国际互联网对我国入境旅游市场的影响及应对策略
摘要
作为一种新型媒介载体，国际互联网以其成本低、受众广、形式多、信息更新快、交互性的特点迅速被各行各业所接受并被广泛应用。同时，旅游消费者也对旅游行业的管理者和经营者提出了更高的信息传递要求。现阶段国内学术界对于旅游信息的研究仍缺乏整体性和系统性。这是因为信息技术服务于旅游业在我国尚处起步阶段，其基础理论体系仍有待发展和完善。
对于入境旅游市场的冲击，学术界还停留在如何应对海外旅游批发商的进入，对于互联网电子商务的应用的研究多集中在国内旅游和出境旅游市场。本文通过对国际互联网对入境旅游市场的影响的研究，总结出我国旅游企业应对国际互联网的影响所采取的策略。同时对政府的影响提出了建议。
全文分以下七部分：
一、前言由选题背景、国内外学术研究状况、本论文主要技术手段三部分组成，在明确国际互联网在入境旅游市场中的应用价值和国内外学术研究成果的基础上强调以旅游经济学，旅游市场学为主的论文理论与实际相结合的技术路线构成，并以亲身经历的案例做实证研究的基础。
二、以旅游业信息技术的发展为前提，用旅游市场学的理论引出国际互联网对入境旅游的宏观影响和微观影响。宏观影响是指对旅游目的地形象和旅游目的地信息网络保障的影响，微观影响则探讨对旅游企业的影响。
三、通过对旅游商品的特点的分析，提出国际互联网对旅游业经营方式的影响，并对互联网技术在国际和中国旅游业中的应用现状进行了介绍和评价。
四、分析中国入境旅游市场的特点和发展电子商务的环境，为下一部分做铺垫。重点提出了我国入境旅游市场发展电子商务的优势。
五、通过前文的基础，提出中国入境旅游市场的三条应对策略，是本论文的核心所在。其中根据客人来华目的不同而对入境旅游市场的细分是行业内相关的研究中没有涉及过的，而后提出细分后的三个不同市场的网站策略，是本论文的新颖之处和独创性所在，对旅游中介企业有实用价值。
六、本人亲身参与的三个网站的案例，提出的策略做佐证。三个网站分别代表上一章所细分的三个不同市场。这里既有成功的实践，也有在实践中遇到的问题。
七、对政府的角色的建议及政策上的补充建议。
目前，国际互联网旅游电子商务在不断段变化和发展，本论文只是一种尝试性的写作。限于资料和本人能力有限，不足之处在所难免，恳请各位专家学者批评指正，以求实现新的提升。
As a new intermediary, Internet has been accepted by various trades and applied widely, for its own valuable characteristics such as low cost, wide customer, various forms, rapid information replacement and easy interchange. The travelers also put forward more requirements on information transmitting. At the present stage, the internal research about tourism information is not integrative and systematic, this is all because of the service of information and technology for tourism is still at the initial stage and the basic theory is in need of development and amelioration.
Regarding the impact to the inbound travel to China, the researches mainly focused on how to face the entries of the overseas tour operators, some studies about the Internet and e-Commerce are just limited in the field of domestic and outbound market. This thesis sums up the strategies that China travel enterprises should take toward the impact of the Internet and also gives the proposal to the government’s interference and all these are based on the research about the impact toward the inbound market from Internet.
This thesis includes 7 sections.
1.The preface consists of three parts: research setting, contemporary progress of the subject domestic and abroad, techniques of this field. On the base of clearing the study value of the apply the Internet to tourism market development and the research achievement of this field, the author analyses technical route which combines theory and practice together with help from tourism economics and tourism marketing. My personal involved cases turn to be the demonstration.
2.Put the IT development in the travel trade as the premises, the impact toward the inbound travel from Internet in both macro and micro perspectives are elicited with the help of tourism marketing theory. The impact from the macro perspective is about the image of the tourists’ destination and its information network support while the impact toward the enterprises in the travel trade from the micro ones.
3. The Impact toward the business model of travel trade from Internet is put forward through the analysis of the characteristics of the tourism products. The status quo about the application of the Internet in the travel trade in the foreign countries and China is introduced and commented.
4.An analysis about the conditions of the e-Commerce in China’s inbound travel market serves to be the preconditions for the next section. The competitive advantage is emphasized.
5.Based on the above, the strategies of e-Commerce development in China’s inbound travel market are brought forward. It is the kernel of the thesis and with the value of practicality. The segmentation of the inbound market verifies from the different purposes of the travelers has never been officially proposed by the previous researchers. The followed suggestion of Internet marketing strategies toward different markets is the original creation of the author. It provides the intermediary enterprises in the travel trade with the practical value.
6.My personal involved cases support the strategies that proposed in previous section. Three cases represent three different markets that were segmented in last chapter. The cases include both successful practice and problems we met while the trial is implemented.
7.A proposal about what a role the government should play in the strategy is set forth. Some suggestions to the supplement of the policies concerned is also advised.
