The global financial crisis has affected all countries during the period 2007-2014. Tourist companies, especially in Italy, play a significant role in the economy of a country. The performance of tourism companies, and in particular hotels and travel agencies and tour operators, will be analysed in this paper, relative to the period of the crisis. The aim of this paper is to analyze profitability dynamics of the aforementioned tourist companies, to check whether they have suffered the effects of the global crisis. To this end, data from AIDA database relating to Italian companies in the sector were used. The profitability of these companies has been analyzed using the main profitability ratios, ROI and ROS ratios. An analysis of the trends and ANOVA of these ratios was carried out for the period 2007-2015. In this way, it has been verified whether the global crisis has affected profitability dynamics of hotels and travel agencies and tour operators in Italy. There is a parallelism in the trends of the main operators' indices in the three Italian macro-regions. The best performance is in the South, in a less developed economic context. The crisis has reduced the income indices in the first three years, even if the figure remains positive. Since 2012 there is a clear recovery, especially for hotels; intermediaries, on the other hand, suffer from competition from websites. However, the indices confirm the close relationship between travel agencies, tour operators and hotels. ROI mainly rewards first, while ROS intermediaries.

With the advancement of science and technology and the advent of the digital economy, the digital economy has become a new driving force for economic development, and the digital economy industry at home and abroad is facing new opportunities for survival and development. However, due to the special development model and profit mode of the digital economy industry, the traditional performance evaluation method is no longer applicable, so it is particularly important to improve the previous performance evaluation method. This paper first adjusts the customer value assessment (CLV) model according to the characteristics of the digital economy industry, and then analyzes the traditional EVA based on the adjusted user value assessment (ULV) model of the digital economy industry. The performance evaluation system is improved, and the representative enterprises of Alibaba, JD and Pinduoduo in the digital economy industry are selected for performance evaluation and analysis, and the user value performance evaluation model of the digital economy industry is integrated, innovated and standardized, in order to provide reference and reference for the follow-up research and practice of performance evaluation in the digital economy industry.