An Research On Multiple Tourism Operation During The Industries Restructuring

This is an industries restructuring era. More and more new new tourism formats emerged on the process of transformation and upgrading. There are two different industrial background, market subdivides and industry integrated. Innovation has become the key to grasp the lifeline of business. This article selected tourism enterprises who are operating two or more business as the research object .Based on a serial theories, such as industrial correlation,industry associations, the smile curve, the integration theory, brand stretching theory, and a third dimension of growth theories by Mckinsey, this paper composite a new concept that borrowed the ideas from retail formats related theory, multiple tourism operation.In this paper, qualitative analysis and quantitative analysis, theory and empirical research methods are combined used. The aim is to build a theoretical framework of complex tourism operation.First, this paper analyzes the use of SWOT model to composite the advantages, opportunities, weaknesses and threats, which are differing from other tourism format.Then, it proposed physical and chemical compound classification and draws an facial smile evolution picture.It also summarizes the peculiar management modes, operation types and profit patterns.Based on the types of symbiotic relationship between sub-plot formats, this article set three kinds of chain structure model, which are the single chain model, the parallel chain model and leverage industrial chain model. And it reveals three development routes, the corresponding business extension way, the main- supporting business development path and deliberate expoldering style.Studies come from practice and is expected to serve the practice. Hope that this study can do something for the planning, risk investment and pursuit for profit of complex tourism operation. Creativities is bondless, industries could be any patterns. The complex tourism operation will become an important tourism industry development.The thesis is related to fill the gap theory. But because of the limit of relevant data and my capability, this study is only in a superficial level. With more specialists and scholars'wisdom, more valuable opinions and theories on multiple tourism operation will arise.