Abstract
This paper investigates the development and collaborative models within the smart tourism supply chain, focusing on Online Travel Agencies (OTAs), scenic spots, and the roles of core stakeholders in facilitating smart tourism. It highlights the status of smart tourism development, particularly in the context of Jiangxi Province, and explores the evolution of OTAs and scenic spots towards smart tourism amidst the challenges posed by the pandemic. Three main collaboration models are identified: the independent development model, the regional smart tourism supply chain collaboration model, and the holistic smart tourism supply chain collaboration model, each with distinct characteristics and implications for stakeholders. By analyzing these models, the paper identifies existing issues within the smart tourism supply chain, including the need for better integration of smaller scenic spots and the pivotal role of tourism management institutions in fostering a more inclusive and sustainable smart tourism ecosystem. The findings suggest pathways for enhancing collaboration and sustainability in the smart tourism supply chain, emphasizing the importance of strategic partnerships and policy support.
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