Tourism Innovation Research Based On Electronic Commerce

Nowadays with the development of IT technology and Internet, the boundaries of industriesare becoming blurring. Facing the complex and changing environment, the organization oftourism, like other industries, grows modulating, flexible and networking. The innovative effectof the changing includes process of value, governance and knowledge management. In terms ofvalue, the campaign of the tourism companies become creating value and forming relationshipswith partners, not only positioning on the value chain. Value chain is being substituted by valuenetwork. Governance of network makes power center, relationship of organizations, theboundaries of organization, source of power and flow of information changing thoroughly. Thatmeans that in many fields such as tourism destination crisis, destination revive, Pro-poor tourismand destination marketing, network governance is more and more important. Organizations areforced to finding outside sources including knowledge resource which is most important. Withthe deploying the knowledge through the network, innovation is achieved.Although there are many researches on tourism and innovative topics,, discussion about theinnovation of the tourism industry based on the perspective of e-commerce is rare. Tourismindustry is an industry defined from the tourists demand angle, with a batch number, distance,and small amount trade characteristics. The value of information is essential to tourismdevelopment, and it has become the seventh largest elements of tourism development after food,accommodation, transportation, traveling, shopping and entertainment. Electronic commercetransaction mode has natural combining with tourism industry, and e-commerce is changing theworld within the scope of tourism enterprises and industry competitive basis. Althoughinformation technology is developing rapidly in China, and e-commerce applicationdevelopment has made great progress, the tourism innovation based on the e-commercecompared with the developed countries still has larger gap. In our country, we are trying to buildthe world tourism power, so we must strive to improve tourism innovation based on electroniccommerce.Based on the case of tourism department of Huaxia Happiness Inheritance, the current paperstudies the innovation of tourism, the present situation of tourism electronic commercedevelopment, trend and so on. After that, this paper discusses the macro environment, industrycompetition medium environment and micro environment enterprise facing. Then combined withthe reality of the enterprise, based on tourism innovation method of e-commerce, the methods fortourism industry of our country with the electronic commerce to innovate are put forward, inorder to provide experience for reference. Innovation point of this article is two aspects. The first one is the systematic research of themechanism of tourism electronic commerce to tourism innovation. The inner mechanism ofe-commerce to tourism innovation provides the theoretical guidance to our understanding oftourism innovation. The second one is the empirical study of Huaxia Happiness Inheritance. Thisempirical study is typical and representative for our country tourism electronic commerceenterprise to use e-commerce to realize tourism innovation.