Research On Regional Tourism Enterprise Group Organization Structure Change

With the improvement of the openness of the tourism market after China’s accession to the WTO, China’s tourism enterprises learned some advanced management concepts from foreign tourism groups. In order to deal with the fierce competition, and to achieve the benefits of scale economy, some provinces and cities set up a number of regional tourism enterprise groups in about2000. To some extent, the formation of the regional tourism enterprise groups promotes the integration of resources and competitive ability.Regional tourism enterprise groups are different from the abroad tourism groups which are try to relate to marking with the business. Therefore, some problems came up, for example, unclear property rights, disorganization and inefficiency, etc. Among them, the disorganization of the organization structure is one of the most fundamental issues. The long-term development of the regional tourism enterprise group needs clear strategic positioning, and implementation of the strategy needs support from appropriate organization structure. Hence, the change of the organization structure of the regional tourism enterprise groups should be carried out.From literature search the author found that there are many studies about enterprise group organization structure change and tourism enterprise grouping. However, few researches involve regional tourism enterprise group organization structure change. Tourism enterprise groups are different from general corporate groups. The organization structure of the regional tourism enterprise group is the foundation to reach internal strategic synergies and improve overall competitiveness. Therefore, it is necessary to study regional tourism enterprise group organization structure change.Firstly, this paper summarizes literature review about regional tourism enterprise groups’organization structure, gives clear definition of the concept of organization structure, regional tourism enterprise groups and change. Then the paper points out problems of organization structure of the tourism enterprise groups. After that the paper analysis the thrust and drag of regional tourism enterprise groups’organization structure change from external and internal aspects. Eventually, the article proposes the way to change regional tourism enterprise groups’ organization structure, and the premise, preparation, direction and related mechanisms of change.This paper argues that network organization structure is the most suitable structure of regional tourism enterprise groups. But the change of organization structure should be gradual. At first groups can build improved M-typc structure, then transit to network organization structure. Building improved M-type structure can also be divided into three steps:the construction of M-type organization structure, the construction of geographic network organization structure, the tryout of network organization structure in basic enterprises.To improve the applicability of the study, Shandong Inzone Tourism Group was selected as a case study analysis. Through an overview introduction Inzone Tourism Group, this paper introduces situation of before and alter the change of organization structure of the Group. Then analyzes thrust and drag force of change. At last, the paper points out that its organization structure is still not perfect, proposes some improvement measures. At the end of this article, the author present prospects for the future.