The Construction Research Of Travel Agency Distribution Channel Based On The Individual Demand Of Tourism

With the rapid development of social economy and the maturity of people’stravel concept, a tourism trend of FIT has appeared in our country, travel agency’straditional distribution channels cannot meet the needs of customers’ personalization,diversity and flexibility, to this end, how to explore new distribution channels to adaptto the development of the individual, must be considered as a problem by the travelagency.In this paper we take the travel agency in Qingdao as an example, combined withthe demand of individual travelers and the new situation of economic society. Itmakes a systematic analysis of problems in the travel agency distribution channelbased on the individual demand of tourism, and constructs a distribution channelbased on the individual demand of tourism, is of great significance for reference notonly to travel agency in Qingdao to develop and operate FIT tourism market, but alsoto travel agency in other area.Article is divided into five chapters. The first chapter throws light on backgroundalong with the significance of this research, and gives a clear thought on the currentsituation of research both in China and abroad. The second part analyzed and definedthe main concepts involved, such as individual traveler, individual demand of tourism,distribution channel, online channel, mobile e-commerce channel based on theprevious research, and expounds Maslow’s hierarchy of needs theory and value chaintheory. In chapter three, the paper stated the basic situation of travel agency inQingdao, then, it thoroughly analyzed offline distribution channels (travel agencyoutlets channels, travel fair channels), online distribution channels (travel agency websites channels, comprehensive and professional travel websites, third party traveltrading platform), mobile e-commerce channel (travel agency mobile web channel, mobile apps channel) based on the individual demand of tourism, emphases on theproblem in each distribution channel. The fourth chapter, combined with the problemraised in chapter three, put forward practical construction methodology for travelagency’s distribution channel in Qingdao based on the individual demand of tourism.The fifth part illustrates the conclusion and main contribution of the article.During the course of studying, documental method, practical survey method,online discussion method and so on are used synthetically, be aimed at the researchmore seriously and more scientific. The author hoped that through the research to thedistribution channel of travel agency in Qingdao, travel agency managers can paymore attention to individual travelers, combine with their personal situation andproblems, and have a correct understand to the demand of individual travelers, at thesame time, use proper distribution channel to develop and expand FIT tourism market,and then promote the development of the FIT tourism.