Exploration and Evaluation of Ctrip's Current Strategies Based on Strategic Decision Analysis Tools

Tourism is one of today's focal research topics, primarily concentrating on an in-depth exploration of the multidimensional factors driving the development of the tourism industry, as well as new pathways towards high-quality growth. Meanwhile, Tourism as an important pillar of modern economy, its high-quality development path exploration is particularly important. Despite extensive academic research on tourism policies, market trends, and consumer behavior, there is still a significant lack of studies at the corporate level. This deficiency is particularly noticeable in areas such as operational model innovation, the implementation of sustainable development strategies, and the use of technology to enhance services. Consequently, this dissertation undertakes a study of Ctrip, analysing its current globalisation strategy, ESG sustainability strategy, and AI empowerment strategy using STP, PEST, and SWOT analysis theories. Through this analysis, Ctrip can clearly comprehend and deeply implement these three strategies, leverage their strengths, further promote corporate development, and contribute to the tourism industry.