Analysis of the Current Situation of Tourism E-commerce Marketing in the Context of Information Technology and Research on Innovative Strategies

In the era of highly developed Internet, information has become a high-quality resource for the development of various industries to compete for the first place. In the face of the massive amount of information brought by the Internet, it has become a trend of marketing in the future to transmit effective information to the target customers [1]. As an information-intensive and information-dependent industry, tourism is bound to intersect with e-commerce, and the concept of tourism e-commerce arises subsequently [2]. From the perspective of marketing tourism products, the use of e-commerce for the collection and organization and analysis of product information is a prerequisite for achieving good sales, as well as the direction of innovative thinking of marketing concepts [3–4].

Tourism e-commerce refers to the combination of modern information technology and tourism business, as well as the informatization of tourism business activities [5–6]. Tourism e-commerce can use the developed information technology platform to collect and analyze online consumer behavior information in order to provide personalized tourism experience, and also integrate the quality information products of tourism product suppliers to provide convenient product services [7–10]. This systematic marketing tools and instruments can be adjusted in real time according to the changes in the environment, so that the interacting parties can realize the value-added marketing concepts and methods [11–12]. This includes the release and exchange of basic tourism information and business information through the network, the promotion and marketing of tourism by electronic means, the development of pre-sale and after-sale services for tourism, the querying and booking of tourism products and payment through the network, as well as the electronicization of the internal processes of tourism enterprises and the application of management information systems [13–16].

The emergence of tourism e-commerce conceptualizes the traditional tourism marketing model, which makes tourism marketing further improved with the help of modern information technology.Zhu, G. et al. designed a purchase prediction model co-EM-LR to predict users’ purchasing behaviors in tourism e-commerce.The proposed model is easy to interpret, and the semisupervised learning and multiview learning modules in the model are able to utilize unlabeled data and multi-view compatibility to improve the prediction accuracy with high prediction performance [17]. Sitinjak, M. F. et al. studied the impact of video blogs on travel e-commerce, and the results of the consumer value-based study showed that the reliability of Vlog’s content, interestingness, and Vlog enjoyment positively influenced users’ willingness to visit e-commerce, and to some extent facilitated e-commerce to flourish [18]. Xie, C. et al. constructed a value marketing architecture for technology companies and identified the live attributes of value selling from live video data of travel e-commerce through an empirical investigation approach to validate the effectiveness of the proposed marketing architecture and to provide a new perspective on value-based travel e-commerce marketing [19]. Pan, H. et al. proposed the context-aware mobile travel e-commerce personalized recommendation model MTERec, which calculates the user’s interest weights based on the collected social information such as the trust relationship between users, the time of product purchase, and the geographic location, in order to recommend travel products that meet the user’s interest preferences, and the experiments have shown that the model has a high recommendation accuracy and user satisfaction [20]. Liu, X. et al. explored the influence of travel e-commerce live broadcast features on consumers’ purchase intention based on the SOR theory, and found that the interactive and authenticity features of travel e-commerce live broadcasts have a positive influence, while the entertainment features do not, which provides certain management insights for travel enterprises and anchors [21]. Jang, Y. T. et al. introduced dramatization and virtual reality services in a travel e-commerce environment and developed a travel website system, VRTWS, based on them.By analyzing the impact of the VRTWS platform on consumer behavior, it was found that usefulness, ease of use, interactivity, and immersion would enhance the consumers’ satisfaction perceptions, which would in turn increase their willingness to visit [22].

The purpose of this paper is to provide new innovative strategies for tourism e-commerce marketing using information technology. The application status quo of tourism e-commerce marketing in A town is discussed, and a tourism e-commerce platform is developed on this basis. Through the performance test, it was put into use in the attractions of A town, and tourists’ satisfaction with the platform was investigated through questionnaire analysis. Multi-level indicators for the evaluation of e-commerce mode are set up, combined with hierarchical analysis and fuzzy comprehensive judgment to evaluate the marketing mode of this platform in the attractions.

