From 1999 to 2019, China's cultural tourism industry accelerated its embrace of online consumption for two decades. The Internet has risen rapidly to blossoming everywhere, and its development on the consumer side has also moved from budding to maturity, and by moving offline travel, leisure and other scenarios to online, the transfer of cultural tourism-related consumption from offline to online has been realized.
From the perspective of evolution path, online is the first step of digital transformation, with the increasing demand for digital applications, the cultural and tourism industry has created mobile intelligent solutions, the trend of platformization has emerged, and the collective process of digital and intelligent transformation has started and accelerated its penetration into the consumer side.
For example, in the early days, people often relied on offline channels such as ticket halls, stations, and attraction windows to purchase tickets, but now online ticket purchase has gradually become the main channel for passengers to purchase tickets. Since the launch of 12306, the official platforms of many airlines, and the apps of major cultural and tourism companies such as Ctrip, we have basically bid farewell to the era of "human flesh ticket purchase".
According to the data disclosed by the Internet Society of China, although the tourism industry has been hit hard in the past three years of the epidemic, the penetration rate of ** tourism has shown a steady increase and is expected to reach 60%, which is close to the level of its counterparts in developed countries in Europe and the United States, and has even surpassed some European markets in some mobile formats. It can be seen that the digital intelligence of the consumer side of the cultural tourism industry has entered the "deep water area".
The focus of the development of the cultural tourism industry has shifted to the digital and intelligent deployment of the industrial side. One of the signs is the gradual improvement of the new digital and intelligent infrastructure of the entire cultural and tourism industry. In the aforementioned stage, although many companies have expanded online channels, there are still many traditional cultural tourism consumption scenarios, such as tourist centers in scenic spots, passenger stations, etc., and the digital layout is still in its infancy.
At present, the entire OTP (** travel service platform) and other cultural and tourism enterprises are accelerating the research of key core technologies of digitalization and consolidating the digital infrastructure, which we can see from the promotion and application of SaaS. Accelerate the coverage of industrial digital intelligence, so that many participants such as scenic spots, tourism service enterprises, catering stores, media enterprises, transportation and passenger transport enterprises, hotels, and consumers can achieve stronger interconnection.
The second is that the importance of the construction and maintenance of the digital and intelligent ecology has been significantly deepened. In the past few years, various cultural and tourism enterprises have tended to pay attention to the upgrading and transformation of their own digital intelligence, but it is difficult to support them alone, and the construction of industrial ecology is imperative. At this stage, the industry as a whole focuses more on establishing an ecosystem based on large platforms and large enterprises, realizing the initial transformation of business processes and industrial chains, and realizing efficient upstream and downstream supporting of the industrial chain.