Analysis of the problems and suggestions of traditional tourism in the context of the Internet

In recent years, with the improvement of national living standard and disposable income in China, national consumption has transformed from survival and development consumption to enjoyment consumption, tourism will usher in its golden period of development, and its position in GDP is becoming more and more important. At the same time, along with the development of the Internet, the traditional tourism industry, mainly offline travel agencies, is facing a major impact. The article analyzes the development defects of traditional tourism industry and the excellent marketing strategies of online tourism in the Internet era, and finally proposes the improvement for traditional tourism industry.

Analysis of the inherent development model flaws of the traditional tourism industry. Although the traditional tourism industry has decades of development in China, its main profit model is still based on the sale of tourist routes, which relies on group discounts and the planning of its own routes, and has a certain amount of profit for a long time. However, this service industry is still product-centered, and its marketing thinking has remained at the level of selling products to consumers, and this product-centered profit model has long had many problems:

Emphasis on the sales of products, but not focus on the whole process of marketing and consumer experience inspection. The marketing concept of many traditional travel agencies is backward, and everything is centered on the sale of products. In this case, once the product is sold, the travel agency ignores the subsequent consumer experience. Moreover, the marketing investment is also too much concentrated on the promotion, and the travel experience is poor. Although this can still maintain the flow of customers in the short term, but from the chaos of the tourism industry in recent years in Yunnan and other places can be seen, this kind of marketing ideas to obtain profits to a certain extent at the expense of their own image, is not conducive to the long-term development of enterprises. Now consumers choose the network and other ways to understand the credit information, the lack of credit will pay a higher price than before, excessive attention to sales of marketing more difficult to stand.

The line is relatively single, internal competition is serious. Traditional tourism lines are mainly concentrated in key tourist attractions and well-known tourist land, which on the one hand limits the space for consumers to choose, consumers can hardly rely on travel agencies to plan trips after visiting these attractions, on the other hand, the product homogeneity between different travel agencies is strong, making the competition between travel agencies more intense. As consumers make similar choices in a few travel agencies, then the traditional tourism industry is prone to oligopolistic competition, cutting the maximum profit that travel agencies can obtain.

Poor consumer autonomy leads to neglect of marketing tools. Due to the lack of consumer autonomy and the strong information asymmetry of tourist places, most consumers can only choose travel agencies, resulting in the lack of marketing awareness and customer relationship management of travel agencies, many travel agencies do not take effective marketing tools, and this behavior has a greater hidden risk. After the rise of a number of online travel agencies driven by Internet marketing methods, the traditional tourism industry has seen a huge loss of youth market, and this loss will intensify after the generational change.

Lax industry regulation undermines the credibility of the tourism industry. Some local municipalities have belittled the integrity of the tourism industry for the sake of economic development, resulting in massive consumer fraud in the traditional tourism industry. At the same time, the unreasonable wage system of travel agencies has led to frequent incidents of tour guides harming the interests of tourists. These reasons have seriously affected the credit and reputation of the traditional tourism industry. Behind the prosperity of the traditional tourism industry is the loss of potential customers, and this unsustainable development has become increasingly difficult with the rapid development of the Internet and media in recent years, which has allowed many untouchable black phenomena to be revealed to a wider audience.

In summary, there are many problems with the traditional tourism industry, and this product-centered marketing approach is difficult to adapt to the personalized and diverse characteristics of consumers in the current Internet era. However, many travel agencies are reluctant to make the transition, which has largely led to the rise of OTAs (Online Travel Agent), causing a major impact on the traditional tourism industry.

Suggestions for improving the traditional tourism industry. In summary, it is easy to find that the traditional tourism industry is in a situation of internal and external problems. However, “the world is not ruled by one, and the country is not lawful in ancient times”, Internet technology also provides opportunities for the improvement of traditional tourism, and traditional tourism also has a wide range of offline stores, which is an advantage that online tourism rarely has. The Internet also provides an effective tool for the traditional tourism industry to combine the online to outline (O2O) model. In the face of the challenges and problems of the “Internet+” strategy proposed by the state and the increasing sophistication of the market economy, the traditional tourism industry can be improved in the following ways:

Strengthen industry regulation and reshape the industry’s reputation. The traditional tourism industry should promptly restore the good image lost from the consumers’ eyes, and with the implementation of relevant laws and the state’s attention, the industry will be improved in the future. In the regulation for each scenic spot, timely increase the punishment for unlawful acts, cultivate the spirit of contract, and improve the awareness of sustainable development.

Strengthen the training of personnel within the industry and improve the performance appraisal methods. Improved assessment mechanisms can better mobilize the motivation of employees, and this mobilization of staff motivation should not be at the expense of tourists’ interests, but with reasonable and rewarding pay as an incentive. The introduction of a new assessment mechanism, such as an assessment mechanism based on online customer evaluation or a commission mechanism based on route design, can not only better enhance the profitability of the enterprise, but also improve the experience of tourists, achieving a win-win effect.

Do the whole process of marketing to improve consumer satisfaction. Publicity at the time of consumer choice, to enhance their own visibility, pay attention to the emerging senior market; in the process of consumer travel to deliver corporate values and improve credibility; after the consumer trip in a timely manner to investigate the experience, actively study the feedback and improve and lasting acceptance of consumer feedback. In the recommendation of consumers’ itineraries, more detailed market segmentation, reasonable classification of similar consumers’ preferences and choices, and more accurate recommendations.

Emphasize the value of the forum and highlight its own special characteristics. By studying itineraries developed by online forum travelers themselves, we can understand the popularity of tourist attractions from the attention of forums, and select itineraries with good ratings to develop in cooperation with travelers, making our own itineraries quite special and allowing travelers to participate for the purpose of promoting the company. In the future, consumers’ reliance on the Internet will deepen, and as this deepening of the Internet and consumer sophistication deepens, word-of-mouth and reviews will further influence consumers’ buying behavior and choices. The transformation of the traditional tourism industry must increase its own emphasis on Internet reviews and the mining of forum information.

Utilize new technologies and adopt new O2O models. Create public opinion hotspots on the Internet microblogging or social networking sites to raise awareness, create topics on the Internet, respond to publicity offline, and then provide online feedback to comprehensively improve the effectiveness of corporate marketing. Through the investigation and analysis of big data to fully understand the needs of consumers, guide the development of enterprises and precise consumer needs. At the same time, the online collection of demand, offline stores and can promote consumer consultation, become a travel consulting agency, and can combine online and offline sales, multi-level three-dimensional to meet the consumer.

In summary, it can be concluded that the development of the Internet for the traditional tourism industry is both an opportunity and a challenge, how to carry out the transformation has become an important issue for traditional tourism enterprises to think about. Under this impact, if we do not make timely improvements and adapt to the times, we will lag behind the times and eventually be eliminated. The traditional tourism industry has its own unique advantages, and if it makes use of advanced marketing technology and updates its profitability concept, it will not be powerless in the face of technological impact, and can share the information dividend of the Internet era.

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