Research on virtual value chain model of smart travel agency under the background of digital media

In the context of digital media, new concepts such as "smart tourism" and "big data tourism" began to appear in people's vision. Under this influence, the business model and value chain of travel agencies have also changed. By integrating with the above concepts, travel agencies can not only keep pace with the times, but also virtualize the entity operation, so as to reflect the value of the physical value chain of travel agencies in a more intelligent and information-based way. Based on this, under the background of digital media, this paper takes travel agencies as the research object, and builds a virtual value chain model for them, in order to make travel agencies transform towards intelligence.