2

Analysis of the current situation of tourism e-commerce marketing in town A

2.1

Application of e-commerce in rural tourism in town A

A town has a beautiful environment, convenient transportation, good agricultural development, and more unique Buddhist cultural resources, which makes A town formed a unique rural tourism resources. At present, A town has initially formed a rural tourism model containing six elements of traditional tourism, food, housing, transportation, travel, shopping, entertainment, e-commerce in which plays a great role in promoting. 1)

E-commerce in food

Recommended by Meituan, Dianping and other APPs, A town specialties “XXX private dishes” ranked first in the popularity of local dishes in A town. Merchants even launched a variety of combinations of preferential packages for group purchases to meet the tourists’ love of food. To a certain extent, this facilitates tourists’ initial experience of local food, and they will prioritize the stores with more positive reviews.

2)

E-commerce in B&B

The development of e-commerce, hoteliers gradually move into major platforms and APPs, which can look at booking hotels online in advance. Through these platforms, keep an eye on the different prices of hotels in A town. For tourists with different needs, they can directly utilize the platform and APP to filter and select the desired theme hotel conveniently and quickly, and they can also evaluate their facilities and service levels in multiple ways through comments.

3)

E-commerce in transportation

Under the influence of big data and the Internet in today’s society, A town has opened online ticketing and other modes. Buses to the mountains can now be purchased directly online through various platforms along with it. The cable car tickets have launched the online purchase of the whole round-trip ticket to enjoy discounts and other activities, which facilitates the tourists to plan accordingly for the whole tour in advance.

4)

E-commerce during the tour

A town in the various attractions launched a voice explanation function, attractions will be next to the corresponding QR code, scanning the code can be voice listening attractions, professional and meticulous and not disturbed by the way a large number of tourists have been praised. Similarly, according to the different needs of tourists, A town also launched a public number suitable for different ways of playing, different seasons and different times of play strategy.

5)

E-commerce in shopping

On the basis of its own rural tourism, A town has created a number of unique gift boxes to facilitate tourists’ souvenirs. At the same time, the online platform has also synchronized the special gifts that can be chosen by tourists independently, and it is more convenient for tourists to choose e-commerce in shopping, which eliminates the trouble of bringing big bags home.

2.2

Survey and analysis of the current situation of tourism e-commerce marketing in town A

With the gradual increase in the popularity of e-commerce applications and the gradual increase in the degree of dependence of tourists on the Internet during their travels, tourism e-commerce has entered into a period of rapid development.Some tourist attractions in Town A have begun to market their online bookings of tickets and tourism route products on China’s major tourism e-commerce websites. This section investigates the opening of ticket booking on the current mainstream routing e-commerce apps for 10 representative attractions in A town. Apps include: “Where to go”, “Poor Travel”, “Flying Pig”, “Ctrip” and “Tuniu”. Table 1 shows the opening of online ticket booking for some attractions in Town A. The “0” stands for not opened, and the “1” stands for opened.

Table 1.

Some scenic spots online ticket booking is open

Scenic spot	Go where App	Run out App	Flying pig App	Ctrip App	Road cow App
1	0	1	1	0	0
2	0	0	1	1	1
3	1	1	0	0	0
4	0	0	1	0	1
5	0	0	1	1	0
6	1	0	0	1	1
7	0	0	1	1	0
8	1	0	1	0	1
9	1	0	1	1	1
10	0	0	0	1	0

As can be seen from the table, the current mainstream tourism e-commerce App does not include all the attractions in A town, such as “Where to go” only opened attractions 3, 6, 8, 9, a total of four places. This shows that the coverage, function orientation or technical ability of the current e-commerce App is somewhat lacking.

In order to gain an in-depth understanding of the development stage of town A in tourism e-commerce marketing, this paper designed a questionnaire survey on e-commerce marketing strategy. The survey includes five dimensions: “tourism information”, “publicity efforts”, “online exposure”, “e-commerce of tourism products” and “after-sales service”. The questionnaire adopts a 5-level scoring method, that is, a score of 1-5, which represents very disagree, disagree, general, agree, and strongly agree. A total of 200 tourists from Town A were selected for offline questionnaire distribution. Figure 1 shows the results of the questionnaire survey.

