外文文献在线旅游和旅游产业文档格式.docx
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外文文献在线旅游和旅游产业文档格式.docx
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Abstract
Thearticleaimstoreviewdirectaswellasindirectfactorsinfluencingcurrenttrendsandfuturechallengesinonlinetravelandtourismindustryinviewofmanynewlyemergedonlineportalsforsuchbusinesses.ThestudyisfocusedonIndia,whichisoneofthefastestgrowingeconomies.Thearticleprovidesaholisticviewofdevelopmentsintheindustryaswellasrelatedsectors.Thestudyshowstheeffectsofrecenteventsinthesectoronthebusinessenvironmentalongwiththeinfluenceofgrowthinsupportingindustriesandmeasurestakenbythegovernment.
Keywords:
Travelagencies;
Airlines;
Electroniccommerce;
Travelindustry;
Businesstravel;
Introduction
Internetisaglobalmediumandthecompaniesusingitareaddressingglobalaudiences(Wymbs,2000).Whattookradio38yearsandTV13yearshasbeenaccomplishedbytheinternetinaroundfiveyearswhichhasleadinternettonowreachastaggeringglobalaudience(EllsworthandEllsworth,1997citedinLagrosen,2005).Onlineservicesprovideconsumerswithseveralbenefitsincludingincreasednumberofchoicesalongwithconvenienceandcostsaving.The24x7availability,timesavedintravelling,andaninteractiveenvironmentwithplentyofreliableinformationaddstotheconvenienceinservice.Transparentandcompetitivepricingleadstocostsavings.Atthebusinessend,theuseofe-commerceprovidesaneffectiveandefficientalternaterouteforreachingouttothecustomers.Thechangesandimprovementsinservicesbasedonconsumerbehaviorandfeedbackcanbeincorporatedwithminimaltimelag.Apartfromthis,duetotheeliminationofintermediaries,lowermanpowerrequirementanddecreasedoverheadcosts,thetotalcostofoperationislower.Themainverticalswheree-commercehasprovedtobehighlyeffectiveareonlinetravelservicesincludingonlinetouroperates,flight,railwaysbookings,cabsandhotelbookingservices,e-retailingcomprisingofonlineretailservicesofvariousproductsandauctions,onlineclassifiedsincludingonlinematrimonialandjobclassifieds.Theconsumere-commercemarkethasgrownfromRs8,146crorein2007toRs19,688crorein2010(IAMAI,2011)andisexpectedtogrowrapidlyincomingfuture.
Thepresentworkdealswiththecurrenttrendsintheonlinetravelservicesaswellasfeaturesanddevelopmentinthemarketswhichcorrelatestotheonlinetravelservicesdirectlyaswellasindirectly.Theanalysisisdonewithrespecttoadevelopingcountry,whichinthiscaseinIndia.Thestudybeginswithabriefsurveyofcurrentonlinetravelandtourismindustry.InthissectionfirstlywehaveanalyzedmajorfactorsmotivatingIndianstotravel.Secondly,wehaveanalyzedthetypesofservicesandindustrystructurewiththehelpofdataonrevenueandinvestmentinsomeofthemajorplayers.Finallywemoveontodiscussthestatusoftheinfusionofmoderntechnologyintheindustry,whichplaysamajorroleinanybusinessnow-a-days.
Thesubsequentsectiondealswiththefactorswhicharedrivingthegrowthofonlineservicesintravelandtourism.Themajorinitiativesinthepastwhichaffectstrendsinonlinetravelindustryhavebeendiscussed.Thesectiondealswiththepropensityofconsumertouseonlinemodeofservice.Alongwiththis,aspecialfocusinthestudyisgiventothegrowthinthesupportingindustriescoveringinternetusagepatterns,theimpactsofmobileservicesandbroadbandconnectionsononlinetravelbusinessaddingauniquevaluetothework.Thenextsectiondealswiththemeasurestakenbythegovernmenttopromoteonlinemodeofservicewhichplaysasignificantroleindevelopmentofanyindustry.Finallythelastsectioncontainschallengesandrecommendationinthissectorofe-commerce.
ABriefSurveyofOnlineTravelandTourismIndustry
Asevidentfromthegraph,e-commercemarketislargelyskewedtothe"
onlinetravel"
sectorwithatotalshareof76percentofentiree-commercemarketin2009.TheonlinetravelindustryincreasedfromRs.10,500croreinDecember2008toRs14,953croreinDecember2009showinga
growthof42.2percent(IAMAI,2011).ItisexpectedtoincreasetoRs25,258crorebyDecember2010andRs37,890crorebyDecember2011(IAMAI,2011).
Onlinetravelmarketisthemostcrowdedarenainthee-commercesegmentwithmanynewplayersenteringthisspace.Todaytheonlinetravelmarketboastsofmanyplayers,bothdomesticandinternational,vyingfortheIndiantraveler'
sattentionandpreference.Thousandsofpeoplebookticketsonlineforrailways,flights,buses,etc.Onlinetravelagencies(OTA)suchas,,irctc.co.informthemajorpartofonlinetravelindustry.AccordingtoareportbycomScore(2011)ononlinetraveltrendsinIndia,theOTAsreachto45percentofthetravelwebsites.AsevidentfromTable1,Makemytrip,Yatra,Cleartrip,andTravelguruaretheleadingplayersintheOTAsegment.IXIGO,Ezeego1andZoomtraaretheleadingmeta-searchenginesinonlinetravel.AddedtothatairlinecompanieslikeSpiceJet,IndiGoinIndiaarecomingupwiththeirownportal,whichwillaffectOTAs(Timestravelacademy,2010).
