Digital innovation of business models of tourism enterprises

Abstract

With the advent of the digital economy era, the digital innovation of business models has become a core issue for tourism enterprises to break through development bottlenecks and achieve sustainable growth. The COVID-19 pandemic has had a huge impact on the global tourism industry, accelerating the urgent need for digital transformation in the industry. However, currently, tourism enterprises still face problems such as insufficient theoretical guidance and vague paths in the digital innovation of their business models. TRIP.COM has been deeply engaged in digital development for many years, continuously transforming its business model and leading the way in the digital development of tourism enterprises. As a “leading enterprise” among Chinese tourism enterprises, TRIP.COM is typical. Therefore, analyzing this enterprise to reveal the main process and specific path of the digitization of tourism enterprises' business models provides important theoretical reference for the digital innovation of other tourism enterprises' business models.