The concept of corporate culture of travel agencies.

The core of tourism enterprise competition is the competition of tourism enterprise culture, which has its own characteristics. The cultural construction of China's tourism enterprises is facing the unbalanced development of tourism enterprises and some misunderstandings in cultural construction. Therefore, local governments should attach importance to the shaping and construction of tourism enterprise culture. From the external environment, advanced tourism enterprise culture construction needs a healthy, stable and orderly environment. From the perspective of tourism enterprises, the construction of advanced culture in tourism enterprises is mainly to realize the renewal of ideas and ways of thinking.

In the process of economic transformation, in order to adapt to the regional and global economic competition, China enterprises must realize the effective transformation and adaptation of corporate culture in cross-regional and cross-cultural management, thus creating a demand for corporate culture theory and practice methods. With the development of tourism, the influence of corporate culture on tourism management can not be ignored.

First, corporate culture theory

(A), the meaning of corporate culture

Corporate culture refers to the sum of * * * common consciousness, values, professional ethics, codes of conduct and standards (Schein, 1984) formed through social practice under certain social and economic conditions, and it is a unique cultural management mode with value as the core formed by enterprises or organizations in their own development process. Corporate culture is the product of the combination of social culture and organizational management practice.

(B), the rise and development of corporate culture theory

It was not until the first half of the 20th century that the role of corporate culture in the whole enterprise development seemed to attract the attention of enterprise managers. It was not until 1970s that theoretical circles began to show some interest in corporate culture, and reached the climax of theoretical exploration in 1980s. In fact, the rise of international corporate culture is manifested in the form of countries learning from each other's management experience, which is bred by the conscious expansion of open thinking in the economic development of all countries in the world.

In the early 1980s, with the rise of Japanese enterprises, people noticed the influence of cultural differences on enterprise management, and then discovered the integration of social culture and organizational management-enterprise culture, which means that when an enterprise develops to a certain stage, enterprise leaders educate new members with their values and business ideas formed in the entrepreneurial stage. In this process, they integrate the value identification and behavior of all employees into a unified value system and code of conduct, thus forming a unique cultural management model and promoting the enterprise with the power of culture. It can be seen that corporate culture is the product of the integration of social culture and organizational management practice, and it is a re-examination of the relationship between organizational culture values, business philosophy, management process and long-term performance in western management theory after experiencing the assumptions of "economic man", "social man", "self-actualization man" and "complex man".

Second, the inspiration of corporate culture theory to contemporary tourism management

(A), the impact of corporate culture on the management of tourism enterprises.

With the reform and opening up and the development of socialist market economy in China. Tourism enterprises are developing rapidly and gaining momentum. It is playing an increasingly important role in all sectors of China's national economy. Meanwhile. Tourism enterprises have also developed rapidly in quantity and scale. As an international industry, there must be a high degree of competition among tourism enterprises. Facts have proved that in order to gain competitive advantage, tourism enterprises should not only formulate necessary organizational forms and perfect management systems, but also make efforts in the construction of tourism enterprise culture. It is of great practical significance to correctly understand the relationship between tourism enterprise culture and tourism enterprise development, especially the promotion of tourism enterprise culture to tourism enterprises.

At the present stage when the world market competition has entered the cultural competition, the competitiveness and vitality of tourism enterprises are realized through the creative work of all employees. Throughout the world famous enterprises, their enduring secret lies in their high-quality products, smart sales and profound cultural heritage, and their high-quality products and smart sales come from the support of excellent corporate culture. Generally speaking, the construction and cultivation of advanced tourism enterprise culture must start from internal and external aspects:

First of all, from the external environment of tourism enterprises, advanced tourism enterprise culture construction needs a healthy, stable and orderly environment. First of all, reform the current economic system and establish and constantly improve the modern enterprise system. Secondly, we should create a positive and healthy legal environment.

