Author(s)

Sun Wei, Li Heng, Zhang Jiajia, Nie Jinyun

Corresponding Author

Sun Wei

Abstract

The integration of online and offline channels of travel agencies in China has become the trend of the times. Based on the review of theoretical research on omni-channel retailing, this paper analyzes the causes, typical models and existing problems of online and offline channel integration of travel agencies in China, and proposes the optimization strategies for the development of online and offline channel integration of travel agencies. This paper expands the application scope of omni-channel retail theory and provides a certain reference for the sustainable and healthy development of online and offline travel agencies in China.

Keywords

Travel agency; Omni-channel retail; Ota; Channel integration; Strategy