Development bottleneck and three-dimensional trend of online tourism

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The situation in the Internet industry under the financial crisis is not optimistic. In the face of the world economic recession, continue to rely on hotel and air tickets booking, catering discounts will be difficult to support the development of online tourism, while facing the hotel industry network process and the rapid coverage and perfection of chain business hotels, go to the bottleneck of Internet online tourism is on the verge of collapse?

With the help of industry innovation and technological innovation, we can find a new alternative. IBM recently launched the "Beyond the time and space of the Forbidden City" for the online tourism industry, the three-dimensional process kicked off, but has been to Chengdu, Changsha Two cities successfully implemented the three-dimensional experience website Construction mirrorcity.net, it is also reported that with Lijiang tourism (listing code 002033) cooperation, to open up a brand-new network tourism platform. This should be a trend, relying on price, scale to win the development of Ctrip model is about to be broken, online tourism will usher in the Golden Age.

Development bottlenecks

Weakening of competitive advantage

The internet has given space for the online tourism industry, and the efficiency of the Internet is the basis of the online tourism industry. Convenient query, the reduction of information asymmetry, the avoidance of fraud, the full choice of space, so that online tourism has the ability to survive and develop beyond the traditional travel agencies.

We are familiar with the online travel website is Ctrip and e Dragon, as well as the later Mango net. Relying on the characteristics of the Internet, they use the same kind of business and development model: through the close cooperation with the hotel and the airlines, to the website platform and call Center as a tool for travellers to provide hotel and air tickets booking services. Thanks to the high efficiency and convenience of the Internet, Ctrip has greatly improved the preparation efficiency and travel quality of the traveler, so it has sprung up rapidly. The Ctrip model is really simple: rely on scale, fine management and information efficiency, from hotels and airlines profit.

But the Ctrip model does not have the sustainable competitive advantage. For air ticket booking, it has no outstanding advantages, because the airline's own network booking service has been established, call center is gradually improved. For hotel reservations, the advantages of Ctrip is to replace the travel agency's hotel reservation service, through the network for the traveller to provide a large-scale comparative selection platform. However, the Ctrip model relies too much on the large-scale integration of hotel resources, Jinjiang Star, such as home, Han court, such as chain of business hotel network coverage constantly improve the site and call center of the service platform gradually improve the impact of the advantages of Ctrip has disappeared, and even with their own investment object to subvert their own.

So now, the profit source of the Ctrip mode is almost only the price difference from the hotel size bargain. Of course, Ctrip and E-Dragon also provide the network electronic map service of the customers ' chosen hotels. From these points of view, they are more like network travel agencies.

Lack of on-the-spot experience

We live in an era of increasing emphasis on experience, and the concept of "experiencing economy" is deeply rooted. This is the value base for understanding and seeking competitive advantage and sustainable development capabilities. Disney's fairy tale World, Sony's future technology, Dell-created customer participation in the design, McDonald's created a happy marketing, are the classic experience of the economy. In order to improve survivability and speed up development, Ctrip has put forward a lot of innovative business, "Ctrip free Line", "Half Self-Help Tour", "Ctrip travel" and so on, but these products have no experience in the perspective of any achievements.

The traditional business area is not lack of visual experience, so we strive to create the environment experience and process experience; We note that the entire Internet industry, from corporate web sites to blogs, forums, social and e-commerce, is no longer limited to the combination of data, text, and pictures, but introduces the elements of Flash animation or video. The site of tourist attractions is to use enough kung Fu, open Jiangnan wuzhen, water and the same site, blowing on the fragrance of ink. These are the efforts to strengthen the visual experience, but for the online tourism industry, is far from enough.

Earlier, foreign analysts thought that community and personalization would be a trend for future online travel sites. Travelocity, Expedia and kayak are well received by travellers in their respective areas of expertise. But as the financial crisis has invaded the Internet industry, community and SNS model of the site is still alive, these communities, SNS, vertical search for the backbone of the online travel site is also facing a huge development threat, and they are always around the flight, the hotel quality of service and price fuss, in addition to adding some interactive factors, The model is similar to Ctrip, can not break through the lack of customer experience. With the rapid expansion of general search engines such as Google, customer reviews, vertical search and electronic map businesses will soon be infiltrated.

Forrester has said that "the industry's lack of innovation in the quarter has been slow to make the customer experience better, and the most important reason is that the back-end systems on which online travel depends are not changing". So how to change the "back-end system" of online tourism? What is the most tempting experience for online travel? Immersive！

The trend of three dimensions

The three-dimensional internet starts from the birth, its goal is to fully restore the real environment, behavior and the experience of the subject feeling. Life and HiPiHi created three-dimensional virtual communities, while Google and Microsoft's VirtualEarth opened three-dimensional Internet of map search classes. For the online tourism industry, if we can restore the visual experience of real scenic spots on the internet, and create a real and fruitful interactive environment, then not only the online tourism industry can seek a broad development space, but also can lead to a recession in the financial crisis of the real tourism industry revitalization.

As the leader of IT technology innovation, IBM has successfully implemented the Vatican Library, the Winter Palace, the eternal Egypt and other information-based services and electronic map navigation of the cultural Heritage Project, now IBM in support of life virtual community development, but also efforts to promote the three-dimensional cultural heritage, I think that's one of the big reasons.

City tourism brand and tourism electronic commerce

Online tourism can create a good environment for the development of City brand. The splendid civilization of the Chinese earth breeds the city culture with its own characteristics. Historical sites, ethnic customs, business fashion, are part of urban tourism. The city's attractiveness is manifested in its accessibility, investment and accessibility, and the sense of a city as a city's personality. The towering Bell Drum Tower witnessed the vicissitudes of history, the stretching walls of the ancient capital of the Six dynasties of the change; and when you walk in the streets filled with fashion glamour and temptation, there may be an urge to shop at any time. Cities are important destinations for tourism.

