境外在线旅游研究新进展

在线旅游已经逐渐演化成为旅游行业的显话题.国内外已有综述研究是把信息、通讯技术与旅游剥离,侧重分析技术对旅游业的影响,而文章把在线旅游作为一个独立的旅游行业分支进行综述.文章利用Web of Science和百度学术检索对近10年关于在线旅游的研究文献进行整理,从文献概况、研究内容进行了综述,将研究内容分为旅游者在线行为研究、在线旅游社区研究、在线旅行社研究、在线旅游分销研究等4个方面.在此基础上,文章提出该领域未来还应从在线旅游消费者行为、在线旅行社服务质量、在线旅游业态竞合关系、在线旅游分销渠道与供应商的关系等方面进一步研究.     

新技术时代传统旅行社的经营与发展

新技术时代,传统旅行社的经营与发展面临着诸多变化与挑战,蓬勃发展的OTA瓜分了原本的旅游市场,对传统旅行社的发展造成冲击。本研究通过实地调查,分析新技术时代旅行社经营现状,发现旅行社网络空间建设不完善,新技术与传统的联合经营开发不到位,旅游产品同质化程度高等问题,提出传统旅行社开展线上直播、开发多元化"旅游+"产品等建议,促进传统旅行社可持续发展。     

基于RBV的旅游电子商务采纳关键成功因素研究

拳文基于企业资源观(RBV),从战略、资源、能力3个维度构建了影响旅游电子商务采纳的7个因素集合.本文根据成功的旅游电子商务实践经验,采用AHP分别识别了传统旅行社和旅游中介网站两类电子商务采纳的关键成功因素.结果显示,企业战略、复合型人力资源、共享信息能力以及合作流程能力是两类企业共同的关键成功因素.研究进一步发现,两类企业的采纳模式存在明显差异,传统旅行社侧重于内部资源优化,而旅游中介网站侧重外部资源整合.     

都市区旅行社空间布局特征与销售等级差异——以重庆旅游百事通为例

在旅游供给研究中,重视在线旅行社发展的同时,不应忽略传统旅行社在地理实体空间的布局特征及其变化趋势。目前,对中微观尺度的都市区传统旅行社的空间布局研究相对薄弱,实证研究尤为缺乏。文章以旅游百事通在重庆主城区的195家零售门店为例,从都市区的中微观空间尺度分析了旅行社零售门店的空间集聚和空间关联特征,比较了商圈、社区和临街等不同分布类型的门店销售等级差异。结果表明:(1)旅行社门店呈现出较明显向城市商圈、交通设施和大型社区集聚的特征;(2)在城市内部,旅行社与其他城市生活服务业呈现出消费者主导型、商品主导型、竞争性关联和互助性关联等多种类型的空间关联关系;(3)商圈与非商圈门店、临街与写字楼门店的销售等级存在显著差异;社区与非社区门店、干道与非干道门店的销售等级差异均不明显。     

平遥古城旅游企业竞合关系研究

平遥古城是世界文化遗产旅游地,旅游企业的个体经营行为和彼此之间的竞争合作关系都会对古城旅游发展和遗产保护带来重要的影响。通过抽样问卷调查和数据处理,从古城内旅游企业竞争对手、竞争关系及竞争方式等方面分析了旅游企业的竞争状况;从旅游企业的合作特点和方式等方面分析了企业间的合作关系,认为平遥古城的旅游企业的竞合关系特点已具备了产业集群的特征,通过企业间合作性竞争,世界文化遗产的“公地悲剧”可以避免。     

基于DEA-Malmquist模型的中国旅行社业发展效率特征分析

随着我国旅行社数量和经营规模的不断增长,旅行社业发展效率及其区域差异值得关注.文章运用DEA-Malmquist模型,评价了中国旅行社业技术效率、全要素生产率变动特征及省际差异,通过与区域旅游化指数的对应分析,探讨了旅行社发展效率与区域旅游业整体水平之间的对应关系.研究结果表明:(1) 2000-2009年间,中国旅行社业技术效率逐步提高,主要得益于规模效率的提高.(2)其间旅行社业全要素生产率年均上升3.3％.其中技术进步年均提升2.6％,是我国旅行社业全要素生产率上升的主要驱动力.(3)东部和中部地区旅行社全要素生产率增长速度明显高于西部地区,技术进步变化是西部旅行社业发展的主要制约因素.(4)各省域旅行社发展效率与区域旅游化水平的对应关系存在同步变化和背离发展两种情况.     

