| As one of the six national scenic areas in Hubei province, Jiugong Mountain locates in the south of Tonshan County which is is the boarder of Hubei and Jiangxi province. Boasting of its intensive humanity and history resource and beautiful natural scenery, Jiugong Mountain is the biggest summer resort in central China region, national 4A class scenic area, national natural reserve area and national geopark. Currently, it is enjoying a rapid development, whereas the infrastructure is underdeveloped since it’s a typical mountainous area with poor construction capability. What’s more, Jiugong Mountain has few hotels opening for the reason that the peak season lasts merely two or three months. Thus, how to tackle the issue of accommodation becomes the top priority. Under the circumstance of the contradiction between the sprouting need for accommodation and the scarce in hotel, family-run hotels which is originally the self-owned house of local residents gradually grow out and enjoy a great popularity among the travelers. This not only lessens the accommodation load effectively, but also makes local residents’income increased and eventually enrich local tourism recourse.On one hand, along with the competition between family-run hotels in Jiugong Mountain and local residents’low capability in management, there comes various business models, such as contracting and co-running. On the other hand, now tourists tend to get information imitatively via Internet instead of passively obtaining information from travel agents via off-line way. In this case, marketing strategy targeting at the on-line tourism markets is necessary since there will be less potential guests from traditional travel agents. There has hardly any valuable family-run hotel e-commerce platform solution for that little research has been conducted on individual e-commerce business model of family-run hotel in scenic area and previous researchers tend to pay more attention to theoretical study. The development of family-run hotels has been largely restricted due to the change in tourists’consumption behavior, which also decides that a e-commerce reform is essential for the family-run hotels business in Jougong Mountain.There are six chapters explaining the solution designing in this thesis. Firstly, the research background, significance and methodology will be elaborated in the very beginning chapter. In the second chapter, the author will review the research on family-run hotel at home and abroad which will be a thorough and indepth overview on the originality, development and classification on family-run hotels; and then the current situation of family-run hotel business in scenic areas will be discussed. In the third chapter, based on a field research on the circumstance on Jiugong Mountain, the business situation of family-run hotels and the development of e-commerce, there will drive an conclusion on the necessity of family-run hotel e-commerce operation in this scenic area. In what follow, the fourth chapter will analyze on operation model of informationization of family-run hotels and evaluate the direction of this new business via a comparison on the business model between e-commerce platform and self-built platform.The fifth chapter combined with the investigation and analysis towards the current situation and e-commerce application of family-run hotel in Jiugong Mountain, this paper proposes "IEBS user behavior mode "model. Based on this model, this paper derives the Internet travel information resource approaches of related users in a reversed way and analyzes their search behaviors, concerns, resistance points and consumption levels, thus leading to the conclusion about the marketing trends and operation modes. This paper newly plans and designs the e-commerce platform solutions of family-run hotel in Jiugong Mountain on the basis of analyzing the management status. On the basis of the analysis towards the business operation of family-run hotel, this chapter will focus on the re-designing on the e-commerce platform and solution on family-run hotels in Jiugong Mountain. In the sixth chapter, there will be a conclusion on the research result and a prospect on Internet marketing whilst the development of family-run hotels in scenic areas.This study is significant in regards of providing family-run hotel owners in Jiugong Mountain (including similar family-run hotels in scenic area) with a comprehensive and practical e-commerce operation solutions. |
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