基于价值链的旅游景区电子商务生态系统研究

Researchof Tourism E-commerce Ecosystem on the Basis of Tourism Value Chain

旅游景区是旅游价值链的上游环节,旅游电子商务的迅猛发展,迫切需要在旅游景区内部实现价值链的横向一体化,横向整合的结果是在相对封闭的景区内形成了独特的商务生态系统。文章在旅游价值链研究基础上,用电子商务生态系统观点来分析旅游景区电子商务的应用,给出旅游景区电子商务生态系统的构成、演化、协调机制和评价指标体系,最后用黄山旅游景区的智慧黄山项目进行实证分析,有助于从整体把握旅游景区各参与方在其中的地位和影响。

Tourist attraction is the part of tourism value chain, with the rapidly development of tourism E-commerce, urgent need of tourism hori zontal integration of the value chain in tourist attraction. The result of horizontal integration is lead to a unique business ecosystem. In this paper, on the basis of the research about tourism value chain, use E-commerce ecosystem point of view to study the tourism E-commerce application in tourist attraction, given tourist attraction the composition of E-commerce ecosystem, evolution, coordination mechanisms and evaluation system, finally, investigate the Huang Shan Wisdom Huang Shah project for empirical research. This article can help to understand each participation posi tion and influence in tourism market.