Differential Application of OMO Model in Tourism Shopping

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Bing Fu
Hsun Hsieh Ming


Changes in consumer demand and the development of retail infrastructure have promoted the emergence of the OMO (Online-Merge-Offline) model, which has become an effective way to resolve online and offline purchase conflicts. This study combines the characteristics of travel shopping and industry expert interviews to summarize the performance of the fusion dilemma that occurs when the OMO model is applied in the travel shopping market. Based on this, an OMO model that integrates the dilemma factors in the process of tourism shopping is differentiated and designed the model application process. The differentiated application of the OMO model transforms the precise flow of offline travel shopping, reconstructs customer consumption experience, extends offline consumption scenarios, enhances sales work motivation, and enhances the brand recognition of businesses, and effectively improves the sales performance of travel shopping businesses.


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