11 Golden weeks of online travel penetration

Absrtact: Entering October, Beijing Morning has had a chill, but October 1 in the early morning of Tiananmen Square still gathered 110,000 people. 6:10, flag accompanied by the national anthem slowly rising, band played three times "volunteer March", the flag rose to the flagpole

Entering the October, Beijing Morning had a chill, but October 1 in the early morning of Tiananmen Square still gathered 110,000 people. 6:10, flag accompanied by the national anthem slowly rising, band played three times "volunteer March", the flag rose to the top of the flagpole. Throughout the process, 110,000 people almost all raised their phones and recorded the process.

After the flag-raising ceremony, the crowds gradually flooded into the Forbidden City in Tiananmen Square. At this time, the Palace Museum of Scalpers began to be active, randomly asked passers-by whether the need for tickets. A scalper to Sina technology, said that this year's ticket is not as good as in previous years to sell, 60 yuan in the past year, the Palace Museum tickets can add about 50 yuan to sell out, the increase of 30 yuan is not good shot.

This phenomenon is not difficult to understand. The basic completion of the smartphone-switching boom has made it easier for people to access the Internet. The portability of smartphones has created a huge opportunity for online travel service providers, while also prompting offline service providers to try to provide better services to travellers through mobile apps, such as some attractions via online pre-sale tickets.

According to statistics, China's tourism industry income of about 2.94 trillion yuan last year, online tourism accounted for less than one-tenth. But a year later, the current Chinese market for online tourism only mobile app about 100, with the help of these products, the tourism market has been refined, but also accelerated the Internet to the tourism market penetration.

From the point of view of tourists, the tourism products need to change from the traditional tourist attractions to the direction of holiday leisure, and the mode changes from the traditional team tourism to the self-service tourism. Coupled with the promotion of Internet terminals, people's tourism consumption needs more and more personalized, quality, and network, self-help way of travel has gradually become the main choice for tourists.

Tourists become rational

The rapid development of online tourism has greatly solved the problem of asymmetric information in tourism consumption, which makes the price of tourism more transparent and reasonable, and the tourist products that tourists can choose are also more. More and more tourists choose to travel before landing similar to the MA honeycomb, such as poor travel social networking sites such as travel raiders, travel special information and other services.

According to the statistics of the MA Honeycomb, 2014 Golden week before the travel strategy cumulative download has more than 220 million times, an increase of 220% than 2013; on average, 3 million people use the introduction and travel notes to travel itinerary planning, the average number of travel travels reached 12,000 times/article. In the self-help tour of the crowd, 97.19% choose to use the travel strategy.

According to the guide, visitors can more reasonable arrangements for their travel time, browse attractions, etc., so that their travel more efficient. And this kind of online tourism domain UGC mode also is generally optimistic, more UGC content also triggered the user high-frequency time of online communication.

However, the tourism market is still a seller's markets, even though there are some online information services such as the introduction, but tourism products and services are still from offline. In essence, online service products only play a role in diversion, and did not solve the user's fragmented, personalized needs.

Tourism industry is the need for service providers to adapt to the user's personalized needs of the industry, more and more tourists through the UGC content to form a consumption decision also shows that the tourism industry's center of gravity is moving from line to line.

The future of online tourism must be from the travel services to find a breakthrough, through the division or other ways to motivate offline service providers to adapt to the customization needs of online users, while the on-line travel products are carrying the design and packaging of travel products, so that users can see the products with differentiated.