China Travel Agency Franchise Model Countermeasures

In the development of tourism economy, travel agency enhances the transition from potential tourism attractions to tourism product through combining the elements such as eating, accommodation, transportation, traveling, shopping, entertainment and etc. It effectively enhances tourism supply and plays an important role. In the past few years, travel agency in China develops greatly both in quantity and quality.But as the development of domestic tourism industry, especially the existence of much contact travel agency, systematization of the travel agency decrease. Domestic travel agency is not only small in size but also weak in corporation system, function, management, e-business, technology and etc compared to foreign counterparts. Domestic profit rate of travel agency decreases quickly. According to data of National Tourism Bureau, most of the domestic travel agency is weak in market share and profitability.At present, many large travel agencies begin to enhance competitive advantage through merging, establish brand chain, franchising and so on, which establishes their own operating system. Franchising of travel agency, a new method to enlarge the scale of travel agency, has gained great attention and development also. Actually, the mode of franchising exists all over the world and has made great progress. In China, mode of franchising also plays an important role in development of hotel and restaurants. Till now, research in franchising of travel agency is still in low stage either in theory and practice. According to the present condition of the domestic travel agency and the needs of enlargement in scale, this...