A brief analysis of the role of e-commerce in tourism development_E-commerce and tourism

[Abstract] Currently, for the tourism industry that is in the recovery and development stage, the positive role of e-commerce will become increasingly prominent. With the changes in the concept of tourism companies and the solution of e-commerce technical problems, tourism e-commerce will usher in a broader development space. People have taken outings as the main way to celebrate holidays. Traditional tourism has become increasingly unable to meet the increasingly strong requirements of travel consumers for comfort, autonomy, freedom, etc., and should be replaced by "comfort, freedom" and "personalization". travel” way.

[Keywords] e-commerce; tourism e-commerce; personalized tourism; national audit quality; measurement indicators; financial audit

[Chinese Library Classification Number] F713 [Document Identification Code ]A [Article number] 1005-6432 (2012) 32-0055-02

1 The connotation of tourism e-commerce

E-commerce usually refers to a wide range of commercial and trade activities around the world In the open network environment of the Internet, based on the browser/server application method, buyers and sellers conduct various commercial activities without meeting, realizing online shopping by consumers, online transactions between merchants, online electronic payments, and various commerce A new business operation model for activities, trading activities, financial activities and related comprehensive service activities. Its prototype was electronic data interchange (English abbreviation EDI) and electronic fund transfer (English abbreviation ETF) that appeared among some enterprises in the late 1970s, but its real commercial application was in the mid-to-late 1990s. A group of technological innovators at the intersection of electronic information technology and business first applied computer networking technology to traditional business activities, which led to new sources of raw materials, new product sales methods, and new business combinations, leading to New enterprise production and marketing relationships and new market efficiency. As a new type of transaction method, e-commerce has brought production enterprises, circulation enterprises, consumers and governments into a new world of network economy and digital survival.

Tourism e-commerce is a new business operation model derived from the conventional e-commerce system. It refers to the network as the main body, based on the tourism information database and electronic commercial banks, using the most advanced Electronic means to operate the business system of the tourism industry and its distribution system. Tourism e-commerce provides an Internet platform for the majority of tourism industry colleagues. The functions of tourism e-commerce can be summarized as follows: publishing tourism enterprise marketing information, electronic data exchange, online ordering, electronic accounts and online payment, service delivery consultation and negotiation, transaction management, etc.

2 E-commerce promotes the development of the tourism industry

2.1 E-commerce in the tourism industry has huge room for development

Nowadays, it is based on digitalization and connected with the Internet. The new economic revolution has arrived. Like other industries, the tourism industry is also facing opportunities and challenges brought by the information revolution. At present, many tourism companies have successfully taken advantage of the opportunities provided by Internet technology, directly operate online, 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 browse its web page every year, and the total mailed orders reach more than 80 million US dollars. The "Tourist City" webpage () has weekly orders of about US$5 million, and the number of registered users increases by 25,000 every month. According to the "Online Leisure Travel" report, the market potential of "online travel booking" will reach US$7.4 billion. Such a huge market potential makes the tourism industry a very active force in the current cyberspace. The traditional functions of travel agencies, the traditional intermediaries in the tourism industry, have gradually weakened. Online transactions have become an important trend in the development of the tourism industry in the 21st century. Today's online transactions in the tourism industry are no longer a question of whether it can be realized, but how fast and on what scale it will be realized. The immobility of tourism products determines that the fundamental business of the tourism industry is information. Therefore, networking has had a profound impact on the market, distribution, sales and communication of the tourism industry, and has led to the transformation and reorganization of the tourism industry.

The development prospects of tourism e-commerce are quite broad, especially in terms of hotel reservations, air ticket reservations and travel projects, which involve a wide range of customers, including corporate tourists, collective tourists and individual tourists.

According to the World Tourism Organization, China is expected to become the world's largest tourism market in the 21st century, and industry insiders predict that within three years, 10% of the tourism market's transaction volume will come from online support. Undoubtedly, this is very attractive to investors.

2.2 E-commerce provides a complete service system for the tourism industry

At present, my country's travel booking websites attach great importance to technology and services, mainly reflected in the establishment of internal and external information management systems and the establishment of real-time booking systems , provide multi-channel (telephone, Internet, SMS, agency, etc.) services, establish customer service standards and service procedures, and establish a complete service chain including back-end services and other basic areas. Many websites have established customer relationship management (CRM) systems, but personalized product development and targeted marketing are still insufficient.

In fact, nothing can serve the tourism industry better than the cross-border Internet. Tourism and the Internet are a natural pair. Tourism can develop better relying on the Internet. The tourism industry absolutely needs the Internet. With its unique cooperative development concept, Aoyou.com combines with travel agency alliances across the country to provide tourists with comprehensive and integrated online travel services. After a tourist orders a certain travel route online, he can start a "single" trip. All the itinerary, transportation and accommodation have been arranged for you, and even the entire route has been marked for you on a itinerary and map printed out from the website. You can understand the daily schedule like checking a map: flights, Destinations, accommodations, attractions and other services. And if you encounter any problems during the journey, you can directly call the national tourism consultation 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 information exchange methods, 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 travel souvenirs. In the past, people only traveled alone in pursuit of personalized travel, but this would also bring a lot of unnecessary trouble and affect the fun of travel. But things are different now. Since the launch of this kind of personalized travel service, people can enjoy the travel life they yearn for without worries, and no longer worry about unnecessary trivial matters such as food and accommodation, booking tickets, and traveling by car. Worried.

Tourism e-commerce fully stimulates the multi-variety management advantages of tourism enterprises, allowing them to gain economies of scale and scope. According to modern enterprise theory, when the increased scale of a single business unit that distributes a single product reduces the unit cost of distribution, economies of scale exist; the original meaning of economies of scope is that diversification of enterprise operations has greater efficiency and effectiveness than single operations. The reason for the gains lies in the mutual support of diversification and its multiplicative effect. Travel e-commerce businesses usually deal in a variety of products. Due to cost constraints, traditional travel agencies generally do not accept travel services from retail investors. Therefore, personalized travel faces huge obstacles in traditional ways. Online travel has the characteristics of wide coverage and low sales cost, which makes up for the inability of offline travel to solve a large number of problems. Insufficient retail tourism service requirements. It can be seen that multi-variety operation is a major advantage of online e-commerce. The low-cost advantage of tourism e-commerce is largely due to their realization and utilization of economies of scale and scope.