| With the rapid development of smart mobile phones and the mobile Internet, China's tourism has been quickly brought into a new era. Sharing a lot of similarity, the mobile Internet and modern tourism naturally fit for each other, which has resulted in the wide application of mobile Internet in this sector. This thesis analyzes the changes in tourism as a result of the impact of the mobile Internet as well as the different business models adopted by online tourist agencies(OTAs), and puts forward suggestions on their future development.Firstly, from the angle of tourists, we see that the mobile Internet has profoundly changed the modes of tourism, including the patterns of travel planning, shopping and paying, socializing during the trip, and deepened on-the-scene experiences of tourists. It is predictable that the mobile Internet will push the tourist industry forward in an increasingly diversified, personalized and intelligent way. The direction of the mobile Internet development will focus on meeting the following needs:the integration of all kinds of tourist information, the compatibility between different mobile terminal devices, secured and convenient payment on mobile phones, and smart planning for tourist trips.Secondly, taking the perspective of tourist enterprises, we see that the marriage of mobile Internet and tourism has given birth to three different kinds of OTAs, namely, "Citrip", which has the gene of a traditional travel agency; "Qunaer", which is actually a specialized travel information search engine; and "Ali Travel", which has the gene of a typical Internet enterprise. This thesis analyzes their market strategies, revenue sources, technological advantages and business models, and puts forward some suggestions for their future development in the independent travel age driven by the mobile Internet, trying to draw some useful lessons for other OTAs. Generally speaking, "Citrip" sharpens its competitive edge by integrating professional online resources with offline services; "Qunaer" takes advantage with its sophisticated information search technology. "Ali Travel" takes leads with its innovative financing services based on "Alipay" payment system and its big data processing ability. As competition becomes increasingly severe and merging becomes a trend in the tourism sector, "Citrip" and "Qunaer" finally allied with each other to face their common enemy -"Ali Travel". The "Citrip" group still sticks to its old approach of maintaining heavy assets and "heavy" online and offline services, while "Ali Travel" takes another approach by maintaining "light" assets while focusing on providing innovative technological services. In the future which model will win remains unknown and requires further observation. This thesis puts forward suggestions on the short-term and long-term strategic transformation of "Ctrip" and "Ali Travel" based on their different industrial genes, resource advantages and operation models, and also analyzes how they should expand and extend their industrial chains horizontally and vertically in order to achieve complete closed loop in online-to-offline services, so as to attain the ultimate goal of creating a comprehensive ecological tourist circle in the mobile internet age. |
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