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Travel Agency Operation and Management" Self-Study Examination Outline

Foreword

"Travel Agency Operation and Management" is a discipline that studies the rules of operation and management activities of travel agencies. The book mainly discusses the nature, characteristics, and functions of a travel agency, the basic procedures for setting up a travel agency, tourism city requirements, travel agency product development, sales management, travel agency promotion, travel agency service management, financial management, and the development trends of the Chinese travel agency industry.

After studying the course "Travel Agency Operation and Management", candidates must master the functions, business and classification of travel agencies, the elasticity of travel demand, factors affecting the establishment of travel agencies, the organizational design and process reengineering of travel agencies, and China The development history and potential of the steering wheel travel agency industry will provide a systematic understanding of all aspects of travel agency operations and management, including travel agency product development, sales management, promotion management, service management, financial management, etc. In view of the strong application and operability characteristics of the "Travel Agency Operation and Management" course, candidates should integrate theory with practice during the learning process and cultivate their ability to use the knowledge they have learned to solve practical problems that arise in the operation and management of travel agencies.

This course uses the book "Travel Agency Operation and Management" edited by Guo Lufang and published by Zhejiang Science and Technology Press as the required reading material. There are nine chapters in the book, and the content of each chapter and appendices are included in this course. The scope of study and examination.

Chapter 1 Overview of Travel Agencies

A. Learning Objectives and Examination Requirements

Travel agencies are one of the three pillars of modern tourism. Tracing the origins of travel agencies, analyzing the social and historical reasons for the emergence of travel agencies, and understanding the nature and role, functions and business of travel agencies are the prerequisites for fully grasping the rules of travel agency operations and management activities. Through the study of this chapter, you are required to focus on mastering the following issues:

1. The background of the emergence of world travel agencies;

2. World Association of Travel Agents, World Federation of Travel Agents Associations, China The purpose of the Travel Agency Association;

3. The nature, characteristics and functions of travel agencies;

4. The functions and main businesses of travel agencies;

5. Types of travel agencies Different division methods.

B. Summary

Section 1: A brief history of the development of travel agencies

1. The emergence of travel agencies

(1) Historical background

(2) The emergence of travel agencies

2. The development of travel agencies

(1) The development of world travel agencies

(2) my country The Development of Travel Agencies

Section 2 The Nature and Function of Travel Agencies

1. The Concept of Travel Agencies

2. The Nature of Travel Agencies

( 1) Travel agencies are important intermediaries that communicate between tourism product producers and tourism consumers

(2) Travel agencies are enterprises with strong dependencies and difficult collaboration

3. Characteristics of travel agencies

(1) Travel agencies are personnel-intensive, decentralized, and mobile enterprises

(2) Travel agencies are highly dependent and difficult to collaborate An integrated enterprise

(3) A travel agency is an enterprise that integrates seasonal and regional business, complex external constraints, and unstable operating results

(4) A travel agency is an integrated enterprise An enterprise integrating wide contact and high self-discipline

IV. The role of travel agencies

(1) Travel agencies provide services for tourists’ consumption needs

(2) Travel agencies attract a large number of consumers for various travel service organizations

Section 3. Functions and Business of Travel Agencies

1. Functions of Travel Agencies

(1) Production (combination) function

(2) Organization and coordination ability

(3) Sales function

(4) Information consulting function

(5) Economic benefit distribution functions

2. The main business of travel agencies

(1) Undertake various entrusted agency services related to tourism

(2) Produce tourism products

(3) Promote and sell tourism products

(4) Provide intermediary services

(5) Receive tourists and organize tours

Section 4 The Establishment of a Travel Agency

A. Learning Purpose and Examination Requirements

The establishment of a travel agency is the beginning of travel agency operation and management. For those who are interested in being involved in the travel agency industry, understanding the contents of this chapter is crucial to doing a good job in the operation and management of travel agencies.

