TAF PUBLISHING

This paper constructs the evaluation research on Online Travel Agency (OTA) through the validative example of Ctrip.com on the innovative 3-tier business model, which consists of a competitive advantage facet, a conceptual model, and a financial model. Competitive advantage is the most important core concept in the field of business strategy, and it is also the sum of the performance of enterprises in the competitive market. The conceptual model describes the idea of a new business which is useful to explain a business. The financial model provides the new business numbers, which makes the business model accountable and measurable. By integrating the financial model and the conceptual model, the overall synergy of competitive advantage is exerted. The findings show that the OTA enterprises continuously develop in the process, broaden the market space of Internet travel services, and provide more consumption options and travel experience for tourists, thereby creating more value for the tourism industry. Simultaneously, this paper also analyzes the evolution law of the innovative business model on OTA, and Ctrip.com is taken as a case study example to validate the proposed business model. The research conclusion can be used as a theoretical reference for the development of the OTA enterprises. And we believe that this paper will stimulate future empirical research on this important topic and positive implications for managers and policymakers of firms.