Although the town A tourism e-commerce application has achieved initial results, there are still many problems. According to the survey results, the average ratings of 200 tourists are 2.645, 2.67, 2.625, 2.57 and 2.67 in the current tourism e-commerce, and the comprehensive evaluation is in a lower middle state. This shows that the marketing strategy provided by the tourism e-commerce system used in town A is scattered in tourism information, lack of scenic spot promotion channels, low online exposure, low degree of product e-commerce, and lack of offline after-sales service. This has become a key factor restricting the development of e-commerce in town A’s tourism.

3

Tourism e-commerce new marketing strategy construction

Aiming at the analysis of the shortcomings of tourism e-commerce in A town, combined with A town’s own advantages and disadvantages, a set of tourism e-commerce feasible program in line with the characteristics of rural tourism resources in A town is designed. According to different stages for tourists to design different e-commerce system to provide the best service for tourists, A town rural tourism service terminal facilities relationship is shown in Figure 2.

3.1

Tourism e-commerce platform module design

The structure of the e-commerce platform in Town A is shown in Figure 3. It mainly includes the following aspects: 1)

Tourism Information Database

Tourism e-commerce data mainly consists of rural tourism resource information table, tourist information table, rural tourism enterprise table as the main data table, and tourist browsing data statistics table, tourist login information statistics table, etc. as the auxiliary data table.

2)

Tourism publicity platform construction

Tourism resources publicity system is to utilize text, image, video and audio to introduce rural tourism resources in an all-round way. This system mainly consists of several functional modules, such as attraction introduction, route guidance, online Q&A, and local food.

3)

Visitor Service Platform

Visitor service platform is mainly used for tourists to maintain personal information and online ticket purchase, catering services and other operations. This system provides some modules that help maintain customer relationships, such as online consultation, points inquiry, merchant discounts and so on. It also provides some personalized services, such as birthday blessing, route recommendation and other functions.

4)

Construction of Tourism Enterprise Management Platform

The tourism enterprise management platform is mainly for tourism enterprises to maintain their own information and to log in and modify the tourism resources provided. This system is expected to be divided into two phases of gradual construction, the first phase of the construction and the basic management functions closely related to some of the functions, the second phase belongs to the optimization of the enterprise and the environment for the management of some of the functions.

3.2

E-commerce Platform System Design for Tourism Attractions

This A-town tourism platform system includes several layers, including database, application layer, view layer, analysis layer, and API layer, and each layer includes different modules. 1)

Data Layer

This system uses MySQL as the database management system. The main data tables of the system database include transaction information table, tourist information table, enterprise information table, etc. Before the database design, the information that needs to be saved is integrated and explored to minimize the appearance of redundant information.

2)

Application layer

The application layer is the main part of the platform, which involves all the functions of the website such as publicity information, visitors’ consultation and online transaction. The MVC framework design is utilized to achieve the effect of separating the view layer from the application layer, which facilitates the separation of PC and mobile design.

3)

View Layer

The view layer is the representation of the application layer data. This system adopts the MVC model, combined with HTML5 technology, to separate the view and application, which provides convenience for designers and developers, and facilitates the design of PC and mobile, so that it is not necessary to develop a set of application layer to cope with the customers of the mobile terminal separately.

4)

Analysis Layer

The data analysis layer plays a role in analyzing and summarizing the data in and out of the system. The analysis layer requires that the original design of the system should not be damaged, and uses AOP, reflection and other computer technologies to realize non-intrusive design, which is convenient for the modification and replacement of the analysis system functions.

5)

API layer

The main role of this layer is to provide a calling mechanism for non-system software, which can remotely call the system’s data for docking of different systems. API layer can be used to access WeChat, Alipay and other payment platforms and social platforms, so that tourists can use their mature social and payment functions more conveniently. At the same time, other websites in A-town can also utilize the interface provided by the interface layer to provide attraction information, tourist information and other data, and ultimately achieve an overall interconnection effect.