Through studying this chapter, candidates are required to understand and master the following issues:

1. Characteristics of travel agency work;

2. Quality requirements for travel agency managers;

3. Internal and external factors that affect the establishment of travel agencies;

4. Basic procedures for establishing domestic-funded travel agencies and Chinese and foreign-funded travel agencies;

5. The relationship between travel agency organizational design and process reengineering ;

6. The current status of travel agency organization design and business processes, organizational redesign and process reengineering.

B. Summary

Section 1 Occupational Requirements for Travel Agency Work

1. Characteristics of Travel Agency Work

(1) Service Directness

(2) Complexity of work

(3) Extensive knowledge

(4) Timeliness of business

< p> (5) Extensiveness of contacts

2. Quality requirements for travel agency managers

(1) Motivation for employment

(2) Knowledge structure

(3) Own abilities

(4) Physical and mental conditions

Section 2 Factors affecting the establishment of travel agencies

1. External factors affecting the establishment of travel agencies Factors

(1) Tourism development status

(2) Relevant national policies

(3) Regulations on travel agencies

2. Internal factors affecting the establishment of travel agencies

(1) Fund raising

(2) Selection of business premises

(3) Recruitment of employees

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(4) Establishment of collaboration network

(5) Organization of customer sources

Section 3 Basic procedures for establishing a travel agency

1. Basic procedures for establishing domestically funded travel

(1) Submission of application documents

(2) Agency review

(3) Issuance of travel agency business license

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(4) Apply for tax registration

2. Basic procedures for establishing a Sino-foreign joint venture travel agency

(1) Submit application documents

(2) Approval of joint venture travel agencies

Section 4 Organizational design and process reengineering of travel agencies

1. Concepts of organizational design, processes and process reengineering of travel agencies

(1) The concept of travel agency organizational design

(2) The concept of travel agency process and process reengineering

2. The relationship between travel agency organizational design and process reengineering

(1) Travel agency Organizational design is based on process reengineering

(2) Process reengineering of travel agencies will inevitably lead to corresponding organizational design

3. Current status analysis of travel agency organizational design and business processes< /p>

(1) Internal departments of travel agencies

(2) Current status analysis of travel agency organizational design

(3) Current status analysis of travel agency business processes

IV. Redesign and process reengineering of the travel agency organization

(1) Redesign of the travel agency organization

(2) Process reengineering of the travel agency business

< p>Chapter 3 Tourism Demand Analysis

A. Examination Requirements for Learning Purposes

Tourism demand is one of the decisive factors in travel agency product development. Understanding the basic characteristics of tourism demand and tourists' purchasing motivations, mastering the laws of tourism supply and demand, and the price elasticity, income elasticity, cross-elasticity, etc. of tourism demand are the basis for travel agencies to formulate correct product strategies and price strategies. Through studying this chapter, candidates are required to focus on the following issues:

1. Factors affecting tourism demand;

2. The role of tourism motivation in motivating people's tourism activities;

3. Types of tourists’ purchasing motivations;

4. Tourism demand curve, tourism supply curve;

5. Factors affecting the price elasticity of demand;

< p> 6. Income elasticity of tourism demand;

