近年来，在国家大力鼓励旅游行业发展的宏观政策环境背景下，随着互联网快速发展，在线旅游网站伴随着电商平台应运而生。旅行社从原来的线下门店，开始转向互联网线上的销售。当机票、酒店、租车、邮轮逐步走入现代中国人的生活中，用户从不同在线旅游网站选择价格和有竞争力的旅游产品，用户在消费的同时给予评价反馈，对所使用的产品（包括酒店、机票、目的地景点等）进行详细准确的描述，这些用户口碑信息成为影响甚至于决定未来用户购买产品的重要因素。互联网2.0时代的来临，为用户带来了各种便利，让用户获得丰富信息的同时可以成为信息发布的主体，向其他用户分享信息，用户口碑就是用户对网站反馈的一个重要因素。

通过参考国内外众多文献、结合大量第一手资料及数据，以用户口碑为切入点总结出不同经营模式并进行对比分析，为在线旅游公司提供经营参考。基于用户口碑的情感导向分类，对在线旅游网站的经营模式进行细分。通过介绍携程旅行网、缤客、猫途鹰、穷游网四家公司的企业概况、用户口碑现状，结合网站不同的经营模式进行分析，研究他们所处的市场环境以及发展过程中遇到的问题，分析用户口碑在消费者决策过程中的重要性。同时，从用户口碑的分类角度构建四个模式来介绍不同经营模式的特点，帮助解决企业经营模式中存在的问题，为企业的盈利及长远发展提供思路。本论文将结合国内外在线旅游网站，从用户口碑的不同分类角度，阐述不同公司经营模式的优劣。

通过研究发现处于不同发展阶段、不同市场细分的在线旅游网站，其用户口碑下的经营模式也各有特点：1）双高最优模式具有用户口碑好、销售高的经营特点，注重用户感知的同时，提升用户口碑对于产品的反馈；2）销售主导模式具备良好销售闭环，能够以各种促销手段达成销售，却忽视了重要的用户口碑，错失了部分用户订单，企业可以通过增强用户联系，对用户反馈密切关注来提升品牌在用户心中的形象；3）用户主导模式体现了企业对于用户的关注，但是从公司长远发展来看，用户口碑可以帮助企业实现销售转化达成最终利润；4）对于双低待转型模式的公司，用户口碑一般，供应链不完善致使销售业绩一般，需要尽快寻找机会转型，同时提升用户口碑好评度，积极开拓市场，寻求新的利润空间。这四种经营模式覆盖大部分在线旅游网站的经营类型，能够为其他同行业的公司提供经营模式参考，可以根据自己的经营模式与策略进行研究分析。

With the rapid development of the Internet and the open domestic policy, online travel websites have emerged along with the e-commerce platform, and travel agencies have changed from the original offline stores to the online sales model. As air tickets, hotels, car rentals, and cruises become common in people’s lives, users choose among the travel sites by comparing prices and business models. This thesis introduces the markets and the problems they might come into during business development. The paper aims to analyze the importance of word of mouth in the process of consumer decision-making, to help solve the problems existing in the business model of enterprises. There are four modes constructed to introduce the management characteristics and development ideas of different online tourism websites. This paper will elaborate on the advantages and disadvantages of different business models from different angles classified by the user's word-of-mouth, considering both the domestic and foreign tourism websites.

In this paper, by referring to a large number of domestic and foreign literature, taking the household reputation as the starting point, we classify the users’ word of mouth into positive and negative ones. Based on this, this paper classifies the business models of online tourism websites in detail. This paper introduces the general situation of four companies, including Ctrip, Booking, Tripadvisor and QYER.com, and analyzes their different business models. Through the combination of their market environment and problems encountered in the development process, this paper analyzes the importance of household reputation in the consumer decision-making process. It constructs four models based on user reputation to introduce the characteristics of different business models, help solve the problems existing in the business model, and provide ideas for the profit and long-term development of enterprises. This paper will combine the domestic and foreign online tourism websites, with the different classification of user's word-of-mouth, to elaborate the advantages and disadvantages of different business models.

Online tourism websites in different stages of development can have different business models categorized by word of mouth. Among them, the double high optimal model has good reputation and high sales. It pays attention to users' perception and improves users' feedback on products. The sales leading mode has a good sales closed-loop, which can achieve sales by various promotional means. Yet, it ignores the important user reputation which can cause order losses. The image of the brand can be strengthened by keeping close contacts with the users and paying much attention to user feedback. The user-oriented model reflects the concern of enterprises for users, but it is necessary to realize sales transformation in the long run. As for the companies with double low standards, they have low sales volume due to the unsatisfying user evaluation and imperfect supply chain. We need to find opportunities for transformation in time, improve their reputation, actively explore the market, and seek new profit growth.