A Research On The Evaluation Of The Competitiveness Of Tourism E-commerce Enterprises From The Consumer Perspective

Information and communication technology and the tourism are the two most vigorous motivators in the emerging global economy.With the development of information and communication technology,a mature e-commerce system is taking shape.Different from the traditional trade mode,now people can buy goods and services without leaving home,and this new business model is increasingly being accepted and loved by people.As people's living standards rise,the consumption structure is constantly changing,and the travel demand is constantly stimulated.In addition,with the popularity of Internet,more and more people choose to buy online tourism products.Faced with such a huge market demand,in recent years,large number of tourism e-commerce enterprises relying on Internet have developed by leaps and bounds,which makes it convenient for consumers to order online tourism products.Different from traditional tourism enterprises including travel agencies,hotels and scenic spots,these platforms integrate various tourism resources well and provide all kinds of travel consultation or tourism products.Internet is gradually changing the development of the industry and people's life style,with the rapid development of the Internet,especially the mobile Internet,tourism has also produced a significant change."Internet + tourism" gave birth to the a group of tourism electronic commerce enterprise such as Ctrip,e-Long and Tuniu,also triggered a major change in the tourism consumer behavior,promote the new development of the tourism industry,which is the current academic research on the key content.Based on this background,this paper attempts to explore and research the competitiveness of tourism e-commerce,and hope to provide ideas for enhancing competitiveness.Based on the previous studies on tourism e-commerce enterprises and tourism consumer,this paper conducts a research on tourism e-commerce enterprises' competitiveness.It divides the evaluation of tourism e-commerce enterprises' competitiveness into four dimensions,namely the competitiveness of tourism products,brand competitiveness,service competitiveness and technological competitiveness.They are specifically divided into 13 indicators.The competitiveness of tourism products is divided into the richness of tourism products,the comprehensiveness of the product information,the authenticity of the information andthe economy of the product;brand competitiveness is divided into the popularity of enterprise brand,the reputation of the enterprise brand;service competitiveness is divided into tourism information consultation,transaction service and after-sale service;technological competitiveness is divided into website opening speed,the convenience of payment mode,security of the payment method and webpage layout.Then analytic hierarchy process(AHP)and the transformed Delphi method are adopted to determine the weight of each indicator.Taking Ctrip and Tuniu for example,and according to the quantization of some indicators and the questionnaire filled in by tourists,this paper determines the scores of each indicator and finally obtains the competitiveness.The results suggest that in the four criterion layers of competitiveness,the competitiveness of tourism product is the main aspect influencing the competitiveness of tourism e-commerce enterprises,and service competitiveness ranks the second,followed by brand competitiveness and technological competitiveness.Taking Ctrip and Tuniu for example,it finds that Tuniu achieves higher scores than Ctrip in the economy of tourism products,but most of the indicators of Ctrip get higher scores than Tuniu.Therefore,there is large room for improvement for Tuniu in many aspects.According to the evaluation results,this paper proposes policy suggestions for enterprises to promote their competitiveness.