At present, the development the Internet and e-Commerce of tourism is still changing radically, so this thesis is just an attempt. Due to the limitation of datum as well as my personal ability, there should be some rooms to correct in the thesis, any suggestions from counterparts would be highly appreciated and that would be helpful for my improvement.
对于入境旅游市场的冲击，学术界还停留在如何应对海外旅游批发商的进入，对于互联网电子商务的应用的研究多集中在国内旅游和出境旅游市场。本文通过对国际互联网对入境旅游市场的影响的研究，总结出我国旅游企业应对国际互联网的影响所采取的策略。同时对政府的影响提出了建议。
全文分以下七部分：
一、前言由选题背景、国内外学术研究状况、本论文主要技术手段三部分组成，在明确国际互联网在入境旅游市场中的应用价值和国内外学术研究成果的基础上强调以旅游经济学，旅游市场学为主的论文理论与实际相结合的技术路线构成，并以亲身经历的案例做实证研究的基础。
二、以旅游业信息技术的发展为前提，用旅游市场学的理论引出国际互联网对入境旅游的宏观影响和微观影响。宏观影响是指对旅游目的地形象和旅游目的地信息网络保障的影响，微观影响则探讨对旅游企业的影响。
三、通过对旅游商品的特点的分析，提出国际互联网对旅游业经营方式的影响，并对互联网技术在国际和中国旅游业中的应用现状进行了介绍和评价。
四、分析中国入境旅游市场的特点和发展电子商务的环境，为下一部分做铺垫。重点提出了我国入境旅游市场发展电子商务的优势。
五、通过前文的基础，提出中国入境旅游市场的三条应对策略，是本论文的核心所在。其中根据客人来华目的不同而对入境旅游市场的细分是行业内相关的研究中没有涉及过的，而后提出细分后的三个不同市场的网站策略，是本论文的新颖之处和独创性所在，对旅游中介企业有实用价值。
六、本人亲身参与的三个网站的案例，提出的策略做佐证。三个网站分别代表上一章所细分的三个不同市场。这里既有成功的实践，也有在实践中遇到的问题。
七、对政府的角色的建议及政策上的补充建议。
目前，国际互联网旅游电子商务在不断段变化和发展，本论文只是一种尝试性的写作。限于资料和本人能力有限，不足之处在所难免，恳请各位专家学者批评指正，以求实现新的提升。
As a new intermediary, Internet has been accepted by various trades and applied widely, for its own valuable characteristics such as low cost, wide customer, various forms, rapid information replacement and easy interchange. The travelers also put forward more requirements on information transmitting. At the present stage, the internal research about tourism information is not integrative and systematic, this is all because of the service of information and technology for tourism is still at the initial stage and the basic theory is in need of development and amelioration.
Regarding the impact to the inbound travel to China, the researches mainly focused on how to face the entries of the overseas tour operators, some studies about the Internet and e-Commerce are just limited in the field of domestic and outbound market. This thesis sums up the strategies that China travel enterprises should take toward the impact of the Internet and also gives the proposal to the government’s interference and all these are based on the research about the impact toward the inbound market from Internet.
This thesis includes 7 sections.
1.The preface consists of three parts: research setting, contemporary progress of the subject domestic and abroad, techniques of this field. On the base of clearing the study value of the apply the Internet to tourism market development and the research achievement of this field, the author analyses technical route which combines theory and practice together with help from tourism economics and tourism marketing. My personal involved cases turn to be the demonstration.
2.Put the IT development in the travel trade as the premises, the impact toward the inbound travel from Internet in both macro and micro perspectives are elicited with the help of tourism marketing theory. The impact from the macro perspective is about the image of the tourists’ destination and its information network support while the impact toward the enterprises in the travel trade from the micro ones.
3. The Impact toward the business model of travel trade from Internet is put forward through the analysis of the characteristics of the tourism products. The status quo about the application of the Internet in the travel trade in the foreign countries and China is introduced and commented.
4.An analysis about the conditions of the e-Commerce in China’s inbound travel market serves to be the preconditions for the next section. The competitive advantage is emphasized.
5.Based on the above, the strategies of e-Commerce development in China’s inbound travel market are brought forward. It is the kernel of the thesis and with the value of practicality. The segmentation of the inbound market verifies from the different purposes of the travelers has never been officially proposed by the previous researchers. The followed suggestion of Internet marketing strategies toward different markets is the original creation of the author. It provides the intermediary enterprises in the travel trade with the practical value.
6.My personal involved cases support the strategies that proposed in previous section. Three cases represent three different markets that were segmented in last chapter. The cases include both successful practice and problems we met while the trial is implemented.
7.A proposal about what a role the government should play in the strategy is set forth. Some suggestions to the supplement of the policies concerned is also advised.
At present, the development the Internet and e-Commerce of tourism is still changing radically, so this thesis is just an attempt. Due to the limitation of datum as well as my personal ability, there should be some rooms to correct in the thesis, any suggestions from counterparts would be highly appreciated and that would be helpful for my improvement.