MotivationsforTravelandTourisminIndia
SocialandreligiousbeliefsformamajorpartofholidaytravelamongIndians.DomestictravelinIndiaisunique,asitalsofocusesonvisitstopilgrimageplacesapartfromsightseeing.Religioustravelisbecomingahotsegmentinonlinetravelindustry.Toincreasetheattractivenessoftravelwebsites,customersarebombardedwithspecialdealsandpackagesforplanningtheirtravel(Smith,2004).Apartfromthese,employeesinthebankinggovernment'
snewLTCpolicyforclassBandclassCemployeesanddiscountsofferedbytheairlineanddiscountbyairlinestotheemployees(BusinessStandard,2009).MedicaltourismisanotheremergingareathatdrivespeopleinIndiatoutilizetravelservices.AccordingtoajointstudybytheConfederationofIndianIndustryandMcKinsey,Indianmedicaltourismwasestimatedat$350millionin2006andhasthepotentialtogrowintoa$2billionindustryby2012(PWC,2004).Thiscanbeattributedtocountry'
swell-educated,English-speakingmedicalstaff,state-of-theartprivatehospitalsanddiagnosticfacilities,andrelativelylowcosttoaddressthespiralinghealthcarecostsofthewesternworldaccordingtothereportbyPricewaterhouseCoopers.
TypesofOnlineTravelServices
AccordingtoGoogleIndia'
sreportononlinetraveltrend(2010),54.43percentqueriesrelatedtohotelsandaccommodation,27.45percentqueriesrelatedtoairtravel,8.74percentqueriesrelatedtoholidays.Theseformthebasicsectorswhichareofferedbytheonlinetravelcompanies.Thefigureshowsthemajorareasofserviceprovidedthroughaninternettoassistintravel.
Onlineticketbookingconsistsofbookingticketsfordomesticandinternationalflights,railways,andbuses.Anumberofwebsiteshaveenteredthissector.Anestimatednumberofticketssold(onlydomestic)perdayis275,680inwhich51,690ticketsaresoldthroughOTAsperday.AirtraveldominatesthecurrentonlinetravelindustryinIndiawith60percentplusmarketshare(TimesTravelAcademy,2010).Competitioninonlineticketbookingishowevermovinggraduallyfromairtonon-airsegment.Marketshareforonlinerailwayticketsbookinghasseenandgovernmentsectorreceivespecialratesandconcessions(LTC)forvacationsonceayear.AirIndia'
sdailypassengercarriageaveragefromacrossthecountrymarkedanincreaseinMay,whichwas24,290againstApril'
saverageof21,900whichwasattributedtotheasignificantincreasewhichislargelyattributedtoIndianRailwayCateringandTourismCorporation(IRCTC),apublicsectorundertakingfullyownedbyMinistryofRailways,whichhasbecomeoneofthelargestplayersinthee-commerceindustrynow.Theestimatedgrosssalesfor2008-09standatRs3,400crore,makingIRCTCthelargestcontributortoe-commerceinthecountry(BusinessStandard,2009).
TappingNewTechnologies
Traditionallycomputershavebeenusedasamediumforonlinetravelserviceproviderstointeractwiththeconsumers.However,itisnowmovingtowardsmobilewhichistermedasm-travel(Timestravelacademy,2010).Earlier,mobilesuserswereabletobookticketsonlyusingtheavailableappslikePaymate,Ngpay,andAtomwhichworksonmanyplatformsincludingJava,Symbian,andandroid.ButwiththeintroductionofIRCTC'
sownmobilewebsitewhichisaccessiblefromany
GPRS-enabledphone,thetaskseemsmucheasier(SiliconIndia,2012).IRCTCalsoplansonlaunchingamobileapplicationforthefullversionofwebsite.Theutilizationofmeta-searchenginesisanotherlatestinnovationinthisindustry.IXIGO,Ezeego1,andZoomtraaretheleadingmeta-searchenginesinonlinetravel.Thesewebsitessearchacrossmultipleairline,hotel,train,andbusbookingsitestofindthebesttraveldeals.AccordingtoFounder-CEOofiXiGO.com,distributioncostsformsthirdbiggestexpenseitemontheP&
LsofairlinesinIndia.Meta-searchmodel'
sgrowthinIndiaisreducingdistributioncoststhroughefficientonlinecustomeracquisitionandishelpingaccelerateancillaryrevenuegeneration(BusinessWireIndia,2009).
FactorsDrivingtheDevelopmentoftheIndianOnlineTravelIndustry
Internetpenetrationhasadirectcorrelationwiththegrowthofeveryonlinebusinessincludingonlinetravelservices.State-ownedVideshSancharNigamLimited(VSNL)launchedinternetservicesinIndiainAugust1995whichopenednewvistasforcommunication.Fouryearslater,theGovernmentofIndiaop
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