Analysis on the Main Problems of Travel Agency Industry in China

Since the Ninth Five-Year Plan, the tourism industry in our city has made great progress, but there is still a big gap from the requirements of the municipal party committee and the municipal government to build a pillar tourism industry and a dynamic regional tourism center. Compared with the development of tourism in surrounding areas, credit is still lagging behind, and rich tourism resources have not really been transformed into industrial and economic advantages. In my opinion, there are mainly the following problems:

First, the existing problems:

(A), understanding is not in place, the establishment of a government-led tourism development mechanism has not really formed.

Although the Municipal Party Committee and the Municipal Government have positioned tourism as one of the "four pillars" industries and set up a leading group for the coordination of humanistic eco-tourism industry in the whole city, it has not attracted great attention from counties (districts) and relevant departments, and the development of tourism industry has not been included in the important agenda of party committees, governments and relevant departments at all levels. There is no serious investigation and study on how to transform resource advantages into industrial advantages and industrial advantages into economic advantages, and specific and effective policy guidance and safeguard measures have not yet been formed. Tourism has the characteristics of wide coverage, great relevance and strong driving force. Only by implementing the government-led development strategy can we break through the institutional limitations and achieve sustained and rapid development. Practice has proved that where the government plays a leading role and all levels and departments cooperate closely, tourism develops rapidly and has good benefits. For example, the tourism development in Ningxia and Yinchuan are typical examples. Due to the strong leadership of Yinchuan Municipal Government, a trans-regional and cross-industry "Northwest Customs" Tourism Federation has been established, which has achieved great unity, great development and big market. In recent years, it has sprung up in the western region and gained a lot. Judging from the present situation of our city, some counties have unclear positioning of tourism industry, poor management system, inflexible mechanism, lack of necessary office space, and even the salaries of staff in individual scenic spots (spots) cannot be guaranteed, resulting in the phenomenon of "golden rice bowls begging everywhere". The concept of big tourism, big industry and big market has not really been established at all levels of leadership. The establishment of a government-led tourism development mechanism is mostly oral and written in documents, but not implemented in action.

(B), planning is not in place, infrastructure construction is not scientific.

Tourism development planning is a programmatic document to realize the development, construction and coordinated development of the "six major" elements of tourism. At present, there is no unified overall plan for the development of tourism in the city (being compiled), which is bound to lack guidance and scientificity in guiding the development of tourism resources, infrastructure construction and the improvement of supporting services. It leads to blind construction and repeated construction, which not only wastes funds but also destroys the overall image of scenic spots (spots), and even causes ecological damage and waste of resources. As far as our city is concerned, seven counties (districts) have no overall tourism development plan, and some regional tourism development plans of leading scenic spots are imperfect and lack of scientific demonstration. Each county (district) is fighting on its own, without considering the integrated development of resources in the overall pattern of the whole city, the whole province and even the surrounding areas. It is urgent to formulate the overall planning of the city's tourism development and the county development planning.

(3) the publicity is not in place, the popularity of tourism products is not high, and the market development is slow.

There is a lack of rational analysis and serious research on integrating local tourism resources, promoting tourism boutique routes, and carrying out overall linkage and promotion. It is not enough to simply distribute publicity materials just by attending promotion conferences and trade fairs held in other provinces and autonomous regions. Counties (districts) and scenic spots are fighting for their own propaganda, and the propaganda means are single and the scientific and technological content is low, which makes the limited funds fail to exert the best benefits and achieve the effect of grasping the fist of Kunming, highlighting its characteristics and becoming famous in one fell swoop. In addition, the investment in tourism promotion is relatively large, and the municipal finance is more difficult. Relying on government-led investment to carry out all-round publicity activities is only a drop in the bucket. The publicity mechanism of "government-led, enterprise participation and market operation" has not been formed in our city, which leads to the shortage of funds, weak strength, low scientific and technological content, single means, poor coverage and slow market development. As a result, the competitive characteristic tourism products have low market share, no buying points and low popularity.

Second, the development measures:

(a), elaborate the overall planning of the city's tourism development.

Tourism development planning is a programmatic document to guide the sustainable, coordinated and healthy development of regional tourism, and it is the basic requirement of sustainable development strategy. Only under the guidance of overall planning can the sustainable utilization and development of tourism resources be realized. First, we should highlight the people-oriented concept. According to the requirements of Scientific Outlook on Development, with the goal of building a harmonious society, the six elements of tourism "food, shelter, transportation, travel, shopping and entertainment" should be rationally allocated and developed in a coordinated way, which is conducive to improving the quality of the people, promoting the spread of national culture and promoting the harmonious development between man and nature. In terms of supporting facilities, it embodies humanized characteristics and subtle services, making it a base for collectivism and patriotism education. The second is to highlight sustainable development. The sustainable utilization and development of tourism resources is an important part of planning, and the relationship between human resources and natural resources, cultural relics and ecological environment protection, development and utilization should be handled well. Adhere to the principle of "paying equal attention to rational development and protection and utilization", maintain in development, develop in protection and improve social and economic benefits in utilization. The third is to embody characteristics and give play to comparative advantages. Through the general survey of tourism resources, we will highlight the monopoly resources of "people without me have my essence" in our city, and focus on the construction of Taoist holy places, Kongtong Mountain, the birthplace of the Western Queen Mother's Back to Zhongshan, ancient Ji Cheng, China Fuxi shrine, the emperor's sacred place, Xia Tian Temple, millions of acres of agricultural ecological terraces and Huangfu Mi cemetery, give full play to the intensive role of funds, integrate resources and combine blocks.

(2) Strengthen the construction of supporting infrastructure and cultivate high-quality products.

