A Study On The Market Service Of Tourism Association

Cultivating and developing business association is not only one way to simplifyadministration and transfer power, but also a need to transfer the market economicsystem since the government institutional reform launched by the state council in1998. In order to exploit the decisive impact of market in resource allocation andtransform the government’s administration to market, the indispensable function oftourism association in the market management system should be fully valued. Buthow can tourism association perform well in market is a new problem for itsdevelopment. The creation of this study lies in the systematic research on the marketservice of Chinese tourism association.Since the development of Chinese tourism association is the product of nationalinstitutional reform which appears as the top-down model, it’s caught in the trap ofdislocated function and can’t perform well. For the sake of fitting and promoting thetransformation of economy, politics and social system, it’s a must for managementsystem to switch from department to business. Accordingly, the tourism associationshould give its full play to market service. This paper focuses on exploring how cantourism association serve the market as a business organization, and it is presented infour aspects which include protecting rights outside the industry, serving tourismenterprises, functions of multilateral coordinating and serving consumers. Some ofthese functions come from the transformation of government’s administration, someare from summarizing and innovating the experiences of tourism association activitiesin and out of China, therefore, this study tries to build a systematic frame for themarket service of tourism association.The last part provides optimizing strategies to ensure the market service oftourism association in terms of legal protection, government&association relation,staff in organization, function orientation, fund sources and self-regulation.