3.3

Tourism e-commerce service terminals

This e-commerce platform also has the following kinds of tourism facilities: 1)

The use of self-service terminals, tourists can quickly understand the main attractions of the scenic area, related to the introduction, but also provides the function of explanation, so that the tourist information is more intuitive and vivid.

2)

Wifi coverage

Now is the Internet era, the network has become a necessity for tourists to travel, a good network signal is the best way to improve tourist satisfaction, and the operation of tourism e-commerce platform can not be separated from the wireless network, so the scenic area should realize the network coverage.

3)

LED demonstration equipment

LED display screen and other multimedia presentation equipment, provide a variety of sound and light both promotional videos or advertisements, can achieve the purpose of publicizing the scenic spot itself, but also can use some ads to provide scenic area revenue.

4)

Self-service ticketing system

Self-service ticketing system is installed in the scenic area to facilitate tourists to quickly obtain the tickets purchased on the rushing platform, reduce the waiting time of tourists, and improve the satisfaction of tourists.

3.4

Analysis of the results of the application of tourism e-commerce platform

3.4.1

Results of comparative analysis of performance tests

This performance test mainly focuses on the functions with larger expected usage and more complex implementation logic, and identifies system performance bottlenecks as much as possible through the performance test, so as to provide a basis for the subsequent system performance tuning.

According to this goal, the test items include product search and order submission for group tours, free tours, air tickets, hotels, tickets, attractions, food, and public transportation, which are recorded as test items 1-8 in order. We choose “Where to go”, “Poor Travel”, “Flying Pig”, “Ctrip” and “Toutiao”, which are the most commonly used e-commerce apps, were selected for the performance test comparison experiment. Ten response time tests were performed for each item and the mean and relative error were calculated.

The test environment is based on the future production environment, which is composed of 4 application servers and 2 database servers, each application server has 16G of RAM and 4C 3.6G CPU. Each database server has 128G of RAM and 16C 4.1G CPU, where load balancing is done between the application servers using F5. The comparison results of the average response time of each project operation are shown in Figure 4.

As can be seen from the figure, the average response time of this paper’s platform in the test scenarios of group tours, free trips, air tickets, hotels, vouchers, attractions, gourmet food, and public transportation is lower than that of the comparison e-commerce App. Taking the test results of the product ordering scenarios of the group tours as an example, the average response time of this paper’s platform for submitting an order is 2.85s, with a relative error of 0.094s, whereas the comparison App needs to take 3.62s ~ 4.54s. This shows that the platform in this paper has good performance in terms of time characteristics.

3.4.2

Platform Satisfaction Survey Analysis

In this section, in order to investigate the satisfaction of tourists in Town A in the process of using the tourism e-commerce platform constructed in this paper, a total of 24 measurement items were designed to be investigated for the eight variables that may affect customer satisfaction, i.e., ease of use, location-awareness, accuracy and completeness of information in a timely manner, interactivity, low-cost, aesthetically pleasing design, security, and personalization of the tour. A total of 200 tourists were sampled and questioned in a positive way, and the scale used was a five-point Likert scale ranging from 1 to 5, which indicates a gradual increase in the degree of agreement, which also indicates a gradual increase in the degree of satisfaction.

Figure 5 shows the survey of tourists’ satisfaction with the use of the platform designed in this paper. From the figure, it can be seen that the average satisfaction of tourists with the 24 survey items designed in this paper is more than 4 points. The overall satisfaction scores for ease of use, location awareness, accuracy and completeness of information in a timely manner, interactivity, low cost, aesthetics of design, security, and personalization of play range from 4.26 to 4.55, which indicates that tourists are at a high level of satisfaction with the experience of the tourism e-commerce platform designed in this paper, but there are still areas that need to be improved.

In addition, this section will also analyze the correlation of this survey, through which the correlation analysis can be the effect of each main factor (ease of use, location perception, accuracy and completeness of information and timeliness, interactivity, low-cost, aesthetically pleasing design, safety, and personalization of the tour) on the overall satisfaction. When the correlation coefficient is positive, it indicates that the relationship between the factors and overall satisfaction is positive. When the correlation coefficient is negative, the relationship between the factors and overall satisfaction is negative. Meanwhile, the absolute value of the correlation coefficient value represents the degree of its correlation, i.e., the larger the correlation coefficient is, the stronger the correlation association between the variables is. In this paper, the main factor values extracted using the regression method in the factor molecule and the overall customer satisfaction are analyzed by using the Pearson correlation coefficient for correlation analysis, and the correlation results between the factors and the overall customer satisfaction are shown in Table 2.

