| In recent years,with the globalization of the world economy?the rapid development of integration and the intensification of market competition,under the influence of the wave of international business and tourism enterprises'strategic alliance,Chinese travel agencies began to set up strategic alliances.Although it's economic benefits have been achieved,there is still a huge gap compared with the international travel agency enterprises.This paper studies the key factors that affect the success of China's travel agency strategic alliance and its importance based on the actual situation in China,so as to provide some ideas for the operation of China's travel agency strategic alliance.This paper mainly studies the key success factors of the strategic alliance of travel agency enterprise from three steps:The first step is that set well-known travel agency A company,B company as a sample,obtained preliminary data through investigation and interviews,and screening of the related literature in the Chinese HowNet.We get 41 key success factors though analyzing the preliminary data with "classic Grounded Theory".The second step is to collect data in the form of a questionnaire survey for the 41 key success factors identified.We use SPSS statistical software to do the factor analysis of the collected data.According to the factor score coefficient table and the weight model,we use 10 main factors to express the 41 two level indicators of the strategic alliance of travel agency.Then,we use the explanation structure model to find out the main factors of the 10 key success factors.The interpretation structure model of the key success factors of the strategic alliance of the travel agency enterprise is constructed.The key factors at the bottom are the root factors,which are "the compatibility and core competitiveness of the alliance members".Finally,the author puts forward the management strategy of the strategic alliance of the travel agency. |
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