Research On The Core Competitiveness Of Sino-funded Travel Agency In Macau

After the return of Macao, with the support of the Central People's Government, the SAR Government is actively implementing the following economic development ideas--- "gaming tourism industry as the leader, service sector as the mainstay, other industries develop coordinately," which effectively promote the rapid growth of Macau gaming tourism industry, travel service industry gets rapid development driven by gaming tourism industry. As the expansion of Macau travel agency industry, the rapid increase of its number, making the inter-industry competition become more and more intense and the profit become more and more thin, then, forming the situation of travel agency to become more and more difficult, and the business and living space of travel agency to become more and more narrow. In this market environment, Macao Sino-funded travel agency facing following pressing issues:how to use its own resources and advantages; how to strengthen its internal management; how to enhance its core competitiveness; Macao-funded travel agency how to actively explore and expand market share, control the initiative market right and maintain a stable and sustainable development in the fierce competitive environment.This paper takes the core competitiveness of Macao Sino-funded travel agency as the research object, which makes an in-depth investigation on the development of Macau travel agencies and a comparative study on the competitiveness of Macao travel agencies, furthermore, it makes a correlative analysis of current situation and core competitiveness of Macao Sino-funded travel agencies. Through the above-mentioned study, the last part of this paper discusses a series of related measures of Macao Sino-funded travel agencies cultivating and enhancing their core competitiveness at the environment of the rapid development of Macau gaming tourism industry and the increasing competition between industries:Establishing the awareness of the core competitiveness; improving the ability of enterprise management; improving the technological ability and innovative ability of tourism products; strengthening the brand building of tourism enterprises; accelerating the use of modern information technology; strengthening the telents'cultivation of tourism enterprises and the construction of corporative culture and so on. Hoping that these measures will enable Macao Sino-funded travel agencies to sharpen their competitive edges and to keep its leading position in the same industry.