What is the corporate culture of a travel agency?

1. The connotation of travel agency corporate culture

Travel agencies are the most dynamic and dynamic industry in the entire tourism industry. However, with the expansion of the tourism service market, competition between industries It will become increasingly fierce. If each travel agency wants to stand out in the fierce market competition, it must have its own unique and charming corporate culture, because the competition between travel agencies will ultimately be a competition between corporate cultures. According to an article by a commentator in Fortune magazine, the fundamental reason why the Fortune 500 companies outperform other companies is that these companies are good at using corporate culture to inject new vitality into their own companies. Similarly, unique corporate culture also ensures that travel agencies will win. important magic weapon.

Travel agency corporate culture refers to the corporate spirit, corporate business philosophy, corporate values, business goals, and business principles that are formed through social practice under certain socioeconomic conditions and followed by all members. The sum of policies, management mechanisms, service quality, social responsibility, brand integrity, employee quality, etc. It is the fundamental embodiment of the travel agency’s individual culture. It is used in the travel agency’s development strategy and operation management, and is the soul of the travel agency’s survival and development. , is an important part of the core competitiveness of travel agency enterprises.

2. Ways to build the corporate culture of travel agencies

(1) Lay a solid foundation and improve the level of material culture

The corporate culture of travel agencies is an "upper-level" one Concept, but it must be based on material as its carrier. The material culture of a travel agency is a surface culture composed of tourism products and material facilities created by travel agency employees. It mainly includes the travel agency's route design, corporate name, corporate logo, corporate symbols, souvenirs, promotional slogans, texts, Audio, video, and picture materials, as well as employee clothing, corporate buildings, etc. Directly externalized reflects the overall characteristics of a travel agency. The primary content of an enterprise's material civilization is the results of its production and operations, including the products it produces and the services it provides. The direct basis for the improvement of the material and cultural level of a travel agency is whether the tourism products created by the employees of the travel agency are qualified or excellent, and the tourists have the most say in the tourism products. To create excellent tourism products, we must start from the following aspects: First, make the name of the travel agency more resounding. The name of the travel agency should be short and crisp, unique, easy to read and remember, artistic and visual, etc. name. Secondly, in accordance with the requirements of the tourism enterprise CIS, that is, the enterprise identification system, the architectural style and geographical location of the travel agency should be reasonably planned and designed from a long-term strategic perspective.

(2) Strengthen the corporate management of travel agencies and highlight the business philosophy with the theme of "service, integrity, and individuality"

The business philosophy is an important part of corporate culture, and "integrity is the "Customer first, service first" is the business philosophy pursued by China International Travel Service; the quality policy adhered to by China Travel Service is: "meeting customer needs, operating with honesty and trustworthiness, and quality uniting people's hearts." For the majority of travel agencies, the business philosophy of "service, integrity, and individuality" should be highlighted. Serviceability is the basic working characteristic of a travel agency. The tourism products it provides are different from other products. It provides a service that is closely related to the experience and feelings of tourists. It is an intangible product. In the service process, we pay attention to integrity, promote individuality, and show off our unique corporate culture and service methods, so that passengers can feel that in receiving services and enjoying travel, they not only gain the sight of scenic spots, but also gain the unique corporate culture of the travel agency.

(3) Refining the core values ??of travel agencies

Travel agencies are the most dynamic and dynamic industry in the entire tourism industry. Travel agencies combine "travel, shopping, entertainment, The six elements of "food, housing and transportation" are organically connected, fully revitalizing the entire tourism industry, and directly or indirectly driving the development of other industries. The tourism products provided by travel agencies are also different from ordinary commodities. The tourism services they provide are closely related to tourists' personal experiences and psychological feelings. Therefore, travel agencies must proceed from reality and combine the objective environment in which they are located to carefully study their own business conditions and Through analysis and research on the development prospects of the tourism industry, the value system of travel agencies is extracted, and the corporate philosophy that can promote and maintain the rapid development of tourism enterprises is summarized, especially the strategic goals and business philosophy of travel agencies to promote the long-term development of enterprises. Travel agencies should regard high-quality service and quality as their corporate philosophy, comprehensively improve the service quality of travel agencies, and create a good industry image.

(4) Pay attention to the brand effect and improve the corporate image

Brand management is a necessary condition for tourism enterprises to carry out international operations and a powerful tool to improve the competitiveness of tourism enterprises. Consumers' perceptual consumption calls for brand management strategies. Tourism products are all services that tourism operators provide tourists with tourism and activity needs by virtue of tourism attractions, transportation and tourism facilities. Its salient features are non-storability, intangibility and off-site consumption, which determines the needs of tourism enterprises Convey positive and real feelings to consumers through brand image. A travel agency brand is a distinctive mark used by a travel agency to identify its travel agency or products and differentiate it from other competitors.

The external elements of a brand usually consist of name, logo and trademark, while the internal elements of a brand are an organic combination of the travel agency's business philosophy, business policies, business methods, service concepts, service characteristics, service quality, etc.

Attach importance to the design and improvement of corporate image (CIS), improve the image of the company through high-quality, honest services, and good internal management of the company, enhance the recognition of the company by employees and consumers, and strengthen the company. quality and enhance market competitiveness. Treat the corporate image as an intangible asset of the enterprise, maximize its value, and create more wealth for the enterprise and society.

(5) Strengthen employee training and improve employee quality

Reception work itself is a way for travel agency employees to accumulate experience and gain knowledge. However, with the rapid development of the times, knowledge is constantly updated. New problems and challenges will continue to arise in tourism activities and reception work, so everyone will continue to have new experiences of success and failure at work, all of which require a process of learning, summarizing, and communicating. . Therefore, it is essential to provide targeted professional training to employees during the off-season or during certain necessary periods. On the one hand, we provide ethics education to employees to improve their professional ethics; on the other hand, we vigorously improve the overall quality (knowledge quality, professional quality) of employees through training. Employees must have certain coordination, communication, problem analysis and Resilience so that employees' expectations are high in pursuing career growth and development. Thereby improving the service quality of the entire travel agency.