Table 2.

The correlation between the factors and the overall customer satisfaction

Variable	Overall travel satisfaction
Variable	Correlation coefficient	Standard error	P value
Usability	0.292***	0.023	0.000
Location perception	0.248**	0.029	0.004
Information is accurate and timely	0.313**	0.024	0.002
Interactivity	0.276**	0.026	0.001
Low cost	0.239**	0.03	0.001
Design aesthetics	0.213**	0.03	0.005
Safety	0.317***	0.02	0.000
Play personalization	0.343***	0.034	0.000

**, ***

*, are tests of significance passed at the 0.05, 0.01, and 0.001 levels, respectively

The data in the table show that ease of use, location awareness, accurate, complete and timely information, interactivity, low cost, design aesthetics, safety and the overall satisfaction of tourists with personalized play have a positive and significant impact, and the practicality, safety and play personalization pass the extremely significant test of 0.001 level, and the overall satisfaction of tourists increases by 0.292, 0.317 and 0.343 respectively for every 1 unit of improvement.

4

Evaluation of marketing models based on the AHP fuzzy judgment method

4.1

Indicator system evaluation model

This paper adopts the combination of hierarchical analysis and fuzzy judgment method to make a comprehensive judgment on the e-commerce model. Figure 6 shows the structure of the research on tourism e-commerce model by hierarchical fuzzy judgment method.

4.1.1

Steps for calculating weight vectors by AHP hierarchical analysis method

1)

Modeling a multi-level structure

Goal layer, generally only one element, i.e., the predetermined goal or desired outcome of the problem. The criterion layer, including the criterion affecting the realization of the predetermined goal, can include thousands of levels, i.e., it can contain subcriteria. The program level, which includes measures and programs that contribute to the achievement of the goal. Relationships between different elements in the same level should be relatively independent. And for each element and its dominant sub-elements, forming intersecting hierarchical relationships, there is a conceptual relationship of inclusion and inclusion [23–24]. The structure of the hierarchical analysis method is schematically shown in Figure 7.

2)

Constructing a judgment matrix

Judgment matrix definition and assignment:

Its construction method is: each element with downward subordination as the first element of the judgment matrix, located in the upper left corner, subordinate to its elements are arranged in order in the first row and the first column thereafter. The values of the judgment matrix are generally filled in by the person completing the matrix, after repeated consultation with the expert group and in response to the guidelines for the judgment matrix. The values in the judgment matrix indicate which of the two elements is important to compare and to what degree.

Delphi Method:

We choose the Delphi method to determine the value of the judgment matrix, the implementation process of this method is: the filler to design a good question, and separately select different experts, their multiple rounds of consultation, repeated revisions until the target problem to reach a consensus.

3)

Determine the weight vector

The weight vector is calculated as follows: for judgment matrix B, calculate the eigenroot and eigenvector satisfying condition BW = λ_maxW. Where λ_max is the largest eigenroot of matrix B, W is the regularized eigenvector corresponding to λ_max, and its component w_i is the weight of the corresponding element.

Test the consistency of the judgment matrix: 1 $C I = \frac{λ_{\max} - n}{n - 1}$ CI = {{{\lambda _{\max }} - n} \over {n - 1}}

The larger λ_max –n is and the larger CI is, the less consistent the judgment matrix is. When the judgment matrix has full consistency, CI = 0.

