Eight trends of tourism development in the Internet era!

The Internet is the most influential technological force in the world today, and tourism is the most promising consumer sector in the future. But as a revolutionary technology, the Internet is no longer a “high” thing, but has become the standard of this era. In this sense, the Internet has become the “infrastructure” of the times, the basis and prerequisite for the operation of various industries. Despite the significance of the Internet, the Internet can only be a “fundamental wood” when it is separated from the real economy, and how to realize the effective combination of the Internet and the real economy is not only a problem that the real economy needs to think about, but also a problem that Internet companies must seriously face. Similarly, for the tourism industry, with the increase of national per capita income and the growth of leisure time, tourism is becoming the “just need” of national daily life, and the annual number of trips per capita of Chinese residents has reached 3 times in 2015. Despite this “immediate need,” the tourism industry, like any other industry, is facing a series of issues such as how to improve productivity through the Internet and how to enrich the visitor experience. Today, the Internet is profoundly affecting the development of tourism. In the future, how to grasp the evolution of tourism trends in the Internet era, both for the Internet and for the tourism industry has very important significance.

One of the trends: tourists’ choices will be more diversified once the tourism consumption activities involve “food, accommodation, travel, purchase and entertainment” and many other areas. Compared with other consumption, the information asymmetry in tourism consumption is more prominent. At the same time, tourism consumption in any aspect of the experience of problems, will affect the satisfaction of tourists this trip. It can be said that information asymmetry is the biggest pain point in travelers’ consumption behavior decisions. Similarly, information asymmetry has become the main means of earning benefits for traditional tourism enterprises in the past. In the past, in front of the travel business, tourists’ choice is passive, passive, the travel business gives what products, tourists can only consume what products. And in the network era, tourists can have more full information and information, which means that tourists have more choices. The barriers to travel caused by information blockage no longer exist. To a certain extent, the breaking of information asymmetry is also one of the reasons for the rapid development of outbound travel in China. In addition, tourists will be more proactive in the travel process, even if they choose to travel in a group, they can compare the cost effectiveness of the same route for different group tours on the Internet. And for the booming casual travelers, there are plenty of travel tips to draw from and numerous ways to facilitate the booking of services for tourists in all aspects of travel. It is no longer a dream to travel on the go, and the diversification of tourists’ choices is made possible by the development of Internet technology.

Trend No. 2: The service of tourism will be more personalized service standardization is an important way to promote the development of tourism in the past. For example, the standards of star-rated hotels and A-class tourist attractions have played a positive role in improving the overall service level of China’s tourist hotel industry and tourist attraction industry. But only standardization, the level of development of tourism industry is difficult to achieve a qualitative leap. It can be said that standardization is the basic requirement of tourism services, but the future direction of tourism development is bound to be more personalized. The advent of the Internet era, especially the large amount of data and information generated by the Internet, has provided an important opportunity for tour operators to improve tourism services. Big data makes it easier for operators to grasp the information of tourists and make it possible to carry out personalized services in a targeted manner. For example, in the field of tourist hotels, the highest pursuit for the waiters is to become “Golden Key”, and for the guests, to accept the service of “Golden Key” means honor and status. In fact, the core of “golden key” service is personalized service. And personalized service is also the service that is most likely to improve the satisfaction of guests. Through big data, every waiter can become the “golden key” in tourism service, and likewise, tourists can experience various personalized services throughout the whole tour. In addition, in the Internet era, the ability of suppliers to integrate resources will be significantly improved, while the cost of providing personalized services will also be significantly reduced. As with “flexible production” in the industrial sector, a variety of customized tours will flourish to meet the individual needs of tourists.

Trend No. 3: Online and offline interaction will be frequent “online” is the fastest way for companies to communicate with potential tourists through the Internet. But no matter how developed “online”, “offline” can not be replaced, because the tourist experience ultimately depends on “offline” services to meet. With the advent of the mobile interactive network era, tourists will switch between online and offline more frequently. An important result of the interaction between online and offline is that the immediacy and randomness of tourism consumption is more prominent. On the one hand, most tourists no longer do as long and meticulous homework in advance for a trip as they used to. For example, tourists may simply decide to travel to a certain destination, wait until they get off the plane, and then book various accommodation, food and beverage and amusement products through the Internet in time. On the other hand, the instant information obtained online may influence tourists’ decisions, and similarly, tourists’ offline travel activities keep prompting them to find richer travel-related information of the destination through cell phones. The result of the interaction between online and offline makes the connection between tourism information and tourism consumption behavior even closer.

