Analyzing the Travel Business Value Chain Network Structure

This study takes a holistic approach to examining how shifts in the travel industry environment have reshaped the structure of travel value chain networks. Drawing on business value chain network theory, this study first identifies the various actors involved in the travel product development process and then investigates the resources these actors possess, and classifies these actors into “cohesive communities” based on the characteristics of their possessed resources. The analysis then assesses the interconnectivity that arises from transaction flows within the travel value chain network. Findings reveal that six types of actors participate in the travel value chain network, forming four distinct cohesive communities. Their transactional relationships fall largely into six categories. Additionally, distinct settlement systems involving fees and advertising costs emerge based on the specific types of online platforms used.These results provide a foundation for diagnosing the structure of the travel value chain network. The results suggest that retailers, who represent a weaker link in the network, should pursue differentiated content development and business model innovation. Future research should explore in greater depth how the travel value chain network evolves over time.