引文
林南枝、陶汉军．旅游经济学〔B〕．南开大学出版社， 2000
李天元．旅游学〔B〕．南开大学出版社， 2002
王健．电子商务导论—商务角度〔B〕．对外经济贸易大学出版社，2002
王健．电子商务—赢得21世纪全球竞争优势〔B〕．机械工业出版社，2000
刘敢生．WTO与旅游服务贸易的法律问题〔B〕．广东旅游出版社，2000
石广生．中国加入世界贸易组织知识读本（三）法律文件导读〔B〕．人民出版社，2002
屈云波、靳丽敏．网络营销〔B〕．企业管理出版社，1999
冯若梅、黄文波．旅游业营销〔B〕．企业管理出版社，1999
张广瑞、魏小安、刘德谦．2000-2002中国旅游发展与预测〔B〕．社会科学文献出版社，2002， 139-140
中国国家旅游局．中国旅游年鉴2000年〔B〕．中国旅游出版社，2001
中国国家旅游局．中国旅游年鉴2001年〔B〕．中国旅游出版社，2002
宋海章．从旅游者角度对旅游目的地形象的探讨〔J〕．旅游学刊，2000，（1）：63-67
陈丕积．旅游市场信息不对称及政府行为〔J〕．旅游学刊，2000，（2）：27-30
林壁属、王赞强．中国旅游饭店业应用INERNET现状评估〔J〕．旅游学刊，2000，（6）：33-35
杨丽．中国旅游电子商务发展中的一些问题与对策研究〔J〕．旅游学刊，2001，（6）：40-42
中国旅行社发展现状与发展对策研究小组．中国旅行社发展现状与发展对策研究〔M〕．北京旅游教育出版社，2002，171-175
赵黎明．电子商务下的我国旅游市场探讨〔J〕．旅游管理，2002，（2）：16-18
茅燕萍．中国旅游电子商务发展中存在的问题及对策思考〔M〕．北京商业研究，2003，（11）：129-131
茅燕萍．网络时代—中国旅游电子商务初探〔M〕．企业经济，2003，（5）：33-34
刘正坤，古中和．中国旅游网络何去何从〔N〕．中国旅游报，2000-3-30（9）
Jeffrey F. Rayport & Bernard J Jaworski．E-Commerce〔B〕．McGraw-Hill International Edition , 2001
Cees Goosens．Toursim Information and Pleasure Motivation〔J〕．Annals of Tourism Research, 2000, (27) : 301-317
李天元．旅游学〔B〕．南开大学出版社， 2002
王健．电子商务导论—商务角度〔B〕．对外经济贸易大学出版社，2002
王健．电子商务—赢得21世纪全球竞争优势〔B〕．机械工业出版社，2000
刘敢生．WTO与旅游服务贸易的法律问题〔B〕．广东旅游出版社，2000
石广生．中国加入世界贸易组织知识读本（三）法律文件导读〔B〕．人民出版社，2002
屈云波、靳丽敏．网络营销〔B〕．企业管理出版社，1999
冯若梅、黄文波．旅游业营销〔B〕．企业管理出版社，1999
张广瑞、魏小安、刘德谦．2000-2002中国旅游发展与预测〔B〕．社会科学文献出版社，2002， 139-140
中国国家旅游局．中国旅游年鉴2000年〔B〕．中国旅游出版社，2001
中国国家旅游局．中国旅游年鉴2001年〔B〕．中国旅游出版社，2002
宋海章．从旅游者角度对旅游目的地形象的探讨〔J〕．旅游学刊，2000，（1）：63-67
陈丕积．旅游市场信息不对称及政府行为〔J〕．旅游学刊，2000，（2）：27-30
林壁属、王赞强．中国旅游饭店业应用INERNET现状评估〔J〕．旅游学刊，2000，（6）：33-35
杨丽．中国旅游电子商务发展中的一些问题与对策研究〔J〕．旅游学刊，2001，（6）：40-42
中国旅行社发展现状与发展对策研究小组．中国旅行社发展现状与发展对策研究〔M〕．北京旅游教育出版社，2002，171-175
赵黎明．电子商务下的我国旅游市场探讨〔J〕．旅游管理，2002，（2）：16-18
茅燕萍．中国旅游电子商务发展中存在的问题及对策思考〔M〕．北京商业研究，2003，（11）：129-131
茅燕萍．网络时代—中国旅游电子商务初探〔M〕．企业经济，2003，（5）：33-34
刘正坤，古中和．中国旅游网络何去何从〔N〕．中国旅游报，2000-3-30（9）
Jeffrey F. Rayport & Bernard J Jaworski．E-Commerce〔B〕．McGraw-Hill International Edition , 2001
Cees Goosens．Toursim Information and Pleasure Motivation〔J〕．Annals of Tourism Research, 2000, (27) : 301-317