Research On The Development Of Business Model About Online And Offline In Travel Agency

With the acceleration of network technology and information technology,production and life are increasingly inseparable from the Internet.The demand of consumer travel has promoted the creation of travel agencies.The combination of tourism and Internet technologies has produced online travel,which has different business models and characteristics from those of offline travel agencies.In the development process of online and offline travel agencies,with their own unique advantages and mutual influence,the online and offline integration development trend has emerged,and the business model of the travel agency industry has undergone tremendous changes.Through consulting the literature data,the article is based on the development of online and offline development of Chinese travel agencies.It divides the development of travel agencies into four phases,analyzes the operational modes and characteristics of each stage,and concludes that the business model of travel agencies is developing.transformation.At the same time,the online and offline business models of the travel agency are separately analyzed to analyze the advantages and disadvantages and problems of online and offline travel agency business models.By comparing the vertical and horizontal business models of online and offline businesses,the development trends of travel agencies and their business models are summarized,and the impact of the development of online travel platforms on the traditional travel agency industry is described.Case analysis method is used to analyze the eight business models existing in online and offline integrated travel agencies.This paper analyzes the classification and analysis of representative travel agency companies,understands the current situation and characteristics of travel agency business models,and further deepens the comparative analysis of travel agency business models to provide references for future travel agency business models.In the empirical part of the article,the online and offline travel agency business model is evaluated from the five dimensions of innovation,cost-effectiveness,information provision,emotional experience,and resource allocation.The questionnaire survey method is used to collect data from the perspective of the tourism consumer,and then the structure is used.The equation model processes the data and yields the results: The analysis of the data quality is of high reliability and validity,indicating that the data quality is high;the data output shows that the model has good goodness of fit and is suitable for structure.Theanalysis of the equation model,but the final data output shows that the correlation between the business model and the five dimensions is not significant.This shows that the travel agency has problems in these aspects and concludes that the improvement of each dimension needs to be strengthened.At the end of the thesis,the paper quantitatively analyzes the business model of travel agencies and the evaluation results,and puts forward the problems existing in the travel agencies that have entered the online and offline integration stage and proposes countermeasures.On the basis of quantitative qualitative analysis,forecasting the development trend of travel agency business model,and exploring the business model of travel agency in the future,this paper believes that there are four business models for travel agencies in the future: full-industry chain travel agencies,resource-based travel agencies,and regional tourism Corporate and platform travel agencies.In general,the paper divides the travel agencies from the perspective of vertical and horizontal perspectives and compares the online and offline business models.The case studies of the eight major business models in the current travel agency are conducted and the online and offline businesses are analyzed.Based on the evaluation of the model,this paper proposes five problems existing in the current travel agency,proposes countermeasures from different perspectives,and explores the four business models for future travel agency development.