First, from the perspective of tourism enterprises, the construction of advanced tourism enterprise culture is mainly to realize the renewal of concepts and ways of thinking. Modern tourism enterprise culture should be the organic unity of Chinese and Western cultures, and should absorb the essence of the management concepts of the East and the West, emphasizing not only the rationality, individuality, respect for independent personality and encouragement of competition in the West, but also the family friendship, team spirit and pursuit of harmony in China traditional culture. Therefore, the core of the cultural spirit of modern tourism enterprises should be the pursuit of Excellence, harmony as a means, and the harmonious unity of competitive ideas and modern humanistic spirit. Specifically, we can start from the following aspects:

(1) Strengthen the people-oriented view. Culture takes people as the carrier, and people are the first element of cultural generation. People in tourism enterprise culture not only refer to entrepreneurs and managers, but also include all employees of tourism enterprises. The construction of tourism enterprise culture should emphasize respect, trust, understanding and care. At the same time, only people-oriented can help all members of tourism enterprises form the same values, and then form a combative whole.

(2) Absorb the essence of traditional culture. Tourism enterprise culture is a value-added development on the basis of traditional culture, otherwise, tourism enterprises will lose their foundation of existence and have no vitality.

(3) Cultivate the same values. As the core of tourism enterprises, the cultivation of values is a basic work in the cultural construction of tourism enterprises. The cultivation of values of tourism enterprises is a process of passive obedience, concept identification and final internalization, and it is a long-term process. At the same time, the cultivation of cultural values of tourism enterprises must realize the organic unity of national and ethnic interests, employee interests and enterprise interests.

(4) Innovation should be the core of tourism enterprise culture. Innovation is an inevitable requirement of the development of market economy and a remarkable feature of the new economic era. Tourism enterprises that don't understand innovation will have no living space. Taking innovation as the goal pursued by tourism enterprises and the core of corporate culture spirit is of great significance for tourism enterprises to go global and connect with the world.

1, Corporate Culture Management of Travel Agency

If travel agencies want to occupy a place in the future tourism market, they must form their own management mechanism and internal corporate culture. It can be said that the competition between travel agencies and enterprises will, in the final analysis, be the competition of corporate culture.

The corporate culture of travel agencies should be a comprehensive culture with real corporate image, brand, integrity, management mechanism, service quality and employee cohesion, which is formed by a long-term precipitation process. For example, CITS of China Travel Agency, CTS of China Travel Agency and CYTS of China Youth Travel Agency are all part of the corporate culture of China Travel Agency.

Diagnosis is the first step in building the corporate culture of travel agencies, because diagnosis is the most important. In fact, the principle of diagnosis is very simple. First of all, we should investigate the corporate culture and fully understand the existing cultural characteristics of this enterprise and the culture that this enterprise should have. Come from the masses, go to the masses, and let employees verify the correctness of the results. After the diagnosis is clear, it is necessary to refine the corporate culture of travel agencies. The spirit of travel agencies should be extracted from their past history. On this basis, this paper puts forward the future-oriented cultural concept of travel agencies and summarizes the unique culture. Of course, before it is put forward, it is necessary to make a comprehensive analysis of the whole travel agency industry and competitors, and make a reasonable positioning of the development goals of this enterprise.

After the formation of corporate culture of travel agencies, there are three promotion forms: one is to train all employees of travel agencies in corporate culture. For example, hire some well-known professors who have in-depth research on corporate culture to teach employees in enterprises. Second, establish and cultivate typical figures to further strengthen everyone's understanding and memory of corporate culture. Third, formulate corresponding management system (mechanism) based on corporate culture and values.

The participants in the corporate culture construction of travel agencies should be all employees of the enterprise. Only when everyone agrees with and participates in it can it be the real corporate culture of travel agencies. Only when all employees take the initiative to accept it can the construction of corporate culture be successful.

The corporate culture of travel agencies is the core competitiveness of enterprises. The study of the core competitiveness of travel agency enterprises must start with the study of travel agency corporate culture, which determines the strength of the core competitiveness of travel agency enterprises. An excellent corporate culture can often provide endless long-term traction and continuous internal motivation for enterprises.

