近年来，旅游行业作为一大国民经济支柱，处于不断上涨的情势，数字化、智能化等科技发展使得旅游业得到极高的发展速度，整体旅游经济呈现大幅上升。但伴随的互联网融入旅游行业，旅行社不再以传统的模式经营，互联网+旅游形成新的领域，旅行社同时面临着各种新的挑战。自助游、线上导游等线上旅游不断蚕食线下线旅游市场。看似大好前景的旅游行业，却是实体旅行社中的一股暗涌。实体旅行社为对抗线上的普遍化，利润一降再降，甚至出现亏损。行业盈利能力下降，整体市场份额偏低，极大地威胁实体旅行社的生存环境。要生存就必须适应时代，改革发展。因此，深入了解实体旅行社的现存困境，研究融入时代发展的对策对促进实体旅行社转危为安具有重大意义。本文以南宁东游记旅游管理公司为例，结合广西区域的旅游环境现状进行研究。对竞争对手与合作伙伴的调查，向资深从业者访谈，利用东游记和调查数据为导向，运用访谈法、文献调查法、SWOT 分析法等作出结论。关键词：实体旅行社；生存环境；时代发展；旅游业Abstract In recent years, the tourism industry, as a pillar of the national economy, is in a rising situation. With the development of digitalization, intelligence and other technologies, the tourism industry has achieved a very high speed of development and the overall tourism economy has shown a substantial increase. However, with the integration of the Internet into the tourism industry, travel agencies no longer operate in the traditional mode. Internet + tourism has formed a new field, and travel agencies are facing various new challenges at the same time. Self-service travel, online tour guide and other online tourism is encroaching on the offline tourism market. The travel industry, which seems to have a bright future, is a dark surge among bricks-and-mortar travel agencies. In order to combat the universalization of the online, the entity travel agency profits drop again and again, even a loss. The declining profitability of the industry and the low overall market share great...
