电子商务-线上旅游企业的冲击下传统旅游企业的发展现状及对策分析
30页1、线上旅游企业的冲击下传统旅游企业的发展现状及对策分析【摘要】旅游业逐渐成为国民经济新的增长点,中国旅游市场有良好的发展趋势。随着网络技术的发展和普及,商业线上化,线上旅游业随即兴起。随着人们出游散客化,人们更多的选择方便的OTA(线上旅行社)。传统旅行社在游客消费行为散客化,线上旅行社的占据大量市场的背景下,不得不进行转型线上,努力争取多一点市场。本文围绕在OTA冲击下传统旅行社转型现状及问题分析,不仅对传统旅行社转型应对OTA冲击有帮助,而且也有利于旅游业更进一步发展。本文研究目的在于通过研究分析传统旅行社转型的各种形态及其发展问题,为在线上旅行社冲击下传统旅行社的转型提供具体方法,同时也希望一些方案能够给旅游企业启发,促进旅游业健康发展。本文通过查阅大量有关线上线下旅行社的资料、数据、文献、报道,结合案例分析,分析传统旅行社转型中由于网站管理意识薄弱和资金实力不够而转战线上效果不佳的问题,旅游行业服务满意度普遍不够高的问题,提出应对的对策和方法:提高管理旅游网站的意识,及时更新网站和网站信息;完善OTA平台一站式服务,可尝试开发“线上导游”新功能;善用微信功能进行网络营销,比如朋友
2、圈和公众号,建设基于微信公众号和第三方的微信商城,在微信结合旅游分销系统可快速发展业务。本文旨在为传统旅游业和旅游业提供具体可行的方法和创新思路。【关键词】OTA;传统旅行社;旅行社;线上导游;微信商城 Analysis of the development status and countermeasures of traditional tourism enterprises under the impact of online tourism enterprisesAbstractTourism has gradually become a new growth point of the national economy, Chinas tourism market has a good development trend. With the development and popularization of the network technology, the online business has become more and more popular, and the
3、online tourism industry has been on the rise. As people travel separately, they are more likely to choose convenient OTA. Under the background that tourists consumption behavior is fragmented and online travel agencies occupy a large number of markets, traditional travel agencies have to transform online and strive for more market. This paper focuses on the analysis of the transformation status and problems of traditional travel agencies under OTA impact, which not only helps traditional travel
4、agencies to cope with OTA impact, but also facilitates the further development of tourism. The purpose of this paper is to study and analyze various forms and development problems of the transformation of traditional travel agencies, so as to provide specific methods for the transformation of traditional travel agencies under the impact of online travel agencies. Meanwhile, it is hoped that some schemes can inspire tourism enterprises and promote the healthy development of tourism industry. This
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