-consuming, troublesome, and expensive. Therefore, travel agencies can use their own websites to collect a large amount of travel information and edit it into categories to facilitate search by Internet users. In order to establish a complete tourism information database, travel agencies can select corresponding tourist destination information based on current tourism hot spots, gather them together, and design them into special web pages for inquiries by interested tourists. For example, China Travel Information Network, Huaxia Travel Network, Ctrip Travel Website, etc. have clear e-commerce concepts and ideas, provide travel consultation, online itinerary booking and payment, and have better integrated tourism service resources and technical service resources to a certain extent. Provide more personalized services to a larger number of individual tourists (including all types of business and official tourists). The online services of travel agencies can also be extended to these individual travelers to provide them with a wider range of services. In addition, travel agencies, based on their special status of having extensive contact with various tourism companies and tourism consumers, can also take the initiative to conduct investigations and research on buyers and sellers, gradually form a tourism demand and supply information database, and provide it to tourism companies for a fee; they can also communicate with the market Research companies collaborate to conduct analysis of tourism market development trends, thereby gradually forming an information center.

(2) Launch travel products that better meet individual needs

Tourists are gradually becoming more mature in consumption. They not only need traditional package tours, but also more and more of tourists hope to choose targeted, themed and focused travel methods based on their special interests and hobbies. If travel agencies still adopt the simple approach of "attractions + transportation + hotels = tourist routes", they will give tourists a bad image of low-end "bulk goods". Therefore, travel agencies can use the Internet to provide tourists with a large amount of classified travel information. Tourists can search online for information about various elements of travel products that they are interested in. Travel agencies can provide necessary assembly guidance services to form group-specific tour information. Fashionable travel products that vary from person to person. The widespread use of Internet technology has enabled the realization of personalized tourism products with wide coverage, numerous random factors, and complex assembly operations, and gradually formed a one-stop system of personalized travel routes, personalized travel services, and personalized travel products. To this end, travel agencies have launched a series of services such as online information provision, problem consultation, product assembly, hotel booking, ticket purchasing, tour guides, service tracking, and information feedback. At present, self-guided tourism has gradually become a trend. This is a trend that emerged after tourism consumption gradually matured and mass tourism gradually unfolded. Travel agencies have a lot of business to do in this trend, because it is difficult for tourists to assemble ideal travel itineraries based only on scattered information obtained online. It is also very troublesome and difficult to get preferential prices when purchasing tickets and booking rooms separately. This will inevitably affect tourists. Overall experience of travel. Travel agencies can use their bulk purchasing and information advantages to design and book "self-guided tours" through e-commerce websites based on the wishes of self-guided tourists. They can arrange the itinerary compactly, book rooms, and prepare vehicles for self-guided tours. If you save money and time, you will naturally be welcomed by them. Therefore, the money you can earn from doing a self-guided tour business is no worse than that from leading a team, and the flexibility of your business has increased. In order to provide personalized tourism services, travel agencies must not only improve their network systems, but also enhance customer awareness and service awareness in order to meet the personalized needs of all types of tourists. For example, the "tailor-made" service developed and launched by New Journey International Co., Ltd. is based on customer requirements, combined with the characteristics of the itinerary, and using New Journey's service network in 175 cities around the world to provide "tailor-made" services for customers, including visas, air tickets, A series of supporting services such as hotels, transfers, and tour guides.

Although people can book rooms and transportation online, only travel agencies can provide personalized and complete one-stop services. Another example is the China Travel Hotline opened by Guangzhou Travel International Travel Service Co., Ltd., which specifically targets the special needs of business guests and establishes a business guest service center to provide higher-end business and conference services based on the activity patterns and demand characteristics of domestic and foreign business tourists. , vacation and various related intermediary services, and can even take advantage of the travel agency's wide contact range to provide guests with special services such as entrustment, and provide various conveniences for business and conference tourists.

(3) Breaking the traditional publicity and promotion methods, online promotion is more extensive and effective