4.1.2

Fuzzy synthesis of judgments

The principle of fuzzy comprehensive judgment method [25–26] is as follows: 1)

Determine the factor set: the m factors to be judged. That is, the establishment of the evaluation index system to determine the various aspects of the judgment target indicators: 2 $U = (u_{1}, u_{2}, \dots, u_{m})$ U = ({u_1},{u_2}, \cdots ,{u_m})

2)

Determine the evaluation set: n decision for the state of each factor: 3 $V = (ν_{1}, ν_{2}, \dots, ν_{n})$ V = ({\nu _1},{\nu _2}, \cdots ,{\nu _n})

The number of grades in the evaluation set should be moderate, in order to satisfy both the ability to easily distinguish between the grades belonging to, but also to meet the quality requirements of the fuzzy comprehensive judgment results is appropriate.

3)

Determine the fuzzy relationship matrix: fuzzy relationship from U to V: 4 $R = (_{r_{i j}) m \times n} = (\begin{matrix} r_{11} & \dots & r_{1 n} \\ ⋮ & ⋱ & ⋮ \\ r_{m 1} & \dots & r_{m n} \end{matrix})$ R = {({r_{ij}})_{m \times n}} = \left( {\matrix{ {{r_{11}}} & \cdots & {{r_{1n}}} \cr \vdots & \ddots & \vdots \cr {{r_{m1}}} & \cdots & {{r_{mn}}} \cr } } \right)

Among them, r_ij is the relative affiliation of evaluation factors i to evaluation level j, which is generally normalized to make it satisfy $\sum r_{i j} = 1$ \sum {{r_{ij}}} = 1, so that R the matrix itself does not have a quantitative scale and does not need to be specially processed, and (U, V, R) constitutes a fuzzy comprehensive judging model.

4)

Determine the vector of weights of indicators at each level in the system: that is, the weight of each evaluation indicator in the upper target, and its value characterizes the importance of each indicator: 5 $A = (a_{1}, a_{2}, \dots, a_{m})$ A = ({a_1},{a_2}, \cdots ,{a_m})

The normalization and non-negativity condition is $\sum a_{i} = 1, a_{i} \geq 0$ \sum {{a_i}} = 1,{a_i} \ge 0, reflecting the balance between the factors.

5)

Fuzzy comprehensive judgment: choose the synthesis operator, synthesize A and R to get B, and determine the degree of affiliation of the model to be selected to the selection target from the whole: 6 $B = (b_{1}, b_{2}, \dots, b_{n}) = A \circ R$ B = ({b_1},{b_2}, \ldots ,{b_n}) = A \circ R

Among them. Is the operator symbol, called the fuzzy transformation mathematical operator, indicating the fuzzy matrix composite operation, which needs to be selected according to the actual situation, and B is the result of the comprehensive judgment.

4.2

Establishment of Evaluation Indicators for Tourism E-commerce Models

4.2.1

Tier 1 indicator factor set

1)

Customer interface, extracting the indicator of products and services, for tourism e-commerce enterprises, the quality level of products and services is an important element in evaluating the advantages and disadvantages of tourism e-commerce.

2)

The internal structure, based on the evaluation method of enterprise value, extracted the financial level, employee level and social value three indicators. The financial level reflects the development potential of the enterprise, the employee level examines the internal management level of the enterprise, and the social value of the enterprise measures the contribution of the enterprise to the society.

3)

On the partner interface, the partner indicator is selected.

At this point, we have established a level 1 indicator. Through factor analysis, we continue to build the second-level evaluation index system on the basis of the first-level indicators.

4.2.2

Factor set of secondary indicators

1)

Products and services

The evaluation of products and services includes the following seven factors: convenient financial exchange, quality and diversity of supporting entertainment and leisure services, reasonable price level, taste and personalization of tourism products, quality of online human information consulting services, UI design, and marketing strategies.

2)

Financial Level

The financial indicators selected in this paper draw on the standards of corporate financial evaluation, all of which are more representative of the basic financial indicators of the enterprise, and are divided into six aspects of financial indicators: enterprise operating efficiency, enterprise capital operating efficiency, enterprise liability status, net cash flow, capital turnover rate, and market share.

3)

Employee Level

Includes the following 4 secondary indicators: corporate culture, compensation and welfare system, promotion system, and space for personal improvement.

4)

Social Value

In addition to enterprise value, the social value of enterprises has begun to be emphasized. This paper examines the social value of tourism e-commerce enterprises with two factors: enterprise popularity and enterprise reputation.

