基于在线旅游的传统旅行社转型研究.doc

PAGE PAGE 20 基于在线旅游的传统旅行社转型研究 摘要：传统旅行社在旅游业的发展中扮演着不可或缺的角色，发挥着重要的作用。随着移动互联网的迅速普及，在线旅游不断繁荣壮大，旅游产品形式更加多样，行业发展模式愈加创新。相比专业化、个性化的旅游电子商务企业而言，传统旅行社正面临着来自技术环境变革，市场格局变化，竞争压力增大等所带来的挑战。面对市场竞争格局的演变，传统旅行社行业需要重整发展方向、重构价值链上的关键资源，以提高竞争优势并获得发展空间。 本文从在线旅游的发展入手，总结了互联网时代下在线旅游发展的优势和特点，运用了文献研究、理论推理、案例考察分析的方法，分析了传统旅行社的经营现状和存在的问题，从旅行社产品创新、服务质量提升、营销方式转型以及发展社群经济等方面提出了相应的转型策略。以期对与在线旅游竞争的环境下传统旅行社的发展提供可借鉴的思路，并为传统旅行社在当前市场环境下的突破性实践提供初步的指导。 关键词：在线旅游传统旅行社电子商务竞争与转型 Study on the transformation of traditional travel agencies based on the online tourism Abstract: Travel agencies play an essential role in the development of the tourism industry. With the rapid popularization of mobile Internet, online travel agency（OTA）continued development. Besides, forms of tourist products are much more diverse and patterns in travel industry become more innovative. Compared with professional, personalized e-commerce enterprises, traditional travel agencies are facing serious challenges because of the change in technological environment, market structure and pressures from market. Faced with the evolution of market, travel agencies need to reform the direction and restructure key resources on the Value Chain. It can help to enhance competitive advantages and access to development opportunities. This paper starts with the development of online travel and it summarizes the advantages and characteristics of the online travel in the era of the Internet. With the help of the literature research, case studies and theoretical reasoning, paper analyzed the operating status and existing problems of traditional travel agencies. It put forward the strategy for agencies’ transformation through product innovation, service quality improvement, marketing restructuring and the aspects of community economic development. All of this is to explore the ideas for traditional travel agencies to have a healthy environment and offer guidance in current market conditions. Keywords: Online Tourism Traditional travel agency Electronic Busine