7. Evaluation of relevant factors of tourism demand.

B. Summary

Section 1. Basic characteristics of tourism demand

1. Overview of needs

2. Consumption demand

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3. Tourism demand

4. Factors affecting tourism demand

(1) Product factors

(2) Economic factors

(3) Objective factors of consumers

(4) Psychological factors of consumers

Section 2 Tourists’ purchasing motivations

1. Motives The concept and role of motivation

(1) The concept of motivation

(2) The role of motivation

2. Purchase motivation patterns and types

(1) Purchase motivation model

(2) Tourist purchase motivation types

3. Induction of purchase motivation

(1) Inducibility of purchase motivation Sexuality

(2) Implementing methods to induce purchase motivation

Section 3 Tourism Demand Analysis

1. Overview of Market Supply and Demand

(1) Demand curve

(2) Supply curve

2. Price elasticity of demand

3. Income elasticity of demand

4. Cross-elasticity of tourism demand

Section 4 Assessment of relevant factors of tourism demand

1. Assessment of population situation

2. Assessment of social purchasing power< /p>

3. Assessment of the composition of social consumption

4. Assessment of social consumption fashion

5. Assessment of savings

Chapter 4 Travel Agency Product Development

A. Learning purposes and examination requirements

Products are the basis for the survival of travel agencies. Without products, the operation and management of travel agencies would be impossible. Therefore, it is crucial to understand the characteristics and forms of travel agency products and have a deep understanding of the current status and direction of the development of international and domestic tourism products in my country. Through studying this chapter, candidates are required to understand and master the following issues:

1. Characteristics of travel agency products;

2. Form of travel agency products;

3. Travel agency The current situation of international tourism product development;

4. The necessity of diversifying travel agency products;

5. The main characteristics of domestic tourism products developed by my country’s travel agencies;

6. The direction of domestic tourism product development by travel agencies.

B. Summary

Section 1. Characteristics and forms of travel agency products

1. Characteristics of travel agency products

2. Travel agencies Product Form

(1) Single Service (Single Service)

(2) Package Tour (Pachage Tour)

(3) Semi-Package Tour (Semi-package Tour)

(4) Mini-package Tour (Mini-package Tour)

(5) Free Package Tour (Zero Package Tour)

(6) Joint Tour

Section 2 Travel Agency Product Development

1. International Tourism Product Development of my country’s Travel Agencies

(1) International Travel Agencies Current status of tourism product development

(2) Opening up a new situation of diversifying travel agency products

2. Development of domestic tourism products by my country’s travel agencies

(1) Implementing agency development The main characteristics of domestic tourism products

(2) The direction of domestic tourism product development by travel agencies

Chapter 5 Travel Agency Sales Management

A. Learning purposes and examinations Requirements

Travel agency sales management includes travel target market selection, sales channel management and travel price management. The quality of travel agency sales management is directly related to the success or failure of travel agency management. Through studying this chapter, candidates are required to master the following issues:

1. Factors that affect the selection of travel agencies’ target markets;

2. Factors that should be considered when selecting and adjusting travel intermediaries;

3. The components of travel agency group package prices;

4. Factors affecting the price of travel agency products.

B. Summary

Section 1: Selection of target market for travel agencies

1. Basis for selection of target market for travel agencies

(1) Disposable income of residents

(2) Regional population

(3) Distance

(4) International trade status

(5) ) Length of paid holidays

(6) Product characteristics of destination travel agencies

2. Selection of travel agency target market

Section 2 Travel Agency Sales Channel Management

1. Tourism product sales channels

(1) Tourism intermediaries

(2) Types of sales channels

2 , Travel agency sales channel strategy

(1) Direct sales channel strategy

(2) Exclusive sales channel strategy

(3) Extensive sales channel strategy< /p>

(4) Selective sales channel strategy

3. Selection, cultivation and adjustment of tourism intermediaries

(1) Selection and cultivation of tourism intermediaries

(2) Adjustment and re-selection of travel intermediaries

Section 3: Travel agency product price management

1. Types and composition of travel agency product prices

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(1) Group package price

(2) Half package price

(3) Small package price

(4) Zero package price< /p>

(5) Individual travel prices

(6) Special service prices

2. Factors affecting travel agency product prices

(1) The value of tourism products

(2) Market supply and demand relationship

(3) The impact of demand elasticity on prices

(4) The impact of exchange rate changes on tourism prices

(5) The impact of national policies on travel agency prices

3. Travel agency pricing objectives and strategies

(1) Travel agency pricing objectives

< p> (2) Travel agency pricing strategy

Chapter 6 Travel agency promotion management

Promotion management is the most creative part of the travel agency management and is the most important step for talented travel agency managers. An area where you can show your talents. Developing the best promotion mix, establishing a good tourist destination image, and using appropriate promotion methods are the keys to successfully transferring travel agency products from the production field to the consumption field.