Trend No. 4: Tourism marketing will be more accurate tourism marketing is the government tourism department and tourism enterprises are very concerned about the issue. In the past, traditional tourism marketing was promoted by attending tourism fairs, sending leaflets, or “bombing” tourism image advertisements on CCTV. With the advent of the network era, the Internet is becoming the main channel of marketing, and is also becoming an emerging channel of tourism marketing. 24.2% of enterprises in the country used the Internet to carry out marketing and promotion activities at the end of 2017. According to data from Econet International, the scale of China’s Internet advertising industry reached 153.5 billion yuan in 2017, accounting for 28% of the overall advertising industry. The Internet helps to accurately understand the potential travel needs of consumers, which makes it possible for the supply side to conduct targeted marketing. In the field of tourism, more and more tourism companies choose to cooperate with Internet companies for publicity and marketing; although the tourism sector is relatively lagging behind in using Internet marketing, many tourism departments are beginning to choose to cooperate with Internet companies for marketing, or choose Internet media as the main channel for disseminating tourism marketing information.

Trend No. 5: The use of tourism idle resources will become more common to a large extent, tourism is developed through the use of idle resources, such as many natural and human resources before the development of tourism does not produce any economic value, through the development of tourism, these idle tourism resources into attractive tourism products. The use of tourism idle resources will be ubiquitous in the network era. For example, unsold airline positions are sold by means of the Internet. Another example is the carpooling in the process of tourism; in the case of controlled capacity of scenic spots, the ticket promotion activities carried out by scenic spots in the off-season in cooperation with Internet enterprises. Currently, the most typical and promising use of unused tourism resources is in the field of tourism accommodation. Airbnb, the U.S. accommodation facility sharing platform company, has more than 1.5 million rooms worldwide, equivalent to the total number of rooms in all star-rated hotels in China, with a market valuation of $25.5 billion. In China, Tujia, the largest sharing vacation platform, has 430,000 listings, and startups such as Piggy Short Rent and Ant Short Rent are also tapping potential unused accommodation resources through the Internet. In addition, with the gradual liberalization of free practice of tour guides, idle tour guide resources can be utilized more often, and even in the future, with the relaxation of policies, local residents who do not have tour guide certificates but are familiar with the situation of tourist destinations may also be involved in tourism services.

Trend No. 6: Tourism business model will be more complex with the Internet to accelerate the penetration of tourism, tourism business model becomes more diverse. At present, “Internet + tourism” is more common is the B2C model, that is, the business activities of business to tourists, such as Ctrip, Tongcheng, Tuniu and other main model is “B2C”. The problem with this model is that it is easy to get caught in a brutal price war. Because of this, these travel Internet companies are also starting to lay out tourism products offline, or by monopolizing the agency of a certain destination to achieve differentiated competition. For example, Ctrip started to enter the cruise field, and Tongcheng cooperated with Korea Lotte to develop the Chinese travel market to Korea. In addition, the C2B model of crowdfunding travel products on social media, the B2B model built by peer-to-peer trading platforms in travel circles, and the C2C model of some travel short term rental platforms are also developing to varying degrees.

Trend No. 7:Competition among travel enterprises will be more intense With the development of the Internet, the competition among travel enterprises is more intense. One is the competition between the same type of OTAs. For example, the competition between Ctrip and Yilong, and the competition between Tongcheng and Tuniu. The second is the competition between Internet tourism companies and traditional travel agencies, which are similar to travel agencies in that they both organize customers and serve them in the travel process to achieve profitability. Therefore, Internet travel companies try to control more offline resources, while traditional travel agencies improve their ability to collect customers in the Internet era through their own Internet, such as CYT’s Ocean Travel and Hong Kong China Travel’s Mango Network. Third, the contradiction and competition between OTAs and offline tourism reception terminals is very prominent in the current tourism industry. On the one hand, OTAs try to lower the cost of offline enterprises so as to lower the price to win consumers, on the other hand, offline tourism enterprises either build their own channels or hold a group for warmth based on their own interests, and the competition between the two will largely affect the direction of the tourism industry pattern in the future.

Trend No. 8: Destination management will be more intelligent with the convenience of access to tourism information, destination management will be closer to the needs of tourists. In recent years, many tourist destinations are promoting the construction of intelligent tourism. Relatively speaking, a closed intelligent tourism scenic spot construction is relatively easy, but an open tourism destination construction has greater difficulty. At present Hangzhou and other tourism cities in the use of tourism big data management tourism industry has achieved certain results, Wuyuan and other places are trying to carry out county-wide intelligent tourism, but objectively speaking, the level of wisdom of tourism destinations there is still a lot of room for improvement.

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