Professor Zhang of Peking University once defined the characteristics of enterprise's core competitiveness, that is, the five characteristics of enterprise's core competitiveness are: "Can't steal, can't buy, can't open, can't take away, can't flow out." The core competitiveness of travel agency enterprises is not the core competitiveness sought from the outside, but the self-cultivation from the inside. If an enterprise wants to develop continuously, it must have the ability to recognize the advanced and self-evolution. In the current competitive tourism environment, travel agency enterprises must naturally form their core competitiveness according to the evolution of their own history and economic environment. For travel agency enterprises, that is brand, integrity, service quality and internal management mechanism, which fully conforms to the corporate culture of travel agencies.

2. Hotel corporate culture management

The core of hotel culture is the common values of all employees. Enterprise values are the soul and fundamental foundation of tourism enterprise culture, and also the soul and strategic direction of all management work of tourism enterprises. The biggest secret of the success of Hilton Hotels Group, which enjoys an international reputation, is that its service personnel share the values of "smile service and feel at home". Hilton Hotel's unique values show that a person can have no assets and no background, but as long as he has confidence and a smile, he has the hope of success.

To determine the appropriate core values, hotels should follow four principles:

First of all, according to the characteristics and advantages of the hotel, determine the organizational culture model suitable for its own development; Second, carefully analyze the organization's business philosophy, development goals, external environment and other related factors to achieve the ideal match between hotel values and corporate culture elements; Thirdly, consider the structure of hotel staff, because different types of people and their combination will affect the formation of hotel culture, especially whether hotel values can be accepted by every member; Fourth, the hotel's organizational values should be correct, clear, profound and highly concentrated.

Within the hotel, it is necessary to cultivate the common values of all employees through gfd, example, treating others, quality cultivation and many other aspects, so that all hotel employees can finally internalize entrepreneurship into their own values and practical actions, enhance their self-confidence and sense of pride and responsibility for the enterprise, enhance the cohesion and competitiveness of the hotel, and fully mobilize the enthusiasm and creativity of employees. Everyone wants to have something to be proud of and be proud of it. When a person is willing to introduce how extraordinary his enterprise is in front of others, it can be said that the values of employees have been closely combined with those of the company.

Only when the values of employees and hotel enterprises are consistent and fully integrated can we maximize the potential of employees and create an effective way to miracle the competitiveness of hotel work.

Industrial tourism not only helps to change people's traditional impression of extensive enterprises, but also enables enterprises to set their development goals at a higher starting point in the process of expanding their popularity. Facts have proved that industrial tourism has become a fashionable and hospitable "characteristic family" in the trend of the times.

(B), the impact of corporate culture on tourism content management

The so-called influence of corporate culture on tourism content management here is actually a branch of "cultural tourism" called "industrial tourism". The rise of industrial tourism has the needs of the times and the profound connotation of enterprise development.

First of all, the rise of industrial tourism is intrinsically related to industry guidance and diversified business development of enterprises.

Since the reform and opening up, China's industry has been greatly developed, and the relevant state departments have vigorously guided enterprises to develop industrial tourism projects. In the iron and steel industry, a group of enterprises took the lead in obtaining the title of "China Industrial Tourism Demonstration Site" and tasted the sweetness. Angang started the industrial tourism project "How steel was tempered" from 1999. In 2003, the tourism income was more than 44 million yuan, and it passed the inspection in 2004.

The development of industrial tourism deepens the connotation of enterprise culture, clarifies the direction of industrialization development, and promotes these enterprises to arrange surplus personnel to earn "amateur income" while operating normally, thus improving the utilization rate of enterprise logistics facilities, reducing the subsidies for logistics services, revitalizing fixed assets and adapting to the development of enterprises.

Secondly, the rise of industrial tourism is a concrete manifestation of the promotion of corporate culture. Judging from the industrial tourism projects developed now, they can be roughly divided into science and technology type, comprehensive type, characteristic type, traditional type and resource type. These types are actually the cultural orientation of enterprises in the process of development.

Third, the rise of industrial tourism is a strategic component of promoting enterprises through culture. The development of industrial tourism itself is the display of enterprise style, and it is a clever combination of cultural marketing and product marketing. Through cultural communication, we will win the recognition of enterprises from the outside world and form an invisible and powerful media platform. Industrial tourism can turn "potential" into real market; Industrial tourism is the promotion of enterprises.