How is the development stage of China travel agency industry divided?

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 agencies to develop and combine tourism products.

Sales function: 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.

Coordination function: food, shelter, entertainment, shopping and transportation.

Distribution function: reasonably distribute tourists' expenses to meet tourists' requirements to the maximum extent.

The function of providing information: on the one hand, travel agencies, as an important channel to sell tourism products, 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, relevant, sensitive and volatile.

Correlation between division of labor, cooperation, decentralization and independent extensive management

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 two

5. What principles should travel agencies follow in product development and design?

(1) marketization principle (2) characteristic principle (3) diversity principle (4) pertinence principle.

(5) Rationality of layout (6) Benefit principle (7) Acceptability principle

chapter four

6. How to ensure the accuracy of the market survey results of travel agencies?

(1) Direct investigation: investigation, observation and experiment.

(2) Indirect investigation: internal data collection and external data collection.

Ways and methods of 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, the price change of product B and the quality of product C..

② Marketing intermediary A middleman B marketing service organization C financial intermediary organization

③ Tourist A analyzes the original tourists and potential tourists from the perspective of tourist groups.

B from the perspective of tourists' demand, analyze tourism preference, demand and consumption level.

(4) Competitor 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.

⑥ Appropriate organizational structure B Good corporate culture C Mutual support and cooperation within travel agencies.

(2) Macro-marketing environment of travel agencies

① Population environment ② Economic environment ③ Material environment ④ Technical environment ⑤ Political and legal environment ⑤ 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) Media coverage: Newspaper advertisements have a wide range.

(4) Relative cost 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.

Accelerate the positioning of new products and improve the efficiency of decision making.

Reduce the market risk and market introduction cost of new products or services.

C is conducive to strengthening the brand effect and enhancing the brand value.

② Conditions for brand extension In the process of brand extension, the travel agency should clarify and analyze the specific conditions for 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.

High brand value in the same target market.

C the new product or service is of good quality, and D brand has the same connotation and conforms to brand association.

E strong management ability.

(2) brand expansion brand expansion refers to the use of existing brands to launch new products or services in order to 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 will share the same brand name with each other.

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 five

1 1. What are the design points of travel agency service package?

Supporting equipment (service infrastructure) refers to the material data that must be in place before providing services.

Auxiliary goods (service auxiliary conditions) refer to material products purchased and consumed by customers or products provided by customers.

Explicit service (standardized service content and customized service content) can be perceived by the senses and constitute the basic or essential condition of service.

Intangible service: the service that customers can vaguely feel brings spiritual gains, which is the non-essential feature of service.

Criteria for evaluating service packages

12. What is the basic theory and design method of service process?

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 methods of social service process design;

(1) The Basis of Service Process Design of Travel Agency-Production Line Method

① Limited autonomy of service personnel ② Clear division of labor ③ Replacing manpower with technology ④ Standardization of service.

(2) Key points of service process design of travel agencies-customers as partners (specific process reading)

① Replacing service personnel with customers ② Rationalizing service demand.

(3) Customer contact is the key to the service process design of travel agencies.

① Design ideas of travel agency services ② Selection of sales opportunities and provision of services.

(4) The guarantee of travel agency service process design-backstage guarantee.

13. How do tour guides and drivers affect customers' travel experience?

Four aspects of experience: through tourism viewing, through tourism imitation, through games in tourism, through tourism exchange.

(1) Before traveling, the tour guide's publicity and explanation of the image of the tourist destination constitutes the customer's travel expectation.

(2) Tour guides are in close contact with tourists, who are also teachers, friends and waiters, and pay attention to explanations in tourism viewing.

③ Games played by tour guides with customers during the journey or during the tour.

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.

(1) the "tangible part" of perceivable service products.

(2) Reliability refers to the enterprise's accurate completion of the promised service.

(3) Reactivity means that enterprises are ready to provide customers with fast and effective services at any time.

(4) Guarantee refers to the friendly attitude and ability of service personnel.

Empathy means that enterprises sincerely care about customers, understand their actual needs, and give them satisfaction, so that services are full of "human touch"

Chapter vi

16. Contents of compensation management of travel agencies

(1) Determine reasonable and effective salary management strategies and principles: attract the required qualified employees; Comply with 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) To improve employees' welfare, we should start with the systems of house purchase, medical care, pension and vacation.

(3) Actively implement the employee stock ownership plan.

17. Contents of employee training

(1) extensive knowledge and skills necessary for knowledge and skills training, and understand the basic operation of travel agencies.

(2) Attitude and concept cultivation, service significance, moral concept, professionalism and teamwork spirit.

(3) Psychological training Psychological consultation and training can enhance employees' willpower, self-confidence and self-control, and improve employees' innovative consciousness and team spirit.

18. Do a good job in training demand analysis.

(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, determine the training needs of travel agencies according to their strategic objectives, organizational performance and existing human resources.

(3) On the strategic level, the training plan will be based on analyzing the future work priorities of the organization, predicting the future demand and supply of human resources of the organization, and collecting information on the attitude and satisfaction of the members of the organization.

Only by integrating these three levels can we ensure the effectiveness of training demand analysis, and form a system to conduct training demand analysis regularly.

19. Choose a suitable training method.

(1) Classroom teaching method is more suitable for introducing or teaching a special topic to students of mass groups.

(2) The meeting discussion method mainly trains students' ability to analyze, solve and communicate with others.

(3) The case teaching method trains students to improve their independent thinking, analysis and decision-making abilities and their ability to deal with emergencies.

(4) Role-playing is often used in training to improve interpersonal relationships.

(5) The operation demonstration method is applicable to the improvement of new equipment and workflow or the induction training of new employees.

(6) Audio-visual method is more suitable for foreign language training, standard operating procedures and etiquette training.

(7) Internet training method can update the network in time, provide trainees with the latest training materials, and 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

Crisis management of travel agencies refers to a non-programmed decision-making process to avoid and reduce the serious threat brought by crisis events to travel agencies and restore the tourism business environment and tourism consumption confidence by studying crisis, crisis early warning and crisis handling.

early warning system

25. How to better deal with the safety problems of travel agencies?

Construction of Tourism Security System

(1) Tourism safety policies and regulations system

(2) Tourism safety early warning system

(3) Travel safety control system

① Tourism safety index control system

② Automatic driving safety control system

③ Mutual control system for tourism safety.

(4) Travel safety rescue system (5) Travel insurance system

26. Using the basic knowledge of crisis management, how can travel agencies improve their crisis early warning ability?

(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) Establish crisis management mechanism and system.

① Institutional guarantee of crisis management

② Government in crisis management

③ Social forces, non-governmental organizations and tourism enterprise media in crisis management.