AI驱动下的旅游电商变革

Artificial Intelligence-Driven Innovation in Travel E-Commerce

摘要: 在“悦己经济”背景下，旅游消费逐渐由功能导向情感价值导向转型，消费者更加关注个性化体验、情感满足及自我实现。这一趋势对旅游电商平台的服务精准性和智能化水平提出了更高要求，而传统平台在推荐机制、交互体验及服务响应等方面的局限性日益凸显。伴随人工智能在算法优化、数据处理和智能交互等领域的不断突破，旅游电商在精准营销与体验优化方面获得了新的技术路径。本文以用户“悦己化”需求为切入点，运用文献综述与典型案例分析法，系统梳理旅游电商在信息过载、数据隐私、服务同质化及智能系统适配性等方面的核心挑战，探讨AI在智能推荐、动态定价、智能客服及内容生成等关键环节的应用价值，并分析自然语言处理、图像识别等核心技术的实践作用，为旅游电商平台的智能化转型提供理论支持与实践参考。

Abstract: Under the influence of the “self-pleasing economy,” tourism consumption is gradually shifting from function-oriented to emotion-oriented, with consumers placing greater emphasis on personalized experiences, emotional satisfaction, and self-fulfillment. This trend imposes higher demands on the precision and intelligence of travel e-commerce platforms, while the limitations of traditional platforms in recommendation mechanisms, interactive experiences, and service responsiveness are becoming increasingly evident. With breakthroughs in artificial intelligence (AI) across algorithm optimization, data processing, and intelligent interaction, travel e-commerce has gained new technological pathways for precision marketing and experience optimization. This paper takes users’ “self-pleasing” demands as a starting point and employs literature review and case study analysis to systematically examine the core challenges faced by travel e-commerce, such as information overload, data privacy, service homogenization, and intelligent system adaptability. It explores the application value of AI in key areas such as intelligent recommendation, dynamic pricing, intelligent customer service, and content generation, while analyzing the practical role of core technologies like natural language processing and image recognition. The study aims to provide theoretical support and practical references for the intelligent transformation of travel e-commerce platforms.