A study on the travel E-Commerce alliance based on transaction cost theory

Travel E-Commerce alliance can speed up the development of tourism. This paper, based on the transaction cost theory, analyzes the transaction cost model of travel E-Commerce alliance, and discusses the influence of alliance on transaction cost by transaction dimensions. The results show that Cautious selection of cooperative partners, rational principle of capital input, resource integration, trust mechanism, and constraint mechanism can effectively reduce the transaction cost, which promotes the stability and prosperity of travel E-Commerce alliance.