中国旅游电商政策的演进与发展趋势  

The evolution and development trend of China′s tourism e-commerce policies

作　　者：黄平芳[1] 李勇 李梁平 HUANG Pingfang;LI Yong;LI Liangping(School of Historic Culture and Tourism,Gannan Normal University,Ganzhou 341000,China;School of Historic Geography and Tourism,Shangrao Normal University,Shangrao 334001,China)

机构地区：[1]赣南师范大学历史文化与旅游学院,江西赣州341000 [2]上饶师范学院历史地理与旅游学院,江西上饶334001

出　　处：《资源开发与市场》2024年第1期99-107,共9页Resource Development & Market

基　　金：国家自然科学基金项目(编号:41761026);江西省高校人文社科项目(编号:GL21240);江西省研究生创新专项资金项目(编号:YC2022-s933)。

摘　　要：以186份中国旅游电商相关政策文件为研究样本,综合使用政策计量、数据分析和人工判读等方法,全面梳理了中国旅游电商领域政策发展历程及演变特征,为今后更好地制定相关政策、促进旅游电商经济发展提供启示和借鉴。结果发现:中国旅游电商政策演进大致可分为4个阶段,分别是2001—2008年萌芽期、2009—2014年起步期、2015—2019年上升期、2020年至今成长期;旅游电商政策主要内容包括在线旅游企业和平台监管、扶贫语境下乡村旅游电商发展、智慧旅游和电商促产业发展等三大类,整体呈现出发文主体多方参与但合力不足、发文主题与时俱进并不断丰富等特征。未来需要在电商行业市场秩序监管、数字文旅产业创新、业态融合力促部门深化合作、乡村振兴配套政策支持等方面增加政策关注。Taking 186 China′s tourism e-commerce policy documents as research samples,this paper used policy measurement,data analysis,and manual interpretation to sort out the history and evolutionary characteristics of China′s policy development in the field of tourism e-commerce.This will provide insights and reference for better formulating relevant policies,promoting the development of tourism e-commerce economy in the future.The results showed that:The evolution of China′s tourism e-commerce policies could be divided into four stages,namely,the sprouting period from 2001 to 2008,the starting period from 2009 to 2014,the rising period from 2015 to 2019,and the growth period from 2020 to the present.The main content of the policy included three major categories,including the regulation of online tourism enterprises and platforms,the development of rural tourism e-commerce in the context of poverty alleviation,the development of smart tourism and e-commerce for industrial development.It′s presented the characteristics that multi-sectoral participation but lack of synergy,and the policy theme advancing with the times.In the future,government need to increase policy attention in the areas of industry order regulation,tourism industry innovation,deepening sectoral cooperation,and supporting policies for rural revitalization.

关 键 词：旅游电商 政策演进 政策计量 政策趋势 

分 类 号：F592.0[经济管理—旅游管理]