“Based on the current data，OTA has little influence on passenger flow in tourist destinations”，The subtext of Qin Aiming may be，Current OTA tickets、On the leisure and vacation market，It has not yet reached the level of "conquering the world with its traffic"。Want to compete with OTA for voice，Don’t miss this time。

However，It is undeniable，With the development of mobile Internet and mobile payment，More and more tourists choose to book through the Internet and mobile phones at lower prices、More convenient electronic tickets，Swipe the QR code or ID card 188bet online sports betting to enter the park。It can be said，Getting traffic online is the choice to adapt to the changes of the times。

In the eyes of many scenic spot managers，OTA is just a publicity and promotion platform and distribution platform for the scenic spot。It takes full advantage of network interconnection，Timely communication and promotion through the Internet、Diversification、Conveniently organize various information to guide tourists to choose the products they recommend。

However，With the growth of individual passenger market，OTA seems to have not achieved the expectations of most scenic spots in the individual travel market。The reason，A staff member of a scenic spot in Liaoning told TBO (Tourism Business Observation)，“OTA does not really act as a service provider to plan activities from the perspective of scenic spots，Extract selling points，Drive Sales。”

“Chengye Network，Baiye Network。" said Wang Mengqiu, general manager of Nangong Scenic Area，OTA lacks offline communication，Not enough understanding of the scenic spot，So it is difficult to make effective promotion based on the actual situation of the scenic spot。

On the other hand，Price confusion caused by low prices competing for customer flow，It also makes the scenic spots “both love and hate” OTAs。As a third-party platform serving scenic spots and tourists，Zhang Wenwei, the founder of Scenic Area Treasure, thinks，“Scenic spots love OTAs which can help them bring more tourists，Increase ticket sales；But I hate OTA for disrupting order，Adjust ticket prices at will，Causing management chaos。”

However，Zhang Wenwei 188bet app download also pointed out，The main problem here is not OTA’s problem – their ticketing mainly comes from wholesalers。"The wholesaler settles with the scenic spot himself，As for other sales channels，I can’t control the scenic spots。”

How to play in scenic spots and OTA？This is an issue currently facing the two that needs to be discussed together。Qin Aiming gives a direct sales method for scenic spots to build their own official website platform。How operational is this method？

In Wang Mengqiu’s opinion，It is not impossible for scenic spots to build their own official website platform for direct sales，But if the self-built official website only uses its own resources and the resources within the jurisdiction of the scenic spot to host this platform，Destined to die。

Ding Junwei, general manager of Changzhou Play Valley Scenic Area, told TBO (Tourism Business Observation)，They are also trying to develop in this direction，In the future, there will be fewer options to cooperate with some OTAs。“But there is a shortage of talents who truly understand Internet operations and have practical experience in scenic spots，This is a problem facing most scenic spots。”he said。

“I really want to try this path，First, we need to integrate related products in surrounding scenic spots and tourism service chains，Form a comprehensive destination or regional destination tourism website；The second is to fully explore、Use and integrate the publicity channels of various cooperative scenic spots and other products to promote；The third is to make extensive use of regional agents and other OTAs，Form product interaction and interface interoperability。”

Wang Mengqiu’s point of view is very straightforward: “Even so，It is still very difficult for scenic spots to build their own official websites for direct sales，Personnel、Technology、Funds will always be a hindrance for the scenic spot to do this，Otherwise, this is just for your own entertainment。”

“At the same time, a strong product team must be formed；Page settings user experience and offline interaction section，Also needs strong support。" he said。

Wang Mengqiu believes that the above are all problems that need to be solved if scenic spots want to take the road of "independence" - but this may only be something that powerful scenic spots can "think about"，Most small and medium-sized scenic spots still have to rely on OTA to implement changes that cater to the development trend of the Internet。

Seems，The scenic spot is now in an embarrassing situation。Under the carrier of OTA，How scenic spots should break through？How to seek new cooperative relationships with OTAs？

Analysis by industry insiders，Scenic spots and OTAs should be closely integrated，Upgrade the entire scenic spot to an OTS (online travel supplier，Online travel supplier)。

In imagination，OTS should have a system-wide intelligent platform for scenic spots，includes distribution、Operation and settlement platform。It can upgrade the scenic spot industry through in-depth cooperation with OTA，Income from ticket sales alone，Upgraded to a large tourism platform for all industrial chains around the scenic area。

“The scenic spot is responsible for integrating local resources、Standardized and electronically，Incorporated 188bet Online Sports Betting and Casino into the platform management of scenic spots；OTA has strong distribution and publicity capabilities，Can be connected to the scenic spot platform for publicity and distribution。" the person told TBO。

This is a plan to get the best of both worlds, but it is still early to be realized.

Strong consulting data display，2014，The total transaction volume of China’s scenic spot ticket booking market is approximately 89.9 billion yuan，Among them，Online channel ticket booking transaction volume is approximately 49.200 million yuan，Online penetration rate is about 5.5%，Non-online channel ticket transaction volume is approximately 849.800 million yuan，About 94 of the total transaction volume.5%。

“A low share just shows that the market has a low degree of evolution，The future space and opportunities are huge。”In the opinion of an industry insider，The game between scenic spots and OTA is just the beginning，There is still a long story ahead，It will definitely be exciting。Transforming the supply chain through technological means，Perhaps it will be the highlight of this "offensive and defensive battle"。TBO will also continue to pay attention to this topic。