By studying this chapter, candidates are required to understand and master the following issues:

A. Learning purposes and examination requirements

1. The concept of travel agency promotion and determination of promotion budget;

2. Factors that travel agencies should consider when determining their promotional mix;

3. Travel agency promotional mix strategies;

4. Characteristics of tourism destination promotions;

5. The significance of tourism destination image promotion;

6. The content and basic procedures of tourism destination image promotion strategy;

7. What should be paid attention to when implementing the tourism destination image promotion strategy in my country issues;

8. The role of travel trade fairs (fairs) and the world's major international travel trade fairs;

9. The advantages of travel agencies in carrying out international Internet promotions

B. Summary

Section 1 Overview of Travel Agency Promotions

1. The Concept of Travel Agency Promotions

2. Formulation of Travel Agency Promotional Mix Strategies

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(1) Determination of travel agency’s promotion budget

(2) Determination of travel agency’s best promotion mix

(3) Travel agency’s promotion mix strategy

Section 2 Tourism Destination Promotion

1. Characteristics of Tourism Destination Promotion

(1) Holisticness

(2) Synergy

(3) Long-term sustainability

2. The significance of tourist destination image promotion

(1) Image is an important basis for tourists to choose a tourist destination

(2) Maintaining a long-lasting good image is the basis for a tourist destination to ensure a stable source of tourists

(3) The convergence of tourism resource elements and the tourism products processed therefrom makes the image the basis for attracting tourists

3. Tourism destination image promotion strategy

(1) Contents of tourist destination image promotion strategy

(2) Implementation of tourism destination image promotion in my country Issues that should be paid attention to in strategies

Section 3 Tourism Product Promotion

1. Tourism trade fairs (fairs)

(1) Tourism trade fairs (fairs) )

(2) Introduction to the major international tourism trade fairs (fairs) that my country participates in

2. International Internet Promotion

Chapter 7 Travel Agencies Service Management

A. Learning Purpose and Examination Requirements

Travel agency service management is the most complex and difficult aspect of travel agency management. The quality of service management is directly related to the survival and development of travel agencies. Through studying this chapter, candidates are required to understand and master the following issues:

1. The content and role of travel agency procurement work;

2. Contents that should be paid attention to in travel agency procurement management;

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3. The nature and characteristics of travel agency reception work;

4. How to strengthen the planning and management of travel agency reception work

5. The reception work procedures for tour groups;

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6. Issues that should be paid attention to when receiving large or special tourist groups;

7. How travel agencies can serve individual tourists well;

8. The role of tour guide services and Features;

9. How to strengthen the management of tour guides.

B. Summary

Section 1 Travel Agency Procurement Management

1. The content and role of procurement work

(1) Ensure the provision of various services required by travelers

(2) Reduce the cost of tourism products

2. Procurement management of travel agencies

(1) Establish extensive Procurement collaboration network

(2) Correctly handle the guaranteed supply

(3) Handle the relationship between centralized purchasing and decentralized purchasing

(4) Handle reservations well and unsubscription

(5) Strengthen the contract management of procurement

Section 2 Management of reception work of travel agencies

1. The nature and characteristics of reception work< /p>

2. Plan management of reception work

3. Cost management of reception work

4. Quality management of reception work

5. Safety Management of Reception Work

Section 3 Team Business Management and Individual Guest Reception Management

1. Team Business Management

(1) General Tour Group Reception business management

(2) Reception management of large and special tourist groups

2. Reception management of individual tourists

Section 4 Tour guide services and tour guides Management

1. The role of tour guide service

(1) Tour guide service is the most important service among various tourism services

(2) Tour guide service is tourism The most sensitive sign of service quality

(3) The work of tour guides is the link and bridge between various tourism services

(4) The quality of tour guides directly affects the quality of the tourism products of the host country. Sales