Immersed in the mirrorcity.net Chengdu experience, we can be in the chunxi of the bustling fashion and cultural monuments of the harmonious coexistence. From the bustling main road into the spring Hee entrance, we can stop to watch depicting the life history of Chengdu, the relief scroll "Jincheng city Map", adjacent to the "Jincheng City map" is the old-watch Hendry. Walking through the bustling pedestrian street, we came to the square between the two sections of Chun-hee, which was founded in the Northern Expedition period and later by the famous sculptor Kaiqu in 1943, the seated of Mr. Zhongshan. The bronze base is reddish-brown granite, and Mr. Zhongshan is dressed in a robe and jacket and sits on a armchair with a plum blossom pattern, holding the outline of the nation, eyed, and pondering deeply.

When Shangchunxi, Qin Taiwan, even if not to Chengdu, through the mirrorcity of the online tourism platform, you can stay at home, to Chengdu, "personal" tour. Chinese cities have long been aware of the importance of building urban brands in the eyes of tourists and consumers. So has the charm Dalian, the Vigor Qingdao, the classical Suzhou. For Shanghai, as China's largest economic city and financial center, its image is not only Waitan, Nanjing Road, with the comprehensive development and rise of Pudong, Lujiazui financial and commercial buildings constitute a new urban landscape in Shanghai. Mirrorcity's online three-dimensional experience for urban tourism will greatly improve the city's ability to express and provide a powerful impetus for the promotion of urban tourism and the marketing of city brands.
　　
At the same time, mirrorcity mode can also be closely integrated with E-commerce, tourists through the creation of three-dimensional online tourism platform, can be in the stroll directly into the interesting characteristics of shops, choose the right souvenirs or special costumes, to achieve tourism products sales and tourism consumption of e-commerce. In the mirrorcity and Lijiang tourism cooperation planning, in addition to the Internet to restore the ancient town architecture and cultural style, the ancient town of Tourism E-commerce and consumer experience will be the means of three-dimensional Internet to the perfect presentation to tourists. You can even book a seat, hour and companion in a special bar in Lijiang and experience it beforehand.

Virtual Memory and location experience

Three-dimensional online tourism in the first place for tourists to form a previous "to this trip" virtual memory. The Palace museum said that tourists in the Palace museum often complain about losing their way, so the Forbidden City beyond time and space can form a virtual memory of the places and routes of interest to them by using the visitor's prior "tour" experience to fundamentally solve the problem of "finding a Way". And the system can realize the right position, direction and information determination.

This is a three-dimensional to bring online tourism an important advantage. Scientific research shows that the memory formed by the perception of stereoscopic vision is much deeper and longer than that of abstract text narration and two-dimensional map navigation. Therefore, the three-dimensional virtual experience of online travel can form a lasting memory in human mind. It is very effective to improve the tourist's efficiency and enhance the attraction to tourists. Mirrorcity has designed three-dimensional guides and Virtual tour guide services for visitors, and will perform in the upcoming three-dimensional Lijiang.

Interestingly, the Mirrorcity website said: "This is not only a projection of reality, but also a projection of future history." Carefully pondering this "future history" of the Deep meaning: Imagine the history of the wheel rolling over 20 years, we may still be in the city of Mirrorcity.net Warehouse, we have been familiar with the old town, Old Street, shop, stroll the old place, taste the old tea house, relive the past affair, Rest in the light of the vicissitudes of the gentle sun. Online travel sites show such nostalgia and warmth, perhaps only in the old Zhuang thought nourishing Chinese-style innovation will sprout. IBM works with the Forbidden City project to restore the historical personal experience, and Mirrorcity's work will enable us to easily recall and experience today's life at any time in the future.

At the same time, for the online travel industry's traditional hotel booking business, mirrorcity mode can be combined with high-end hotels, through three-dimensional means to effectively reproduce the sea view, Mountain View, Lake Room and so have a full premium value of products, and even experience the hotel location around the shopping, leisure and tour environment. Allow travellers to "be on the scene" through the Internet to experience the choice of hotels and alternative rooms offered by online travel sites, taking into account their experiential values and personal preferences, when booking in advance. In fact, the traveler's personality needs have been discovered by Homeway, a leading enterprise in the world's holiday home online rental market, and Homeway has just announced 250 million dollars in funding in November.

Theme Tourism Internet Renaissance

As the founder of the theme tour, Disney Park has been a tourist for decades. At the end of last century, the domestic has also set off the upsurge of construction and development theme park, later mostly because of the style is not high, mismanagement and decline. Ancient town tourism can also be counted as a kind of theme park form; Today, the rise of Wu Town and the same is indicative of the market value of characteristic theme tourism. Whether it is Jiangnan or garden amorous feelings, they use the media publicity, website performance will be their cultural theme publicity, received a very good effect.

The three-dimensional online tourism can better achieve this kind of propaganda, and even revive the theme of tourism. In the United States there are many abandoned towns, some were once the treasure of gold miners, and some as the Western film's location base has been maintained. Most of the town has wealthy buyers who are owners, because some of them may be the ancestors of the town, or some people love the historical connotation of waste town. Whether it's a town in the United States or a folk town in some remote part of China, the development of tourism resources alone is not realistic, but if the three-dimensional online tourism to be reproduced and promoted, can become the theme of the Internet on the topic of tourism targets, can also activate the ancient places of history and culture for personal tour of the theme of tourism, Bring together the curiosity and impulse from all over the world to form abundant tourism demand.

Because of the evolution and change of human culture, the history of protection has become a historical monument, and the history of unmanned protection is easy to fade away. But after we have done the online tour of the historical theme through three-dimensional means, more people may not be willing to lose and forget.