摘 要
数字化浪潮推动旅游业变革，互联网改变了旅游信息获取和客户服务。在线旅游平台因信息聚合、用户界面友好和价格灵活受消费者青睐，对传统旅行社构成挑战。尽管如此，传统旅行社凭借行业经验和对本地文化的理解，仍保持市场地位。本文探讨在线旅游平台与传统旅行社的互动关系，旨在为旅游行业创新和健康发展提供参考。研究显示，传统旅行社需提升在线服务，打造竞争优势，并与在线平台整合资源。研究还预测了在线旅游与传统旅行社的共存模式，强调传统旅行社应拥抱互联网技术，通过创新转型实现共赢。
关键词：在线旅游平台；传统旅行社；互联网技术
THE IMPACT OF ONLINE TRAVEL PLATFORM ON TRADITIONAL TRAVEL AGENCIES AND ITS COUNTERMEASURES
ABSTRACT
The wave of digitalization is driving changes in the travel industry, with the Internet transforming travel information access and customer service. Online travel platforms are favored by consumers because of information aggregation, user friendliness and price flexibility, posing a challenge to traditional travel agencies. Nevertheless, traditional travel agencies retain their market position with industry experience and understanding of local culture. This paper discusses the interactive relationship between online travel platforms and traditional travel agencies, aiming to provide reference for the innovation and healthy development of the tourism industry. The study shows that traditional travel agencies need to enhance their online services, build competitive advantages and integrate resources with online platforms. The study also predicted the coexistence mode of online tourism and traditional travel agencies, emphasizing that traditional travel agencies should embrace Internet technology and achieve win-win results through innovation and transformation.
KEY WORDS：Online Tourism Platform; Traditional Travel Agencies; Internet Technology
目 录
摘 要 I
ABSTRACT II
第1章 绪论 2
第2章 在线旅游平台的崛起 3
2.1 在线旅游平台的定义 3
2.2 在线旅游平台的优势 3
第3章 在线旅游平台对传统旅行社的冲击 5
3.1 在线平台的低价策略 5
3.2 个性化与便捷性的提升 5
3.3 在线旅游平台的快速扩张 5
第4章 传统旅行社面临的困境 7
4.1 数字化转型压力 7
4.2 在线旅游平台的竞争 7
4.3 传统旅行社资源分散 8
4.4 客户需求多样化 8
第5章 传统旅行社的应对策略 9
5.1 提升在线服务能力 9
5.2 打造差异化竞争优势 9
5.3 与在线旅游平台的资源整合 9
5.4 定制化和多元化产品 10
第6章 在线旅游与传统旅行社的共存模式 11
6.1 行业发展趋势与预测 11
6.2 传统旅行社的转型方向 11
6.3 建立健康有序的旅游市场环境 11
6.4 客户体验优化与个性化定制 12
7章 结论 13
参考文献 14
致 谢 15