Traditional publicity methods of travel agencies mainly include printing and distributing brochures and doing TV and newspaper advertisements. This kind of promotion method The scope is narrower. Because it is a one-way indoctrination information exchange, when the recipient does not need to travel, he does not care about the advertisement, and when he does need to travel, he feels that the amount of information is insufficient, so the promotional effect is not ideal. With the rapid development of Internet e-commerce, it is urgent for travel agencies to promote online. Because online promotion has a wide range of publicity, web design is rich in pictures and texts, flexible expression techniques, easy to update content, low cost, and can conduct two-way information exchange with Internet users, it is fascinating and persuasive, so the promotion effect is good. At present, our country's tourism companies have also begun to carry out online promotions, such as China National Travel Service (CITS) and others have established their own websites. Online promotions have gradually become a bridge for information communication between travel agencies and tourism consumers. Internet users can not only receive information from travel agencies, but also ask their own questions through chat rooms, electronic billboards, etc. to obtain answers from travel agencies; they can also You can exchange travel experiences and experiences with other tourists, so that the promotional effect for tourists will be better. Therefore, the online promotion of travel agencies is not only to establish a website, but also to establish an efficient web page. This webpage should be dynamic and continuously enriched to meet the changing market needs, introduce an ever-increasing variety of tourism products, and provide users with the latest and practical information at any time. In addition, the promotional materials and brochures issued by travel agencies should also remind tourists to identify the travel agency's online URL. The two promotional methods should complement each other in order to attract more tourists and truly play a promotional role.

◎◎◎ (4) Extend the after-sales service functions of travel agencies and attract customers with more complete services (this is too cumbersome and can be streamlined)

American "Travel Agents" People magazine once conducted a systematic investigation into the reasons why some frequent travelers no longer patronize their original travel agencies. The survey results show that 68% of customers are caused by travel agencies’ lack of after-sales service and inactivity in seeking repeat customers. (The reason why some regular customers no longer patronize the original travel agencies is first of all because these travel agencies have a cold attitude towards their future travels. In fact, in order to reduce the risk of purchasing travel services, tourists are very fond of familiarity. For this reason, travel agencies in Western countries attach great importance to after-sales service and adopt a variety of after-sales service forms to strive for every customer to come back again. For example, on the second day after the guest returns, make a greeting phone call to the guest, or send greetings to the guest online, send a consultation sheet or postcard to the guest, hold a tourist reception, etc. The practices of foreign travel agencies are worth learning from domestic travel agencies. The end of this trip means the beginning of the next trip. Providing good service to regular customers will enable them to contact our travel agency next time they travel. Therefore, doing a good job in after-sales service is a good measure to maintain customers and the market and continue to expand. It has direction, foundation, low cost and good effect. The competition in my country's travel agency industry is becoming increasingly fierce, and it is urgent to maintain and win over customers. Only by providing good after-sales service can travel agencies consolidate and expand customer sources. Travel agencies can use computer management to establish customer files, and can also use the Internet to strengthen contact with customers, provide after-sales tracking services, and understand their new needs in order to launch more trendy travel products.

(5) Promote the reform of internal operations of travel agencies and improve operational efficiency

The use of the Internet is also conducive to the improvement of internal business operations and management levels 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 emails and electronic orders for online purchases and reservations, which not only saves a lot of time, manpower and contact costs, but also makes corrections easy due to frequent online contacts, reducing errors caused by the difference between the planned purchase volume and the actual purchase volume. dispute. In addition, travel agencies can also use the Internet to establish an internal management information system and establish a unified customer archive so that each branch or business point of the travel agency can grasp the real-time sales status and achieve full sharing of information resources; establish a financial management system to better Control the operating income of each business location; 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, etc. The internal network can make the internal management information of travel agencies smooth and increase the transparency of management, which will inevitably improve the level of operation and management.

(6) The transformation into a composite enterprise is an inevitable trend for the development of travel agencies in the future

At present, there are three main trends in the development of China’s tourism e-commerce: portal websites (such as Sina, Sohu, etc.) ) travel channels; professional travel websites (such as Ctrip, etc.); travel websites established by traditional travel companies such as China Travel and Guangzhou Travel. However, among the many websites that have sprung up, many simply introduce knowledge about tourist attractions and some travel routes, and only a few truly realize tourism e-commerce. Among these travel websites, Ctrip adopts Silicon Valley’s operating model and uses overseas funds to carry out localized operations, becoming the fastest growing emerging travel intermediary service company in China. Ctrip currently ranks first among travel websites with more than 600,000 members and 400,000 page views per day. In the CNNIC selection, it is the only travel website ranked among the top 100. At present, Ctrip's business scope is concentrated in three aspects: hotel booking, air ticket booking and travel route booking. After the merger between Ctrip and Modern Express, the new company's business volume will be the largest in the country in terms of hotel booking business. , which is 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 tapping various potentials and seeking maximum development. However, each of the three forces has its own advantages and room for development. It is difficult to determine the winner for a while. Therefore, it can be predicted that in the future, they can gradually expand, combine or merge, and after reorganization, they can become a new type of enterprise with unlimited vitality, that is, network enterprise + traditional enterprise. Tourism enterprise = composite tourism enterprise. The vitality of this composite tourism enterprise comes from the resource advantages of three types of enterprises, which are integrated and complementary to create greater competitiveness.

