Research On The Mechanism And Path To Realized Modern Transformation Of Traditional Tourism Enterprises

Reform and opening up has more than thirty years, the market economyreleased tremendous vitality, and China’s rise is an indisputable fact. But it isundeniable, China is experiencing the growing pains of reform，endless variety ofissues has come to a critical turning point from quantitative to qualitative. Therefore，to promote economic restructuring and industrial upgrading become the importanttask in the process of Chinas economic growth and development. Enterprises are themainstay of the market and play an extremely important role in the socio-economic.Throughout the world，despite of the different social and economic system，besidesthe national conditions vary widely，the role of enterprises in the social economy areextremely important. Not only the wealthy of the worlds top500enterprises，butalso the private SMEs modest，all of them are provide a source of social progress.From “the tourism career” to “the tourism industry”, and to “strategic pillarindustry”, Chinas tourism is undergoing a transmutation. On the one hand, with theformal introduction of the national tourism and leisure Platform, the age of “sleep onthe train and off camera” travel patterns gradually become a thing of the past. Thedemand of market began to mature: leisure, conference and exhibition, healthpension, RV travel, outward bound are occupying the high-end market. On the otherhand, the travel supply market changed, with Chinas accession to WTO, the efforts offoreign investment in the expansion of Chinas tourism industry are growing wider,the scale and specialized of supply subject, the excess of the total supply andstructural contradictions highlight. The tourism industry is facing reshuffle edge. Inshort, Chinas tourism industry is experiencing “second pioneering” phase andtourism upgrade imminently.Tourism enterprises are the main part of the tourism market, playing animportant role in the development of tourism and promoting the development ofChinas tourism industry largely. But it is undeniable that there are still manyproblems in the development of tourism enterprises at this stage. For example, adisproportionate of the enterprises structure of high, medium and low, a low level of scientific and branding management in operation and management. What’s more,the innovation capabilities of the quality and product capacity are weak. Therefore, atourism enterprise has traditional or modern. Traditional tourism enterprisestransition to a modern tourism enterprise is a historical necessity. Based on this,“theMechanism and path to Realizing Modern Transformation of Traditional TourismEnterprises” is selected as a research topic, for the purpose of exploring a suitableway to modern transformation of traditional tourism enterprises.The article is divided into two parts: the theory and empirical case. Thetheoretical part consists of the first five chapters of the article.1. The paper determined the direction and innovation on the basis of theresearch review, which build a general theory of the modern transformation oftraditional tourism enterprises and to be corroborated by empirical case. After that,it combs the theoretical basis of the article. It consists of the modern marketeconomy theory, modern enterprise system, enterprise competence theory,enterprise life cycle theory and business innovation theory.2. The paper discriminated the duality of tourism enterprises from traditionalenterprise with a modern enterprise, traditional tourism enterprises and moderntourism enterprises. And the article pointed out: traditional tourism enterprises withmodern tourism enterprises are a relative proposition, and accompanied by thedynamic evolution of the trend.3. The article analyzed the problems the current situation of the development oftraditional tourism enterprise. The paper pointed out that the talent, market,innovation which can restrict transformation of traditional tourism enterprise.Besides, in the context of the competition in the traditional field of tourismdiversification and emerging field of tourism by specialized, combining lack of corecompetencies and innovative capacity with the challenge of emerging tourism format,the living space of traditional tourism is infinite compression. There profitability levelare declined, even exit the market.4. On this basis, the article combined economic globalization, Chinas economicand social transformation and the general laws of the development of tourism, putting forward the proposition of the modern transformation of traditional tourismenterprises. The paper pointed out that the modern transformation should cover thefive sides: entrepreneurs&entrepreneurship, system&philosophy, knowledge&technology, products&services and the travel format mode. At last, the articleresearched on the strategy, driving force and mode on the modern transformation ofthe traditional tourism enterprises, which pointed out that it can realize the moderntransformation by insourcing, outsourcing, crowdsourcing models.And the empirical case part is the sixth chapter of the article. The paperdiscussed the transformation path by capital, technology, market and operation&management. After that, the article empirical analyzed four scenic cases of thePhoenix Town, Jiuzhaigou National Park, Mount Huang and Bifengxia scenic. And itdemonstrated the feasibility of the path to the modern transformation of traditionaltourism enterprises which paper presented.