2. Characteristics of tour guide service

(1) Heavy workload

(2) Strong independence

(3) The work is difficult

(4) A high degree of integration of mental work and physical work

(5) Faced with material temptations and mental pollution

3. Tour guides’ Management

(1) Management of full-time tour guides

(2) Management of part-time tour guides

Chapter 8 Financial Management of Travel Agencies

A. Learning purposes and examination requirements

Financial management plays an important role in financial management in travel agency business activities. Strengthening the financial management of travel agencies can not only effectively organize the financial activities of travel agencies, but also properly handle various internal and external economic relationships of travel agencies. It can also actively promote the financial activities of travel agencies and properly handle various internal and external economic relationships of travel agencies. At the same time, It can also actively promote the improvement of various business activities and management level of travel agencies, so it is of great significance. Through studying this chapter, candidates are required to focus on the following issues:

1. The main ways for travel agencies to raise funds;

2. The role of capital costs;

3. Contents of travel agency current asset management;

4. Principles and methods of travel agency cost and expense management;

5. Principles and general procedures for travel agency profit distribution.

B. Summary

Section 1 Fund Raising Management of Travel Agencies

1. Funds and Fund Movement

2. Time of Funds Value

3. Fund raising

(1) Direct investment

(2) Stock financing

(3) Debt financing

IV. Capital Cost

(1) Introduction to Capital Cost

(2) The Role of Capital Cost

Section 2 Travel Agencies Asset Management

1. Cash Management

(1) Accelerate collections

(2) Control expenditures

2. Receivables and Prepayment Management

3. Inventory Management

Section 3 Travel Agency Cost and Expense Management

1. Classification of Travel Agency Costs and Expenses

2 , Contents of cost and expense of travel agencies

3. Principles and methods of cost and expense management of travel agencies

(1) Principles of cost and expense management of travel agencies

(2) Travel agencies Methods of cost and expense management

IV. Accounting of travel agency operating costs

Section 4: Travel agency operating income and profit management

1. Management of travel agency operating income

(1) Recognition of travel agency operating income

(2) Content of travel agency operating income

2. Travel agency profit management

3. Travel agency income tax

IV. Principles of profit distribution of travel agencies

(1) Principles of profit distribution of travel agencies

(2) General procedures of profit distribution of travel agencies

Chapter 9 China’s Travel Agency Industry

A. Learning Purpose and Examination Requirements

According to the functions, nature and industrial status of travel agencies, the development of my country’s travel agency industry has generally gone through There are two stages, namely the eruption and initiation stage before 1984, and the growth stage from 1984 to present. Understanding the development history of my country's travel agency industry and correctly grasping the development trend of China's travel agency industry are of great significance to the future operation and management of travel agencies. Through studying this chapter, candidates are required to understand and master the following issues:

1. The main business of my country’s travel agencies before the founding of the People’s Republic of China;

2. The characteristics of the development of the travel agency industry in New China;

3. The characteristics of the development of my country's travel agency industry after the promulgation of the "Interim Regulations on the Management of Travel Agencies" in 1985;

4. The development trend of China's travel agency industry.

B. Summary

Section 1: The Germination and Start-up of China’s Travel Agency Industry

1. China’s Travel Agency Industry before the Founding of the People’s Republic of China

2. The travel agency industry after the founding of the People’s Republic of China

(1) The functions and nature of travel agencies have changed

(2) The number of guests has changed greatly, with an overall increase

(3) From complete monopoly to oligopoly

Section 2: China’s growing travel agency industry

1. China’s travel agency industry developing from oligopoly to monopolistic competition

2. Transformation from seller’s market to buyer’s market

3. China’s travel agency industry from disorderly competition to orderly development

Section 3 The development trend of China’s travel agency industry< /p>

1. The trend of openness in the travel agency industry

2. The trend of integration and integration of travel agencies

3. The trend of modernization of travel agency information management

4. Diversified business trends of travel agencies