For example, CYTS Holdings, the only listed travel agency in China, has reformed the traditional tourism business model, established an e-commerce company, and founded and launched the comprehensive tourism website "CYTS Online". The INTERNET platform is used for online marketing, and the travel agency serves as the "backend", mainly engaged in specific market research, product research and development, reception and other links. This forms a new tourism management pattern that uses travel websites and travel agency businesses to complement each other, and promotes the development of the traditional tourism industry. upgrade. Cleverly combining tradition and modernity, each drawing on its own strengths and relying on each other, the path taken by CYTS Online not only represents the development direction of tourism e-commerce, but also represents the development direction of the entire Internet e-commerce, using traditional The back-end support of the sales network and the establishment of a business website that combines physical and virtual, innovation and tradition are the general trends in the development of travel agencies. In this fundamental transformation process, solid and huge financial support is extremely important. It is a feasible way for CYTS Holding Company to raise funds by issuing listed shares. In the past year, the successful performance of CYTS stock has proven that it can play a decisive role in the process of transforming traditional tourism companies into complex tourism companies; it also provides guidance for how the travel agency industry can develop its own scale and open up new markets in the Internet age. , pointing out a feasible way to change the backward situation of "small chaos, poor performance".

To sum up: the popularization and application of the Internet will play a positive role in promoting the development of travel agencies. Travel agencies must follow the development of the trend, actively transform their functions, and carry out reforms from the inside out. This transformation does not mean that travel agencies are replaced and disappear. On the contrary, it is the driving force that pushes travel agencies to new heights. Because high technology can replace the services of many people and solve many problems, but it cannot replace the services of people to people. Moreover, the more advanced the technology, the more people respect and pursue the feeling of face-to-face service, and the more the value of personnel services will increase. Sincerity, delicacy and personalization of person-to-person service will remain one of the main directions for the development of travel agencies in the Internet era. Continuously improving the quality of personnel services and online services will be the dual tasks of travel agencies in the future. As a talent-intensive enterprise, travel agencies, in the era of knowledge economy, human resources are the foundation for the development of travel agencies. Travel agency management should be people-oriented, pay attention to the cultivation of high-quality talents and employee motivation, improve the quality of travel agency employees, and enhance the competitiveness of travel agencies.

◎◎◎◎◎ 2. E-commerce and travel agency management (the parts here that feel repetitive like part 1 can be replaced with a few sentences)

Let’s take a look again The relationship between the Internet age and travel agency operations. With the development of human society and the improvement of economic income levels, individual travel in the international tourism industry has developed rapidly, and the trend of independent travel and self-guided travel has become increasingly obvious. The traditional tour group that rushes for time and schedule is increasingly unable to meet the increasingly strong requirements for individuality, autonomy, comfort, etc. 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 issue in today's tourism.

(1) The era of online tourism has arrived, and tourism e-commerce has taken the lead

(In today’s society, the Internet is booming, and the advantages of the network’s interactivity, real-time nature, and massive information are very important to tourism. The industry has a strong attraction. Long-term control has made people realize that tourism is a flow of people based on information flow. The intangibility of tourism products and the characteristics of off-site consumption determine the important role of information flow in tourism.

Only with the continuous advancement of information means can the speed of travel information flow such as sales, reservations, and payments be improved. In the current information age, the “connection” of the tourism industry to the Internet has become unstoppable. Travel enthusiasts of all kinds can search for information through the Internet, and can book groups, rooms, and tickets according to their own wishes. The online platform has set off a wave of online tourism with its advantages of convenience and speed. )

The so-called online tourism is a new way of tourism in which travel service providers and consumers communicate and trade through the Internet. The so-called online tourism era is actually the era of tourism e-commerce. The combination of tourism and e-commerce maximizes and enhances the value of "tourism" and "network". Tourism products are a standard intangible product that is sold with "promise" in terms of logistics. Therefore, tourism products are most suitable for online marketing and have naturally become one of the hottest commodities in e-commerce. In 1999, global e-commerce sales exceeded US$140 billion, of which tourism e-commerce exceeded US$27 billion, accounting for more than 20% of global e-commerce sales, and has grown at a rate of 350% for five consecutive years. Tourism e-commerce takes the Internet as its main body, and is based on tourism information databases and electronic commercial banks. It will definitely bring about a revolution in the tourism industry.