混合式学习模式的研究与应用——以《导游英语与模拟实训》课程为例

在大规模在线开放课程建设风靡全球,实施线上教育模式的背景下,基于导游英语与模拟实训课程,将SPOC在线开放课程与线下传统的课堂学习相融合,开展"线上-线下"信息融合的混合式学习模式的实践研究,有效提升学生的学习自主性以及学生获取资源的自由性,提升课程的教学质量和辐射影响力,为其他相关课程建设提供借鉴思路。     

新《旅行社管理条例》与导游管理研究

新<旅行社管理条例>更强调旅游者消费权益的维护,对旅游服务质量要求更为严格和具体.导游服务质量是旅行社服务质量体系中的核心,导游诚信建设与导游管理是旅游诚信体系建设的关键.而尴尬的职业定位和扭曲的薪酬体制则使"导游管理悖论"问题严重,新<旅行社管理条例>还应加强配套解决好导游人员的职业环境、薪酬制度以及竞争环境等问题,避免导游市场中"劣币驱逐良币现象"产生.     

我国旅行社市场的进入悖论与旅行社企业的"套中套黑箱定价"模型

我国旅行社市场的恶性竞争,一直是旅游学界十分关注的研究领域.许多研究者认为,这是旅行社市场门槛过低,使得企业数量进入过度造成.但是本文研究发现,旅行社市场存在一个进入的悖论,即市场的企业进入与盈利水平呈反向变动的趋势.这种市场进入与盈利的变动趋势,不符合市场竞争的一般规律.经过研究,本文提出一个旅行社企业的定价模型,作者称之为"套中套黑箱定价"模型.通过这个定价模型,我们可以比较合理地解释旅行社市场存在的这种市场悖论现象,并揭示了旅行社市场表面竞争,实际上仍然属于垄断的事实,而这种垄断造成了对社会福利的损害.     

重庆都市区传统旅行社空间竞争格局研究

面对在线旅行社业务的迅猛发展,传统旅行社的产业定位、服务策略和空间格局转型已成共识.其中,在地理实体空间实施零售门店扩张性布局战略,已成为传统旅行社空间转型的关键举措之一.然而,尚未有研究分析上述举措可能引发或加剧旅行社在共同地域市场内的空间竞争.利用ArcGIS和Crimetat软件中针对点状数据的最邻近指数、Ripley's K函数、核密度估计和最邻近层次聚类分析模块,文章分析了重庆都市区范围内排名前三的以组团业务为核心的传统旅行社之间的空间竞争格局特征.研究表明:(1)3家旅行社都呈现空间集聚,且都倾向于布局都市功能核心区,总体呈现非剩余竞争态势;(2)3家旅行社在不同空间尺度的集聚特征存在差异;(3)旅行社在城市商圈、近郊行政区和新兴城市社区形成了集聚区,但热点区数量、范围和空间形态存在差异,反映出在都市区内部不同区域采取了非剩余竞争、剩余竞争或错位竞争的方式.     

Why do people purchase from online travel agencies (OTAs)? A consumption values perspective

Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense competition. To overcome this challenge, OTAs need to better engage their customers by offering them superior value propositions. This calls for an in-depth understanding of the consumption values pertinent to the OTA context. To address this gap, the current study puts forward a framework for predicting purchase intention by adapting the theory of consumption values to the OTA context. The proposed model is tested with data collected from 809 OTA users. The results imply that quality-of-benefits, monetary, social status, preference, and information values predict purchase intention toward OTAs, with the chief driver being the quality-of-benefits value, followed by the preference value. Moderation analysis further reveals that the strength of the relationship between these values and purchase intention differs between users in different age groups and between users with different levels of privacy and security concerns, hygiene consciousness, and visibility perceptions.     

Measuring E-Service Quality for Online Travel Agencies

Online travel agencies face intense competition, and thus have a great need to evaluate the e-service quality of their websites to succeed or even just to survive. The present study explores the underlying dimensions used by online customers to evaluate the e-service quality of online travel agencies, as well as the relationship of these dimensions to customer satisfaction and the repurchase intention, using both qualitative and quantitative data collection techniques. Six underlying dimensions of e-service quality are identified from the results of factor analysis; namely, Website Functionality, Information Quality and Content, Fulfillment and Responsiveness, Safety and Security, Appearance and Presentation, and Customer Relationship. Furthermore, four dimensions—Website Functionality, Information Quality and Content, Safety and Security, and Customer Relationship—are found to significantly influence online customers' evaluation of overall satisfaction and their repurchase intention. The results of multiple regression analysis show Website Functionality to be the most powerful factor in predicting customer satisfaction and the repurchase intention. Implications of the study findings are discussed, and important guidelines for the development of online travel agencies are provided.     

The Evolution of Expectations of and Attitudes Toward Online Travel Agencies Over Time

The basic premise of this research is that customer satisfaction with online travel agencies (OTAs) is dynamic in nature. In this context, it still remains unclear what role satisfaction plays in affecting expectations and attitudes toward an online travel agent over time. The study thus utilizes longitudinal data from 353 customers of OTAs to test temporal and carryover effects pertaining to satisfaction. Results indicate that the temporal effect of the expectations–attitudes linkage decreases over time. Carryover effects suggest that customers integrate both pre- and post-travel assessments of expectations and attitudes when evaluating satisfaction.     

