Analysis of the Current Situation of Tourism E-commerce Marketing in the Context of Information Technology and Research on Innovative Strategies

Abstract The rapid development of information technology makes tourism e-commerce become an important driving force for tourism development. This paper analyzes the problems of tourism e-commerce marketing mode in A town and designs a tourism e-commerce platform, aiming to provide innovative strategies for tourism e-commerce marketing in A town. In addition, this paper utilizes a fuzzy judgment model based on hierarchical analysis to quantitatively assess the differences in e-commerce marketing of tourist attractions in A town before and after the use of the platform. This paper finds that the coverage of A town attractions in mainstream tourism e-commerce apps is low, and tourists’ comprehensive evaluation of the current tourism e-commerce marketing model of A town is low. The measured average response time of the platform constructed in this paper in different scenarios is stable between 1.97s~2.95s, which is better than the mainstream platform. The average satisfaction of tourists to the platform of this paper is in the standard of “satisfied” grade. In this paper, the platform improved the scores of “products and services”, “finance”, “employee level”, “social value” and “partners” of town A scenic spots, which increased by 10.18%, 8.47%, 8.04%, 13.17% and 8.70%, respectively. In summary, this paper promotes the development of tourism e-commerce in town A.