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旅游供给侧改革是在市场供需结构性矛盾、旅游信息化和旅游业转型升级推动下的变革,主要聚焦于旅游产品结构和供给效率,政府制度供给不足,市场资源配置和企业创新等三大问题。信息化是旅游供给侧改革的重要动力,旅游信息化颠覆性地改变了旅游交易方式和渠道,从根本上改变了先付款后消费、旅游产品消费事前无知、事后无助的状况。旅游信息化有利于推进产品质量标准化、透明化,有利于提升旅游第三方担保、交易信息可追溯、可取证等风险控制环节,成为旅游产业向现代服务业转型的必由途径。在旅游信息化推进供给侧改革的市场博弈中,呈现出旅游者、旅游电商、政府监督部门合力向旅游经营企业施压的倒逼态势,使得中小旅游企业在信息化中处于相对被动的地位。因此,信息化过程不仅改变了市场博弈参与人的预期收益,也会改变旅游市场格局。
The tourism supply-side reform is a revolution driven by the structural contradictions in the market supply and demand, tourism informationization and the tourism industry transformation and upgrading. The reform mainly focuses on the three major issues of tourism product structure and supply efficiency, insufficient supply of government system, market resource allocation and enterprise innovation . Informationization is an important driving force for tourism supply-side reform. Tourism information revolutionized tourism transaction methods and channels in a subversive manner, fundamentally changing the conditions of prior-paid and post-payment consumption and travel product consumption in advance, ignorance and helplessness. Tourism information is conducive to promoting product quality standardization and transparency, is conducive to enhancing third-party travel guarantee, transaction information traceability, evidence-based risk control links, as the tourism industry to the modern service industry the only way to transition. In the market game in which tourism informatization promotes supply-side reform, it shows that the tourists, tourism electricity providers and government supervisory departments work together to exert pressure on tourism management companies, making the small and medium-sized tourism enterprises relatively passive in informationization . Therefore, the process of informatization not only changes the expected return of participants in the market game, but also changes the pattern of the tourism market.