Abstract:

The development and application of “Internet + tourism” has changed the structure, business practices, and strategies of the tourism industry significantly, and it has increased the competition and cooperation between online travel agencies (OTAs) and traditional (offline) travel agencies (TTAs). This paper takes the competition and cooperation between OTAs and TTAs as the research object and uses grounded theory to analyze the interviews of the two kinds of tourism enterprises. A co-competition theory model is developed based on the co-competition two-dimensional model, which explores the push, pull, and resistance of the co-competition process with regards to its antecedent variables, interactions, and evolutions. The results indicate that the strategic needs, resource heterogeneity, and risk sharing of tourism enterprises promote the formation and development of co-competition theory. Providing comprehensive service, sharing tourism information, and developing professional talent promote the evolution of co-competition theory. The uneven distribution of interests, corporate culture differences, and single or blocked communication channels hinder the deepening of co-competition theory. This study clarifies the co-competition mechanism between OTAs and TTAs for the first time and has great significance for the deep integration, mutual benefit, and win-win of online and offline tourism enterprises in practice.

Key words: online travel agency, traditional travel agency, online and offline, grounded theory method, co-competition

摘要：

“互联网+旅游”模式的发展与应用,改变了我国旅游市场的结构、实践方式与营销策略,加大了旅游业线上与线下业务的竞争与合作。本文以在线旅行社（线上）与传统旅行社（线下）的竞争与合作问题为研究对象,运用扎根理论分析方法对在线旅行社和传统旅行社的访谈信息进行挖掘,基于竞合二维模型构建竞合理论模型,从竞合的成因、互动与演化等视角,探索竞合过程的“推、拉、阻”等作用力。研究结果表明,旅游企业的战略需求、资源异质性以及风险分摊等因素推动竞合关系的形成和发展,提供综合服务、旅游信息共享、专业人才发展等因素拉动竞合关系演变,利益分配不均、企业文化差异性以及沟通渠道单一或闭塞等因素阻碍竞合关系的深入。本研究首次厘清了在线旅行社与传统旅行社的竞合机制,对实现线上与线下旅游企业的深度融合与互利共赢具有借鉴意义。

关键词: 在线旅行社, 传统旅行社, 线上线下, 扎根理论, 竞合