It is necessary to take running projects, competing projects and establishing projects as an important way to improve the level of tourist attractions (districts), improve supporting services and promote the construction of quality tourism products, firmly insist that Qingshan will not relax and pay close attention to project construction. First, speed up the construction of tourism project library. According to the regional tourism development plan, firmly grasp the national investment orientation, select a number of large projects with strong driving force, great relevance, good development prospects and certain basic conditions, conduct research and demonstration, do a good job in the preliminary work, and establish a city, county (district) tourism infrastructure project library. Actively publicize to the relevant departments of the province and the state. At present, our city should firmly grasp the investment orientation of the National Tourism Administration to implement red tourism, speed up the demonstration and declaration of red tourism projects, seize the opportunity of the provincial government to implement the "Longdong Traffic Battle", speed up the declaration of broken road projects in tourist attractions (spots), and improve the accessibility of scenic spots (spots). The second is to increase investment attraction and establish a multi-channel investment and financing mechanism. It is far from enough for the construction of tourism infrastructure projects to rely solely on government investment. It is necessary to establish a financing mechanism of "government-led, social participation, market operation and standardized management". According to the principle of separation of ownership and management rights, various forms such as transferring ownership, granting management rights and implementing joint-stock system are adopted to attract foreign capital and private economy to participate in the development and construction of tourism resources. At present, we must first formulate a unified policy orientation for the whole city, secondly screen and draw up a project library for attracting investment and developing the private economy, and thirdly create a good investment environment to attract social funds to participate in the construction. The third is to improve the cultural connotation and cultivate fine products. The construction and product development of tourist attractions should pay attention to cultural connotation, highlight regional characteristics, establish the concept of "culture is the soul of tourism", integrate culture into scenic spots and products, and enhance the vitality of scenic spots and tourism products. For example, our city's Kongtong culture, Xiwangmu culture and Huangfu Mi culture have a profound accumulation and a long history. We can set up the Kongtong Cultural Research Association, the Kongtong Wushu School, the Xiwangmu Cultural Research Association and the Huangfu Mi Cultural Research Association to strengthen the excavation and arrangement of regional culture and improve the cultural content of tourist attractions (spots).

(3) Cooperate in many ways, strengthen publicity, and strive to improve the influence and popularity of Pingliang tourism.

Promotion is an important means to improve the popularity and reputation of tourism products and an important carrier to promote the spread of tourism economy, industry and culture and economic prosperity. In external publicity, we should unswervingly adhere to the policy of "vigorously developing inbound tourism, standardizing the development of outbound tourism, and comprehensively promoting domestic tourism", and strive to open up three major tourism markets in accordance with the marketing concept of "stabilizing the near and expanding the far, subdividing the market, making overall linkage and making key breakthroughs".

First, it is necessary to segment the market, focus on the target, concentrate funds, and focus on breakthroughs. It is necessary to seriously study and analyze the mainstream tourist market, be targeted, concentrate limited funds to break through the mainstream tourist market, and strive to achieve greater results. We can conduct a comprehensive questionnaire survey of Lai Ping tourists in the main tourist attractions, hotels and travel agencies in our city, analyze the mainstream tourist market, understand the deficiencies in reception services, grasp the tourist market, aim at the main direction, and fully explore the mainstream tourist market. The second is to innovate ideas, improve means, unite in many ways and promote as a whole. It is necessary to adopt various forms such as cross-industry alliance and cross-regional alliance to innovate the concept of publicity and promotion; Production of beautifully bound, rich cultural connotation, high-tech publicity albums, CDs and works and souvenirs with local characteristics. At present, with the help of the province's key tourism propaganda planning and the propaganda platform provided by the "Northwest Customs" Tourism Federation, we should adopt various forms such as television, media and festival networks, integrate local tourism products, aim at the market, improve the means, and concentrate funds on key breakthroughs, so as to achieve a sensational effect in the mainstream tourism market. Third, government-led, enterprise participation and market operation. Tourism market and promotion should adhere to the model of "government-led, enterprise participation and market operation", which not only highlights the theme and enriches the content, but also achieves the purpose of resource sharing and remarkable results. We should be able to put the limited funds together and give full play to the efficiency of the use of funds.

(4) Implementing the rule of law and improving the comprehensive quality of tourism.

Tourism is a new economic industry with high correlation. To achieve healthy, orderly and rapid development, we must conscientiously implement a good tourism environment in Scientific Outlook on Development and strive to achieve orderly operation and a good market.

First of all, we should take Scientific Outlook on Development as the guide and establish the people-oriented concept. Developing tourism is conducive to spreading the excellent culture of the motherland and improving the quality of the Republic of China. It is necessary to comprehensively improve the service quality through tourism, and enhance the civilization level of the whole industry through civilized service, high-quality service, humanized service and subtle service. Meet the fundamental interests of tourists through colorful tourism activities. The second is to establish environmental awareness. Tourism is environment, tourism is service, and environment is an important factor in tourism development. Correctly handle the relationship between creating environment and protecting development, so as to protect the environment and promote development, and to develop a better tourism environment and promote the establishment of a beautiful environment, high-quality service and excellent order. The third is to operate in good faith and standardize the market order according to law. By vigorously carrying out market rectification, vigorously publicizing industry laws and regulations, we will promote "law-abiding and honest management" activities throughout the industry, advocate honest management, let tourists understand consumption, further standardize market order, and achieve a double harvest of "order, quality, environment and efficiency". Fourth, speed up personnel training and improve the overall quality of the tourism team. Tourism talents are the cornerstone of tourism development, and senior tourism management talents are the mainstay of tourism development. By participating in various training courses, we should strengthen the training of tourism service personnel and management personnel, strive to improve the quality of existing tourism team members, introduce talents in various ways, and improve the management level of tourism to meet the needs of big tourism, big market, big development and big development.