(2) Tourism e-commerce has a strong impact on the travel agency industry

Compared with travel agencies, Internet inquiries, reservations, and transactions have the advantages of wide information, convenience, and saving time and money. Advantages. This new marketing method poses unprecedented challenges to travel agencies.

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

Travel agencies have made significant contributions to the development of the tourism industry by saving transaction costs. The emergence of travel agencies has changed the original N*M tourism market transaction model into an N+M model, but the transaction costs it saves are limited. Similarly, assume that there are N heterogeneous product producers and M consumers in the market, and there are X travel agencies with the same level of competition. Due to incomplete information and regional independence, during the same period, there are N/X producers and M/X consumers trading in each travel agency. In this way, the transaction cost saved by each travel agency is N/X*M/X-(N/X+M/X). Then, the cost saved in the entire market △TXC1=X*〔N/X*M/X-(N ／X＋M／X）〕=N*M／X-（N＋M）. But if a complete information Internet is used as an intermediary, the result obtained is △TXC2=N*M-(N＋M).

Compared with traditional travel agency business, tourism e-commerce saves (1-1/X)*N*M units of funds, and this value will increase as the number of travel agencies increases. This shows that tourism e-commerce is more suitable for a region with a vast market like China. As the trend of global business integration intensifies, tourism e-commerce will play a greater role. Tourism e-commerce not only reduces the sales links between food, accommodation, transportation, travel, shopping, entertainment and other products and tourists, but more importantly, it achieves "organizational streamlining" within the travel agency industry. Traditional travel groups operate in a relatively closed environment that is highly competitive. The travel agent adds a commission and sells it to domestic wholesalers. The domestic wholesaler adds a commission and sells it to foreign retailers, who then sell it to consumers through local travel agents. Because every merchant has the need to obtain the price difference, after many twists and turns, it will not only waste time and money, but also increase additional expenses for consumers. The difference between the tour package price that consumers finally get and the total retail price of various travel products they need is very small. Tourism e-commerce eliminates many intermediate links and directly connects producers and consumers through online platforms. It also achieves the purpose of wholesale and transfer of tourism products at low prices. If each transaction increases by 7 points, travel agencies will go through a series of wholesale and retail links, and the cost will increase by at least 30%. However, for the world's largest e-commerce travel companies, such as Yahoo Online and Expedia, the cost of their products reaching the market is only But add 3-5 points. Compared with travel agencies, their costs are much lower, achieving real value for money.

2. Information is highly concentrated and easy to operate

Tourism products are intangible, which prevents them from entering the circulation field in physical form and can only be expressed in the form of information . Messaging is key to travel agency marketing. Information in the traditional tourism industry is usually delivered through media advertisements such as television and newspapers. The information has the characteristics of small capacity, lack of richness, and poor pertinence. This shortcoming increases people's workload of searching and filtering information. In order to get cheap and high-quality products, people often shop around, and even go to great lengths to find a large amount of advertising materials and conduct hotline consultations, while online travel allows products to meet users. As long as consumers select the specifications and prices of the products they need on the online platform, and then click to query, it will be clear at a glance. What’s even more convenient is that complex processes including reservations, transactions, and settlement can all be completed online at once.

3. Pursue personalization and adapt to market demand

Currently, travel agencies operate in a buyer’s market, and market demand has shifted from passively accepting the “packages” provided by travel agencies in the past to pursuing diversity and individualization. active selective transformation. More and more businesses have realized that "marketability" has become the mainstream of the market, and are gradually shifting from product sales to product development.

However, facing the trend of independent and personalized international independent travel, they feel powerless. Which kind of personalized market to choose to develop has become a long-standing problem. People's desire for novelty and difference has increased their autonomy and independence in consumption, and the market has been further segmented. It is obviously unrealistic for a relatively closed and weak travel agency to produce all-inclusive products, but market segmentation means a reduction in market share. Online tourism emerged in the context of personalized tourism, fully meeting the needs of consumers with different personalities and psychology. Online tourism collects demand information from different tourists in a timely manner through the community on the website and obtains sales feedback information from producers. The BtoC and CtoB models of tourism e-commerce use the information obtained from both supply and demand to find new highlights in the development market. The BtoB and CtoC models further strengthen the connection between producers and producers, consumers and consumers, making self-organized lines , Self-guided travel has completely become a reality. Not long ago, the success of the "online tourism test" of Goodbye City, a well-known domestic tourism website, further confirmed the feasibility of online tourism.

