中国旅游研究院（文化和旅游部数据中心）成立于2008年，由中华人民共和国国家旅游局党组研究决定成立，为中华人民共和国文化和旅游部直属的专业研究机构。

中国旅游研究院重点开展旅游业发展基础理论、政策和重点、热点问题的研究,参与旅游业发展规划的研究、编制和论证，为地方报审的旅游业发展规划审查提供相关技术支持，承担旅游统计数据的收集整理与分析预测，旅游统计科学的研究及国际旅游统计的交流与合作，开展旅游领域高层次人才培养和国际国内学术交流工作。

报告复盘了2020年疫情之下旅行服务业的应对、变化与挑战，对疫情初期出现的“大规模退订”、疫情中期行业中火热的“直播”实践、疫情后期行业广泛热议的“转型探索”展开了深度剖析，并对业内广泛关注的焦点话题做出了学术回应。

第一章　复盘2020：疫情下的旅行服业 ·········································· 1

一、疫情对旅行服务业的影响 ···················································· 3

二、疫情期间旅行服务业的守成与创新 ········································· 7

三、旅行服务业振兴与高质量发展 ············································· 11

第二章　契约引领 ······································································ 13

一、多维度审视“无损退订” ··················································· 15

二、常态化契约制度的建立 ····················································· 18

三、引导全行业形成并强化契约意识 ·········································· 21

第三章　人际分发 ······································································ 27

一、旅游产品分发渠道变迁 ····················································· 29

二、人本身成为渠道 ······························································ 31

三、“优质产品（内容）即流量”从未过时 ·································· 35

四、从定制师到经纪人的猜想 ··················································· 38

第四章　供应链变革 ··································································· 41

一、由隐到显的供应链 ··························································· 43

二、短链化的供应链 ······························································ 44

三、从供应链到生态圈 ··························································· 47

四、供应链变革带来的挑战 ····················································· 48

第五章　关于旅行服务业观念的破与立 ············································· 53

一、广义旅行服务业内的创新从未停止 ········································ 55

二、市场主体应承担共同而有区别的被监督责任 ····························· 56

三、旅行服务不可取代，但需专业化创新 ····································· 58

四、低价游需要引导，但不合理的低价游必须监管 ·························· 60

五、给游客一个组团的理由 ····················································· 61