Research On Product Innovation Of Online Travel Companies Under The Haze

With the online travel industry gradually into the time of development and mature,the similarity of the products and the transparency of the price is increasing gradually.Online travel market competition is becoming increasingly fierce,extensive product development has not been able to bring competitive advantage to online travel agents,Only the fine products that accurately meet the needs of tourists can increase customer satisfaction and loyalty.Therefore,understanding and predicting the tourists' travel demands and travel intentions,has become an inevitable path to seize market share for online travel agents.Since 2013,China's haze problem has aroused widespread concernsaround the world,Haze has been regarded as a natural disaster.However,due to the complexity of its ingredients,haze governance has a long way to go.There is a close relationship between tourism activities and environmental conditions,therefore,haze will affect the development of tourism industryin a long period.Air quality has become an important factor for tourists to choose tourism activities.In fact,people in addition to the haze will affect the perception of tourism is increasingly strong,tourism has become more and more people used to avoid a haze.In fact,in addition toobvious perception of the haze impact on tourism,more and more people regard tourism as a way to avoid haze.So an important link for online travel agents to expand market share and increase customer loyalty is to concern about the impact of haze on(potential)tourists,research on the changes of(potential)tourists' travel willingness?travel motivation and travel behavior,And ultimately,develop avoiding-haze tourism products to meet the needs of tourists during the heaviest haze.Basis on literature review,two items are mainly researched in this study.Firstly,(potential)tourists' perception of haze?(potential)tourists' travel willingness and travel behavior when severe haze occurs,are investigated by analyzing collected data of sample from Beijing residents.It was learned that Beijing residents have a clear perception of haze,haze will stimulate their travel willingness significantly and change their travel decisions,there are obvious populational differences in perceptions,travel willingness and travel decisions.Secondly,the features and deficiencies of the existed avoiding-haze travel products are further investigated,based on the perceptions,travel willingness andtravel behavior,taking Tuniu as the case of online travel agency.Finally,improvement measures in three aspects are proposed,which includes:(1)Innovation of product design.To subdivide the market and develop differentiated avoiding-haze travel products based on diversified demands of consumers;To increase in-depth tour with reasonable arrangements for travel rhythm;To design flexible avoiding-haze travel itineraries adapt to changes in customers' schedule.(2)Innovation of product portfolio.To optimize the existing avoiding-haze travel products based on tourists' preference;To develop high-quality tourism resources and make efforts to build avoiding-haze travel products with fresh air;To enrich the scope of destination.(3)Innovation of product service.To highlight the uniqueness of the theme:Avoiding haze;To highlight the uniqueness of the service:add service items about haze protection.This study analyzes the innovation and design of avoiding-haze travel products.Based on the conclusionsof the research,some suggestions for improvement are put forward,it provides scientific basis and direction for online travel agency to understand customers further,make the fast,reliable response to customers' demands,improve customers ' satisfaction and loyalty,thus win the market competition advantage in the future.It gives viewpoints to the new enterprises entering the avoiding-haze travel market.It can also provide a basis for scientific forecast and decision support for correlative management department.