Research On The Enhancement Of Core Competitiveness Of Travel Agencies

As a booming industry and green industry in21st century, tourismenjoys a great market space and development potential, which hasbecome one of the most indutries in most coutries. Based on relevanttheories, this paper first clarifies two concepts, that is,enterprise core competitiveness and travel agencies corecompetitiveness, then reviewes the literature progress of corecompetitiveness,including the features and consitutes of corecompetitiveness, especially, the essential characteristics of thetravel industry, the core competitiveness of the characteristics andfactors which may affect travel agency core competitiveness.Based on the principles of purpose, integrity, scientificalness,representative and importance, this study first selects a series ofindices including enterprise quantity and size and then builds theevaluation index system of core competitiveness for travel agenciesamong the initial indices by factor analysis. Then, an evaluation andranking of core competitiveness is completed on travel agencies in31provinces in China respectively.Based on the analysis, this study selects Sichuan province as anexample and analyzes the current situation of the travel agenciesindustry in Sichuan from industry scale,tourism market,enterprisescompetition, and new products. Four problems of travel agencies insichuan province are pointed out: samll enterprises’ scale, poorstrategy management, weak enterprises’ brand marketing capabilit andfrail enterprises’ culture construction. Then a comparison ob SichuanProvince and Yunnan Province is taken to dig out the causescontributing to the gap between the two provinces. Based on theempirical analysis and contrast studies, sevreral measures aresuggested to improve the travel agencies’ core competitiveness insichuan province: strengthen strategic management, reinforce thetravel agencies’ marketing, enhance the services quality, perfect theenterprise culture, and integrate the chains of travel agenciesindustry.