What changes have taken place in different stages, products and tourism enterprises?

Chapter 1 1. How is the development stage of China travel agency industry divided? (1) The first stage, the primary stage of travel agency development (1978- 1989), with the implementation of reform and opening up in China in 1978, tourism developed rapidly, and China International Travel Agency, China Travel Agency and China Youth Travel Agency were established one after another, forming an oligopoly situation of travel agencies in China. In order to meet the rapidly growing demand of international inbound tourists, China has built a large number of travel agencies, tourist transportation and overseas hotels. (2) The second stage is the growth period of travel agencies (1990-1994). During this period, the China government began to allow China citizens to visit relatives and travel abroad. This is another major breakthrough in the development of tourism in China. (3) In the third stage, during the adjustment period of travel agency development (1995- present), various laws and regulations were promulgated accordingly, which better protected the legitimate rights and interests of tourists and travel agencies, maintained the order of the tourism market, and promoted the healthy development of China's tourism industry, marking the healthy development of China's travel agency industry has entered a new stage of development. 2. Briefly describe the nature and functions of travel agencies. Nature: service, profit, intermediary function: organizational function: the function of travel agency to develop and combine tourism products: on the one hand, it can meet the needs of tourists, on the other hand, it can make tourism products enter the consumption field more smoothly; On the other hand, it can allocate six functions: reasonably allocate tourists' expenses and provide information to meet tourists' requirements to the greatest extent; On the one hand, as an important channel for selling tourism products, travel agencies are familiar with the changes of tourists' needs and market dynamics; On the other hand, travel agencies should timely, accurately and comprehensively convey the latest development and changes of relevant departments of tourist destinations to the market for tourists to understand and buy. 3. Briefly describe the business characteristics of travel agencies. Labor-intensive, intelligence-intensive, service-oriented, relevance, sensitivity, volatility, relevance, extensive management, division of labor and cooperation, decentralization and independence. 4. What are the differences between travel wholesalers, travel operators and travel retailers in Europe and America? (1) Travel wholesalers are travel agencies engaged in the production, organization, publicity and promotion of tour groups. (2) Tour operators refer to travel agencies that mainly arrange and combine tourism products and run part of retail business. (3) Tourism retailers refer to retailers that directly sell and publicize tourism products to individuals or social groups and specifically attract tourists. Contact information: Travel retailers are the bridge and link between tour operators, tour wholesalers and tourists, and all their income comes from sales commissions. Differences: ① Tourism wholesalers generally do not engage in retail, while tourism operators often sell tourism products through their retail institutions. ② Tour wholesalers usually form new package prices by purchasing and combining ready-made services, while tour operators usually design new products and provide their own services. Generally speaking, tourism wholesalers are not engaged in on-site reception business, while tourism operators are the opposite. Chapter 2 5. What principles should travel agencies follow in product development and design? (1) marketization principle (2) characteristics principle (3) diversity principle (4) pertinence principle (5) layout rationality principle (6) benefit principle (7) acceptability principle Chapter IV 6. How to ensure the accuracy of market survey results of travel agencies? (1) Direct investigation: investigation, observation and experiment (2) Indirect investigation: ways and means of internal data collection, external data collection: First, collect relevant information for public dissemination. Second, through the investigation of tourist agents in tourist areas. Third, participate in tourism exhibitions and academic seminars. Fourth, organize and participate in social activities. Fifth, survey tourists through tour guides. Sixth, establish a system of investigation and return visit. 7. What do you think is the most important environmental factor in the marketing environment of travel agencies? (1) Micro-marketing Environment of Travel Agency ① The stability and timeliness of supplier A's supply; (2) price changes of products; ② product quality; (2) marketing intermediary A, middleman B, marketing service organization C, financial intermediary; ③ Tourist A analyzes the original tourists from the perspective of tourist groups; Analyze potential tourists; B. analyze tourism preferences from the perspective of tourists' needs; ④ Analysis of tourism consumption level; (4) Competing travel agencies should be clear about the following questions when facing market competition: (1) Who are the competitors? (2) The marketing strategies and objectives of competitors? (3) The relative advantages and disadvantages of competitors? By constantly analyzing competitors, travel agencies can determine their marketing strategies, goals and priorities, give play to their relative competitive advantages, and finally effectively attack competitors and enhance their competitiveness. ⑤ The public faced by public travel agencies mainly includes: ① the financial public, such as banks and insurance companies; ② Media public, such as newspapers and TV stations; (3) The government and the public, such as the Tourism Bureau and the Industrial and Commercial Bureau. ; (four) consumer associations, tour guides associations and other mass organizations; ⑤ Local public, such as community residents; 6. The general public, that is, the general public; ⑦ Internal public, that is, internal members of travel agencies ⑦ Appropriate organizational structure ⑦ Good corporate culture ⑦ Mutual support and cooperation (2) Macro-marketing environment ⑦ Population environment ⑦ Economic environment ⑦ Material environment ⑦ Technical environment ⑦ Political and legal environment ⑦ Social and cultural environment 8. Please give an example of how the travel agency conducts reverse positioning. Reverse positioning emphasizes and publicizes the positioning object as the opposite of the first image in consumers' minds, and at the same time opens up a new psychological image that consumers can easily accept. Coca-Cola, an American 7-up soda company, has completely monopolized the market. 