Cultural Tourism O2O Business Model Innovation

Abstract

It is absolutely not an accidental phenomenon that the development of Internet overlaps with boom of business model research. The emergence of the Internet has greatly promoted the development and study of business models. This paper focuses on exploration of O2O business model innovation by analyzing the main types, evolution and driving factors of Chinese Internet business model, taking Ctrip as the example. From the social prospective, O2O business model improves value and feeling of the customer experience as well as the operational efficiency of the enterprise value chain and utilization efficiency of social resources. This paper has also put forward what Ctrip can enlighten the development of tourism enterprises.

Investigations on business model innovation and company’s development

“…Results of their study imply that in some industries it is necessary for the company to implement an innovation strategy aimed at searching for new ways to operate in the market. Similar opinion have Lu & Liu (2016), according to whom innovative business models not only help to improve the value offered for the buyer, therefore increasing customer satisfaction, but at the same time improve the operational efficiency of the enterprise value chain and utilization of resources.…”

“…Firstly, many authors (e.g. Lu & Liu, 2016;Zheng & Xinsheng, 2014) perceive the Internet as a factor boosting the development of new business models by imposing the necessity to change company's strategy. Exemplifications of such situation can be seen in different industries where companies are adopting the manner of operating in the market to requirements of e-trade.…”

O2O selection mode portrait and optimization for railway service enterprises based on K-means

“…The development of O2O business model in China originated from the emergence of online group buying model [ 4 ], and before 2010, Ctrip.com was the first O2O business model in China, represented by the intermediary model of online solicitation of customers and offline acquisition of travel company services provided to customers [ 5 ]. According to Yu [ 6 ], community O2O is a mobile Internet-based platform that integrates online and offline resources to provide a “last mile” service system for community residents, while Shen [ 7 ] believed that the unique attributes of the property industry give it a natural soil advantage over other traditional industries.…”

Optimal Service Commission Contract Design of OTA to Create O2O Model by Cooperation with TTA under Asymmetric Information

“…Since Alex Rampel put forward the concept of the O2O model, it has attracted wide attention in academia. Although the concept and classification of the O2O model are different because of the scholars' different research perspectives, it is a business model for the effective integration of online and offline stores [4,7]. It is believed that O2O is a new business model, which can disclose product information, change consumer brand awareness, and mitigate the adverse effects of product uncertainty on consumers' shopping decisions [12].…”

“…erefore, how to design the commission contract of TTAs strategically for OTAs is an urgent problem to implement O2O strategy. e O2O model, as a new e-commerce business model, combines online trading and offline experience and has become an important strategy for the development of enterprises in recent years [7]. With the rapid development of OTAs, the online channel plays a crucial role in tourism and hospitality, and the tourism O2O model achieved by the cooperation between OTAs and hotels or airlines is a common phenomenon.…”