Innovative Research on O2O Model of Tourism Industry in Post E-Commerce Era

  • Hao WangEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1147)


The formation of the O2O model is the result of the development of e-commerce economy and the result of e-commerce economic market demand. The O2O model is not only an innovative and practical new model that can solve offline and online problems, but also a new concept of network marketing that inherently implies “customer value first”. With the development of mobile Internet, O2O has gradually become a new direction for the development of e-commerce in the tourism industry. With the economic growth rate and the improvement of national income level, the demand of consumers in the tourism industry has maintained a strong growth trend. At the same time, consumer behavior and demand have undergone great changes. The core of competition in the tourism industry is no longer a single product or price, but is gradually replaced by comprehensive service capabilities. To improve consumer appeal and increase market share, tourism companies must adapt to the new consumer demand model and tourism industry market development direction. Therefore, how to improve the product’s individuality and diversified attributes, how to improve the comprehensive service level of tourism enterprises, and how to promote the integration of online and offline products and services is the core issue that tourism enterprises need to further research.


E-commerce Tourism industry O2O model Innovation 



This research was supported by 2018 Hainan Province Philosophy and Social Science Planning Project (Grant No. HNSK(YB)18-100), and 2019 Sanya Philosophy and Social Sciences Funding Project (Grant No. SYSK2019-15).


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Sanya Aviation and Tourism CollegeSanyaChina

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