7-up soda has made a big fuss about guiding and updating the consumption concept, that is, dividing drinks into cola and non-cola, and launching a large-scale advertising campaign, making 7-up a leading brand-name beverage in the non-cola beverage market. 9. Why do most travel agencies choose newspaper advertisements at present? (1) Media Features Newspaper advertising media has high social evaluation, diverse forms of expression, wide target audience and great influence. (2) Types of promotional information The promotional information of travel agencies includes corporate image and product information, descriptive and introductory information. (3) The media coverage is wide, and the newspaper advertisements spread widely. (4) The communication cost of newspaper advertisements is relatively low 10. How to improve the brand value of travel agencies? (1) Brand extension refers to the introduction of improved products or brand-new products in the same market as successful brands. Brand extension of travel agency is to use the brand of travel agency to launch improved or new products or services in the same target market. After brand extension, different products or services share the same brand name and brand connotation, such as launching tourism products and souvenirs under the brand of travel agencies. (1) The role of brand extension The brand extension of travel agencies can increase the categories of travel agency products or services, meet the needs of more consumers, reduce business risks and enhance brand value. A speed up the positioning of new products, improve the efficiency of decision-making, b reduce the market risk and market introduction cost of new products or services, c help to strengthen the brand effect and enhance the brand value, and 2 conditions for brand extension. In brand extension, travel agencies should clarify and analyze the specific conditions of brand extension, and whether the extended products or services are suitable for the travel agency's brand and can be popularized, so as to ensure the success of brand extension. A is aimed at the same target market; B is high brand value; C the quality of new products or services is good; D is consistent with brand connotation and brand association; E has strong management ability; (2) brand expansion; Brand expansion refers to the use of existing brands to launch new products or services and enter unrelated markets. Brand expansion of travel agencies is to use their own brand travel agencies to launch various products or services in unrelated markets. After brand expansion, different products or services share the same brand name. Because there are many similarities between brand expansion and brand extension, their functions and conditions are basically the same. The main differences are: ① target market. Brand extension faces the same target market, while brand expansion faces different target markets; ② Brand value. Brand extension needs the support of high brand value, and its competitive advantage can be enhanced by exerting its brand influence, while brand expansion may not need high brand value because of the different target markets it faces. (3) Brand innovation Brand innovation is usually a new combination of production factors based on strong brands. That is, the original brand will develop into new products or services, and even extend to other industries. Brand innovation thinking should seek the inspiration of personalized brand from the perspective of the whole society, which can not only abandon the original brand and shape a brand new brand, but also give it new connotation by using the original brand. Chapter 5 1 1. What are the design points of travel agency service package? Supporting equipment (service infrastructure) refers to auxiliary materials (service auxiliary conditions) that must be put in place before providing services. Refers to the material products purchased and consumed by customers, or the tangible services provided by customers (standardized service content and customized service content) can be perceived by the senses and constitute the basic or necessary conditions for services. Intangible service: the service that customers can vaguely feel brings spiritual gains, which is the standard for evaluating the non-essential characteristics of service. Service process is the whole process of service organization providing services to customers and the combination of elements needed to complete this process, which is related to service contact and service facilities. General method of social service process design: (1) The basis of travel agency service process design-production line method ① Limited autonomy of service personnel ② Clear division of labor ③ Replacing manpower with technology ④ Service standardization (2) Essentials of travel agency service process design-customers as collaborators (read the specific process) ① Replacing service personnel with customers ② Rationalization of service demand (3) The key of travel agency service process design-customer connection. Touch ① the design idea of travel agency service ② the choice of sales opportunity and service delivery (4) the guarantee of travel agency service process design-backstage guarantee 13. How do tour guides and drivers affect the effect of customers' travel experience? Four aspects of experience: through sightseeing, through travel imitation, through games during travel, through communication during travel ① Before traveling, the tour guide publicizes and explains the image of the tourist destination, which constitutes the expectation for customers; ② Close contact between the tour guide and tourists, focusing on the game between the tour guide and customers during travel or during travel; ④ Polite and familiar casual communication between drivers and tourists 14. What is the relationship between service satisfaction and customer loyalty? (1) In the general service industry, the real cost of staff turnover is the loss of productivity and the decrease of customer satisfaction. (2) In personalized enterprises, the low employee turnover rate is related to customer satisfaction. Only when customer satisfaction is high can we create more loyal customers, and finally the enterprise will be profitable and grow. (3) Therefore, service satisfaction leads to customer loyalty, and service loyalty leads to enterprise profit and growth. 