Management Strategies of Tourism Enterprises under the Background of “Internet Plus”

Abstract

In the “Internet Plus” era, China’s tourism industry is experiencing profound structural transformation driven by digital technologies and evolving consumer behavior. Traditional travel agencies and business models are increasingly challenged by online platforms, data-driven marketing, and the growing demand for personalized travel experiences. This study investigates strategic management adaptation among tourism enterprises within this changing environment by analyzing the evolution of the tourism value chain and the role transformation of travel agencies. Drawing on policy analysis, market data, and a big data–driven CPCR innovation framework, this research identifies emerging trends in digital integration, online–offline collaboration, and consumer participation. The results demonstrate that tourism enterprises leveraging information technology, big data analytics, and cross-platform collaboration achieve higher service efficiency, optimized resource allocation, and enhanced customer experience. Moreover, the “Internet Plus” paradigm is shown to reshape enterprise structures and facilitate value co-creation between suppliers and consumers. The study contributes theoretical and managerial implications for promoting sustainable development and strategic upgrading of China’s tourism industry in the digital economy era.