RESEARCH ON THE APPLICATION OF E-COMMERCE IN TOURISM FACTORIES

Tourism factories have become a new bright spot to attract tourists for leisure and recreation. In light of people's higher requirements for the service quality of tourism factories, it is necessary to improve the service quality and efficiency so as to enhance their competitive advantage. From August to September, 2020, this study obtained 37 valid questionnaires through a questionnaire survey. Through statistical analysis, it explored the correlation between market orientation, leadership style, business strategy, e-commerce application degree and business performance of tourism factories. The results show that the higher the application degree of e-commerce is, the more significant the positive impact on business performance will be. The higher the degree of market orientation is, the more significant the positive impact on the application of e-commerce will be. Different business strategies and leadership styles have significantly different degrees of impact on the application of e-commerce. Therefore, tourism factories can adopt market orientation, differentiation strategy and innovative and adaptive leadership style to improve the application degree of ecommerce and further achieve the goal of improving business performance.