15. What is the PLZ model of service quality assessment? PLZ model means that customers evaluate service quality according to five service attributes. Perceived "tangible part" of service products; Reliability refers to the enterprise's accurate completion of the promised service; Reactivity means that enterprises are ready to provide customers with fast and effective services at any time; Guarantee refers to the friendly attitude and ability of service personnel; Empathy refers to the sincere concern of enterprises for customers, understanding their actual needs and giving them satisfaction, thus making the service full of "human touch"; Chapter 6 16. The content of travel agency salary management (65438+) meets the requirements of relevant laws and regulations; It can not only inspire and guide, but also be fair and reasonable; Combine work performance with material rewards; It is helpful to convey corporate culture, ideas, humanistic spirit and competitive strategy to employees. (2) Improve employee welfare from the aspects of house purchase, medical care, pension and vacation. (3) Actively implement the employee stock ownership plan 17. The content of staff training (1) extensive knowledge and skills training, understanding the basic operation of travel agencies (2) training of attitude and concept, service significance, moral concept, professionalism and team spirit (3) psychological training, psychological consultation and training, enhancing staff's willpower, self-confidence and self-control, and improving staff's innovative consciousness and team spirit. (1) Analyze and compare employees' personal performance, knowledge and skills at the individual level, and decide who needs to attend the training and the training content. (2) At the organizational level, according to the strategic objectives, organizational performance and existing human resources of travel agencies, the content of travel agency training needs is determined. (3) At the strategic level, three levels will be integrated as the basis of training planning, that is, analyzing the future work focus of the organization, predicting the future demand and supply of human resources of the organization, and collecting information on the attitude and satisfaction of organization members to ensure the effectiveness of training demand analysis and form a regular training system. 19. Choose the appropriate training method (1) Classroom teaching method is more suitable for introducing or teaching a topic to the public. (2) Meeting discussion method mainly trains students' ability to analyze and solve problems and interpersonal communication. (3) Case study method trains students to improve their independent thinking, analysis and decision-making ability. Dealing with emergencies (4) Role-playing method is mostly used to improve interpersonal training (5) Operation demonstration method is suitable for new equipment, workflow improvement or induction training for new employees (6) Audio-visual method is more suitable for foreign language training, operating standard procedures, etiquette training, etc. (7) Internet training method can update the network in time and provide the latest training materials for students, which can save costs. Chapter 9 24. Explain the concept: safety management of travel agencies; Crisis management of travel agencies; Early Warning System Travel Agency Safety Management Travel Agency Crisis Management refers to a non-programmed decision-making process to avoid and reduce the serious threat brought by crisis events to travel agencies and restore tourism business environment and tourism consumption confidence by studying crisis, crisis early warning and crisis handling. Early warning system. How to better deal with the safety problems of travel agencies? Construction of tourism safety guarantee system (1) Tourism safety policies and regulations system (2) Tourism safety early warning system (3) Tourism safety control system (1) Tourism safety index control system (2) Tourism safety automatic control system (3) Tourism safety mutual control system (4) Tourism safety rescue system (5) Tourism insurance system 26. Apply the basic knowledge of crisis management. (1) Establish a sense of crisis management. First, travel agencies apply the concept of crisis to stimulate employees' sense of hardship and spirit of struggle, constantly strive, constantly reform and innovate, and constantly pursue higher goals. Second, to establish a sense of crisis, we should not only be prepared ideologically, but also be reflected in actions, which requires crisis education and training for managers and employees. This includes both general education for employees (such as safety education and the concept of being prepared for danger in times of peace) and training for specific countermeasures. Thirdly, travel agencies have high operational risks and many variables. Managers and employees must have the awareness and psychological preparation to deal with quality complaints, accidents during the trip, force majeure and other emergencies at any time to ensure that they can remain calm and orderly in the event of a crisis. (2) Establishing crisis management mechanism and system ① Institutional guarantee of crisis management ② Government in crisis management ③ Social forces in crisis management ③ Non-governmental organizations and tourism enterprise media.