5)

Partners

The partners of tourism e-commerce enterprises mainly include: the selection of strategic alliance partners, the integration management of partners in the value chain and the partnership management of enterprises.

4.3

Comprehensive Assessment of the Effectiveness of E-commerce Marketing for Attractions

In this section, the multi-level fuzzy evaluation method is used to evaluate the business model of tourist attractions using the tourism e-commerce marketing platform in this paper. The evaluation indicators are “products and services”, “financial aspects”, “employee level”, “social value”, “partners” mentioned above, and the secondary indicators under them. The results of the fuzzy comprehensive evaluation of the business model of tourist attractions are shown in Figure 8.

It can be seen from the figure that after using the platform in this paper, the comprehensive weighted scores of “products and services”, “financial aspects”, “employee level”, “social value” and “partners” of tourist attractions are 84.95, 80.88, 86.82, 75.6 and 80.38, respectively, which are higher than before use. For example, in terms of “products and services”, the increase is 7.73%~13.55%, indicating that the platform of this paper has improved the financial exchange, the quality of entertainment and leisure services, the price level, the taste and personalization of tourism products, the quality of online services, UI design and marketing strategies of the scenic spot.

5

Conclusion

This paper investigates the application status of tourism e-commerce in A town in terms of food, accommodation, transportation, tourism and shopping, and then designs a tourism e-commerce platform and applies it to the attractions in A town, and utilizes the hierarchical fuzzy judgment analysis method to verify the application effect of the platform.

Tourists in A town have low recognition of the current e-marketing model, with a comprehensive score of less than 3, in the state of “disapproval”.

The average response time of the tourism e-commerce platform in this paper is 2.85s, while the average response time of the comparison app is between 3.62s and 4.54s.

Tourists’ overall satisfaction ratings for the ease of use, location awareness, accuracy and completeness of information in a timely manner, interactivity, low cost, aesthetics, security, and personalization of the tour on this platform ranged from 4.26 to 4.55.

After using the platform in this paper, the comprehensive weighted scores of “products and services”, “financial aspects”, “employee level”, “social value” and “partners” of town A tourist attractions have been improved compared with before use.

Sprache:: Englisch

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Scenic spot	Go where App	Run out App	Flying pig App	Ctrip App	Road cow App
1	0	1	1	0	0
2	0	0	1	1	1
3	1	1	0	0	0
4	0	0	1	0	1
5	0	0	1	1	0
6	1	0	0	1	1
7	0	0	1	1	0
8	1	0	1	0	1
9	1	0	1	1	1
10	0	0	0	1	0

Scenic spot	Go where App	Run out App	Flying pig App	Ctrip App	Road cow App
1	0	1	1	0	0
2	0	0	1	1	1
3	1	1	0	0	0
4	0	0	1	0	1
5	0	0	1	1	0
6	1	0	0	1	1
7	0	0	1	1	0
8	1	0	1	0	1
9	1	0	1	1	1
10	0	0	0	1	0

Analysis of the Current Situation of Tourism E-commerce Marketing in the Context of Information Technology and Research on Innovative Strategies

Rongyan Xu

Haiyan Yu

Jing Wang

Dejun Miao

Online veröffentlicht: 05. Juni 2025

Eingereicht: 26. Jan. 2025

Akzeptiert: 07. Mai 2025

DOI: https://doi.org/10.2478/amns-2025-0962

SchlüsselwörterInformation technology, Tourism e-commerce platform, Hierarchical analysis, Fuzzy judgment modeling

© 2025 Rongyan Xu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Schlüsselwörter
Information technology, Tourism e-commerce platform, Hierarchical analysis, Fuzzy judgment modeling

Scenic spot	Go where App	Run out App	Flying pig App	Ctrip App	Road cow App
1	0	1	1	0	0
2	0	0	1	1	1
3	1	1	0	0	0
4	0	0	1	0	1
5	0	0	1	1	0
6	1	0	0	1	1
7	0	0	1	1	0
8	1	0	1	0	1
9	1	0	1	1	1
10	0	0	0	1	0