Comparison Of Mission Statement Contents: A Case Study Of 100 Travel Agencies Between China And USA

Travel agency functions as a bridge for tourism industry. With twenty year's development and open-policy, the way to implement the strategy has become an important question for China's travel agency industry.Strategy management for travel agency concerns with environmental analysis, direction plan, strategy plan and strategy implement, in which the mission statement is one of the main topics. Yet the research on the travel agency's mission statements remains blank. Under this background, the paper sampled mission contents from U.S. Top 50 Travel Agency, as well as the China's Power 50, in order to discover the basic components of Mission statements for Travel Agencies, to compare the primary differences of two countries, and to offer some advice for mission statement establishmentThere are five parts in this thesis: Chapter 1 illustrates the background of research, and relative works to Tourism Strategy Research; Chapter 2 analyzes the concepts involved in mission statements; Chapter 3 is comparing the mission statements contents between China's and U.S.A.'s travel agency; Chapter 4 offers some suggestions for travel agency to establish mission statements; The last summarizes the whole, and points out the deficiency and further research of this research.From the comparison of mission statements of two countries, we found:The 1_st, travel agency shares its own importance. Based on David's Nine Components of Mission Statements, travel agency has three to four components about 42%, 14% zero component.The 2_nd, there are there components for both China's and USA's travel agency, which is products/service, customers, and employees. But China's agency attaches more importance to philosophy, image and market while USA's more regards the core technology。The 3_ird the mission statement is said positively relate to performance by Christopher. Proven the relationship between mission statement and Travel Agency's rank, this research found the same components ascending agencies share and the components descending agencies ignore. But this is not enough to prove the direct relationship between mission statements and performance in travel agencies...