4. Coordinate the contradiction between supply and demand and guide resource allocation

Tourism demand is characterized by "variety and small quantity", while tourism supply is characterized by "little variety and large quantity". How can this supply and demand be alleviated? What about contradictions? Travel agencies in the traditional tourism industry play an important role in this regard. They can use effective information from both supply and demand to diversify supply, quantify demand, and ultimately balance it. However, due to the incomplete information of travel agencies, it is impossible for it to guide supply and demand completely correctly. Its response to market changes is relatively slow, which can create the illusion of a short-term seller's market and worsen the contradiction between supply and demand. Take the holiday tourism economy as an example. Blind speculation by travel agencies only for immediate profits often leads to an imbalance in supply and demand, creating the illusion that supply exceeds demand. However, because the tourism e-commerce system possesses a considerable amount of information, it can respond sensitively to subtle changes in the market. Through the nationwide early warning system, we can promptly coordinate the contradiction between supply and demand and divert passenger flow, which is conducive to the comprehensive and all-round development of the tourism market and the sustainable development of the tourism industry.

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

Tourism e-commerce has occupied the travel agency market with huge advantages. Does this mean that travel agencies will withdraw from history? Where is the stage?

1. The Internet is not fully developed and travel agencies will not withdraw from the market in the short term.

The concept of online tourism is indeed refreshing, but the real arrival of the online tourism era is to establish Based on a mature and sound network. At present, the development of the network is still very imperfect, and it cannot take over the historical responsibility of travel agencies as travel intermediaries. First, the network has poor operability and must be based on certain computer network knowledge, which is not easy to popularize. . Most online consumers are high-income or well-educated, and users are mostly located in open coastal cities, and the eastern coastal areas are generally higher than those in the northwest inland areas. Secondly, security and speed are the bottlenecks of network development. And the invasion of network hackers has increased the imperceptibility of travel products and the risk of purchasing behavior. The speed of the Internet is far from the level of consumers' expectations. It is difficult to imagine that a consumer will order a book online. You can buy the newspaper of the day. Thirdly, the credibility of the Internet cannot be guaranteed, but the "promise" made online may not be fulfilled. The form of law restricts this "commitment" and ensures its realization.

2. In the long run, travel agencies' humanized services will always be a vacancy in tourism e-commerce.

Travel agencies. It is a kind of humanized service. With the development of social economy, people's call for humanity and their desire for emotions are getting stronger and stronger, and human emotions cannot be replaced by electronics and information technology. People will rely heavily on online information to choose travel products, and even have professional electronic tour guides to provide them with explanation services. However, they do not have the need to be respected and realize their self-worth. From the perspective of Maslow's needs theory, people have to be respected. The need for respect from others. People’s travels are driven to a certain extent by the unmet need to be respected. Only real human services can satisfy this innate vanity. Furthermore, for different consumer groups. Special services should also fall into the category of humanized services, such as the elderly and children. These two groups have their own age characteristics, so it is impossible for them to catch up with the wave of online self-guided travel and require more care during travel. To ensure the smooth progress of tourism activities, only the additional high-quality and high-grade services provided by travel agencies can give them a sense of security and comfort.)

(4) The new travel agency business model is about to emerge

1. Take advantage of business advantages to carry out e-commerce and transform from real operations to "virtual operations" on the Internet

Online tourism is not a subversion of traditional tourism, but an integration of the Internet and tourism. The performance and role of travel agencies must not be negated because of the advantages of tourism e-commerce. The shortcomings of modern tourism networks in information collection and market development are the result of the lack of tourism industry involvement. Travel agencies are middlemen in the tourism industry. They should use their proficient business skills to intervene in the Internet, carry out e-commerce, and use the Internet platform as their desk to conduct "virtual operations." The so-called virtual operation is to engage in information processing and transmission, switching from price difference profit to information profit.

Travel agencies should transform their business models on the basis of possessing resources and marketing networks to cooperate with online tourism and complement each other's advantages, so that my country's travel agencies will have strong competitiveness after joining the WTO.

2. Segment the market and strengthen humanized services

If "virtual management" is just a reinvention, then market segmentation is the true evolution of travel agencies. A travel agency is still a travel agency, but it must be positioned in the specific market given to it in the era of online travel. First, it provides intermediary services between tour guides and individual tourists and charges intermediary fees. This requires the establishment of a large number of complete tourist guide information files. The transformation of the employment relationship between travel agencies and tour guides into the employment relationship between tourists and tour guides respects the autonomy of tourists and fully complies with the development trend of the tourism industry. Second, develop the children's market and the elderly market. Children and the elderly are two markets with both money and yang elements, and have great potential for development.

Travel agency requirements