Our Travel Agency Business Model Is Based On The Value Chain Analysis

Travel agency, being the leading enterprises in tourism industry, has a key importance to the development of tourism industry. With the continuous rising and changing of the tourist’s consumption demands, the transformation of tourist’s consuming methods influenced by the new internet and e-commerce technology, various changes inside tourism industry, and the challenges caused by globalization, how to encounter these changes and how to improve self-competitiveness become the must solve problem to the travel agencies in their development.This thesis analyzes the business model of Chinese travel agencies according to the value chain, and proposed the countermeasures and solutions to the innovation of business models. This thesis is divided into three parts with five chapters and the conclusion. The first part is the introduction to show the research background, significance, methods, train of thoughts and the contents. The second part is the main body part including chapter two to five. Through literature review and theoretical analysis to the inner and outer value chain and business model of travel agencies, this paper establishes the value chain and business model of traditional and modern Chinese travel agencies, proposes the problems reflected by value chain and business model of traditional and modern travel agencies, which is influenced by e-commerce to its inner and outer value chain and lastly provides the countermeasures and solutions for the innovation of the business model. The last part is the conclusion of the contribution and deficiencies of the thesis.The main contribution of this thesis is to analyze the business model of travel agencies based on value chain and to provide the innovation countermeasures and solutions to the business model of Chinese travel agencies, which are value chain innovation based on tourist’s needs, improving the inner value chain by optimizing the critical business abilities, improving the outer value chain by enhancing the cooperation with partners, and promoting the assistant value chain construction by impelling the travel agency’s process of e-commerce.