The Use of Problematic Integration Theory to Assess Destination Online Promotion Activities

Abstract

This paper uses problematic integration theory to assess destination online promotional activities often used to influence consumer travel purchase behavior. The model of destination online promotion activities assessment focuses on the link between consumers' online brand preference drivers (differentiation, quality, and value) and online market data (price, distribution, Web presence, promotions, direct online communication tool, and ad identification). The model is tested using the case of Australia (www.australia.com) and their efforts to attract a U.S. market. The study found Australia.com is a well-designed travel guide that provides information and emphasizes its aesthetic aspects. However, the Website's interactive aspects could be improved. By assessing destination online promotional activities, destination marketing organizations may be able to reduce underlying uncertainty regarding the destination and more clearly address the needs of their target markets.     

Online travel purchasing: A literature review

Over the past two decades, there has been an increasing focus on the development of Information and Communication Technologies (ICTs), as well as the impact that they have had on the tourism industry and on travelers’ behaviors. However, research on what drives consumers to purchase travel online has typically been fragmented. In order to better understand consumers’ behavior toward online travel purchasing, this article offers a review of articles that were published in leading tourism and hospitality journals, the ENTER proceedings, and several articles from other peer-reviewed journals, found on the main academic search databases. The antecedents of online travel shopping found are classified into three main categories: Consumer Characteristics, Perceived Channel Characteristics, and Website and Product Characteristics. Finally, this study identifies several gaps and provides some orientation for future research.     

对旅行社产权改革和规模化经营的思考--与张辉、魏翔先生商榷

在当前形势下,旅行社民营化更有利于发挥市场的作用,建立合理的进入退出机制,完善企业治理机制．从而提高企业效率。旅行社的规模化应该在充分竞争的市场环境中来完成,形成大小共存、大小共赢、行业集中与竞争并存的局面。而以行政手段和国有化的形式实施规模化可能会形成垄断,破坏市场竞争,牺牲社会福利。     

The Impact of the Internet on Travel Agencies in Hong Kong

Abstract

In recent years, the travel and tourism industry has begun to develop Internet applications more extensively. Many travel service suppliers, such as hotels and airline companies, already use the Internet as a direct channel for customer reservations. The integration of the Internet into the travel and tourism industry, however, presents a challenge towards the traditional role of travel agencies. The purpose of this study is to find out what impact the Internet has on travel agencies in Hong Kong. Outcomes of this research indicate that travel agents generally have positive attitudes towards Internet applications, and the potential threat-disintermediation-has not yet affected the travel industry. Travel agents believe that they can take advantage of the Internet technology to provide value-added services for their customers. Outcomes of the present study also indicate that there are significant relationships between company size, age and some Internet attributes. Travel agencies should therefore pay more attention to these attributes when adopting Internet technology.     

欧美旅行社行业分工进程与内在机制研究

旅行社的产生和发展是社会分工和发展的结果。随着旅游市场的发展,旅行社业在规模扩大的同时,内部形成了水平分工和垂直分工。节省交易费用、提高市场效率、避免加入激烈的市场竞争、提高企业的市场竞争能力是旅行社业分工得以深化的主要原因所在。     

Barriers toward purchasing from online travel agencies

Online travel agencies (OTAs) are expanding their services to many segments of the travel and tourism industry. While they are beneficial to travelers, OTAs also face a great deal of consumer resistance. However, prior literature has largely focused on travelers’ adoption intentions toward OTAs, scarcely exploring the causes of such resistance. Addressing the gap, this study extends the innovation resistance theory (IRT) to examine the barriers to positive purchase intentions toward OTAs. A mixed method research design with open-ended essays and cross-sectional survey is used to test the proposed model. Findings suggest that benefits barrier is the chief inhibitor of purchase intentions. In comparison, privacy and security concerns and the vulnerability barrier show positive association with intentions. As a moderator, visibility influences the strength of the association between benefits barrier and purchase intentions. Further, the strength of this association differs among young, middle-aged, and old users.     

Cooperation and competition between online travel agencies and hotels

With the advent of O2O (online to offline) mode, Online Travel Agency (OTA) websites help to introduce new customers to hotels. However, since OTAs charge a hefty commission, hotel managers hope returning customers can book future visits from hotel websites instead of OTA websites. The study is to investigate how OTAs and hotels cooperate and compete with each other at the same time in the multichannel environments. The results show that OTAs can attract new and returning customers by website service quality while hotels can attract returning customers by perceived value. On the other hand, OTA website service quality has a negative effect on intention to rebook via hotel websites and the intention to rebook via OTA and hotel websites indeed have a negative relationship. Thus, the two channels compete with each other for customers' future visits.