Research On The Tourism Service Product Innovation Of Q Travel Agency Based On O2O Mode

With the rapid development of Chinese economy and the all-round progress of science and technology in recent years,the electronic commerce model based on computer communication technology is in a period of vigorous development.With the increase of per capita disposable income and the number of holidays,tourism has become the first choice for people to cultivate sentiment,leisure and entertainment.Nowadays,a large number of tourism e-commerce enterprises and OTA(Online Travel agency)enterprises appear in the market,people also have different choices for travel agencies.At the same time,it also has a great impact on the traditional tourism industry.Q travel agency in this paper is the traditional travel agency,it is a problem for us to considerate and discuss on how to change its operation mode and improve its competitiveness,how to better integrate online business and offline business perfectly to form online trading and offline consumer experience and how to innovate and develop in the competitive online tourism market is an urgent problem for Q travel agency.In this paper,based on O2O model and innovation theory,the theoretical basis of the research is formed by reading a large number of domestic and foreign tourism service product innovation and research literature on O2O.Then,taking Q travel agency as an example,Q travel agency is studied and analyzed by SWOT analysis and Porter powerlessness model theory.By sending questionnaires to the general tourism consumers and the employees of Q travel agency,the research model and research hypothesis are verified.Finally,the problems analyzed are summarized,the effective rationalization suggestions are put forward in order to make Q travel agency invincible in the environment of fierce competition in the same industry.