Travel Agency Enterprise Core Competitiveness Study

The enterprise core competency theory derives from the research on the persistent competitive advantage of the enterprise .It is the further study of enterprise competitive advantage theory. Compared with other strategic management theories, the core competency theory makes a research on the inside factors which make an enterprise achieves lasting competitive advantage.Based on the enterprise core competency theory, this paper analyzes the core competency of the travel agency. And sum up the four core competency factors renterprise reputation, enterprise culture, brand and customer loyalty, which are necessary for a travel agency to gain advantage in competition. This paper also analyzes the current situation about core competency of the travel agency in our country, and figures out some methods to improve the core competency of the travel agency in our country.