Research On The Development Of Online Tourism Agency Based On The Value Chain

Continuous development of information technology and network technology have had a powerful influence to all aspects of social production and life, all business including tourism industry has been used the latest technology to improve market competitiveness and get more benefit. The fusion of information and networking with tourism industry has given rise to new forms of online tourism. The development of online travel has changed the value chain pattern of traditional tourism, and promoted the new online travel value chain to form. Online travel agency in the middle position of the online travel value chain is connected to the tourism product service providers and consumers that is the power to promote the development of tourism. Because of the completion of online travel market has been becoming hard and fierce with the development of travel market so online travel agencies need to improve their competitiveness quickly to get more market field. The change and optimization of value chain structure is an effective method to enhance the core competitiveness of enterprises. Therefore, this article studies the competitive strategy of online travel agency from the perspective of online travel value chain, relying on the value chain and other related theories, using the method of literature analysis.The main contents of this research are as follows: first, the online travel related concept is defined, and combed the online travel research progress at home and abroad. Second through the analysis of online tourism value chain, four characteristics are summarized: relying on the Internet and communication technology; development from value chain to value net; according with Metcalf’s law closely; related closely and dynamic development. Third, paper analyzed the environment of online travel with the method of five forces model. The fourth, according to the characteristics and competitive environment of online travel agency, this paper proposed some strategies for the development of online travel agency.