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Travel agency management is a discipline that studies the law of travel agency management activities. This book mainly discusses the nature, characteristics and functions of travel agencies, the basic procedures for establishing travel agencies, the requirements for tourist cities, the product development and sales management of travel agencies, the promotion of travel agencies, the service management and financial management of travel agencies, and the development trend of China travel agency industry.
After studying the course of Travel Agency Operation and Management, candidates should master the functions and business of travel agencies, classification, elasticity of travel demand, influencing factors of travel agency establishment, organizational design and process reengineering of travel agencies, development history and advantages of China steering wheel travel agency industry, and systematically understand all aspects of travel agency operation and management, including product development, sales management, promotion management, service management and financial management. In view of the strong applicability and operability of the course "Travel Agency Management", candidates should integrate theory with practice in the learning process and cultivate their ability to solve practical problems in the operation and management of travel agencies by using what they have learned.
This course is based on the book "Travel Agency Management" published by Zhejiang Science and Technology Publishing House and edited by Guo. The book consists of nine chapters, and the contents and appendices of each chapter are included in the study and examination scope of this course.
Chapter I Overview of Travel Agencies
A. Learning objectives and examination requirements
Travel agency is one of the three pillars of modern tourism. Tracing back to the origin of travel agencies, analyzing the social and historical reasons for the emergence of travel agencies, and understanding the nature, functions and business of travel agencies are the prerequisites for comprehensively grasping the rules of travel agencies' business activities. Through the study of this chapter, it is required to focus on the following issues:
1. background of world travel agency;
2. Aims of World Association of Travel Agents, World Federation of Travel Agents and China Association of Travel Agents;
3. The nature, characteristics and functions of travel agencies;
4. Functions and main businesses of travel agencies;
5. Different classification methods of travel agency types.
B. Platform for Action
Section 1 A Brief History of Travel Agency Development
First, the emergence of travel agencies.
(A) historical background
(B) the emergence of law enforcement agencies
Second, the development of travel agencies.
(A) the development of world travel agencies
(B) the development of travel agencies in China
Section 2 Nature and Function of Travel Agencies
First, the concept of travel agency
Second, the nature of travel agencies.
(A) the travel agency is an important intermediary to communicate the producers and consumers of tourism products.
(2) Travel agencies are enterprises with strong dependence and great difficulty in cooperation.
Third, the characteristics of travel agencies.
(1) Travel agencies are crowded, dispersed and mobile enterprises.
(2) Travel agencies are enterprises with strong dependence and great difficulty in cooperation.
(3) Travel agencies are enterprises with strong seasonality and regionality, complex external constraints and unstable operating efficiency.
(4) Travel agencies are enterprises with wide contacts and high self-discipline.
Fourth, the role of travel agencies.
(A) travel agencies to provide services for tourists' consumption needs
Travel agencies have attracted a large number of consumers for various travel service agencies.
Section 3 Functions and Business of Travel Agencies
I. Functions of travel agencies
(A) production (combination) function
Organization and coordination
(3) Sales function
(D) Information consulting function
(E) Economic benefit distribution function
Second, the main business of travel agencies
(a) to undertake tourism-related business entrusted by the CMC.
(2) Making tourism products
(3) Publicity and sales of tourism products
(4) Providing intermediary services
(5) Receiving tourists and organizing tours.
Section 4 Establishment of Travel Agencies
A. Learning objectives and examination requirements
The establishment of travel agency is the beginning of travel agency management. For those who are interested in the travel agency industry, it is very important to understand the contents of this chapter for the management of travel agencies. Through the study of this chapter, candidates are required to understand and master the following questions:
1. Characteristics of travel agency work;
2. Quality requirements of travel agency managers;
3. Internal and external factors affecting the establishment of travel agencies;
4. Basic procedures for establishing domestic travel agencies and Chinese and foreign travel agencies;
5. The relationship between travel agency organization design and process reengineering:
6. The current situation of travel agency organization design and business process, organization redesign and process reengineering.
B. Platform for Action
Section 1 Professional Requirements for Travel Agency Work
First, the characteristics of travel agency work
The directness of service
(B) the complexity of the work
The breadth of knowledge
(4) the timeliness of business
Extensive contact
Second, the quality requirements of travel agency managers
Employment motivation
(B) knowledge structure
(3) Self-ability
(4) Physical and mental condition
Section 2 Factors Affecting the Establishment of Travel Agencies
First, the external factors affecting the establishment of travel agencies
(A) the development of tourism
(2) Relevant national policies
(3) Laws and regulations concerning travel agencies
Second, the internal factors affecting the establishment of travel agencies
finance
(2) Selection of business premises
(3) Employment of employees
(d) Establishing cooperation networks
(5) Organizing tourists
Section III Basic Procedures for Establishing Travel Agencies
First, set up the basic procedures for domestic travel
(1) Submit application documents
(2) Institutional review
(three) the issuance of travel agency business license
(4) tax registration.
Second, the basic procedures for the establishment of Sino-foreign joint venture travel agencies
(1) Submit application documents
(2) Examination and approval of joint venture travel agencies
Section IV Organizational Design and Process Reengineering of Travel Agencies
First, the concept, process and process reengineering of travel agency organization design
(A) the concept of travel agency organization design
(B) the concept of travel agency process and process reengineering
Second, the relationship between travel agency organization design and process reengineering
(A) The organizational design of travel agencies takes process reengineering as the core.
(B) The process reengineering of travel agencies will inevitably lead to the corresponding organizational design.
Thirdly, the organizational design of travel agencies and the current situation analysis of their business processes.
(1) Internal departments of travel agencies
(B) Analysis of the current situation of organizational design of travel agencies
(C) Analysis of the current business process of travel agencies
Fourthly, the redesign and process reengineering of travel agency organization.
(a) Redesign of travel agency organization
(B) Travel agency business process reengineering
Chapter III Analysis of Tourism Demand
A. Examination requirements for learning purposes
Tourism demand is one of the decisive factors in the product development of travel agencies. Understanding the basic characteristics of tourism demand and tourists' purchasing motivation, mastering the law of tourism supply and demand, and the price elasticity, income elasticity and cross elasticity of tourism demand are the basis for travel agencies to formulate correct product strategies and price strategies. Through the study of this chapter, candidates are required to focus on the following issues:
1. Factors affecting tourism demand;
2. The role of tourism motivation in stimulating people's tourism activities:
3. Types of tourists' purchase motives;
4. Tourism demand curve and tourism supply curve;
5. Factors affecting the price elasticity of demand;
6. Income elasticity of tourism demand;
7. Evaluation of related factors of tourism demand.
B. Platform for Action
Section 1 Basic characteristics of tourism demand
I. Overview of needs
Second, consumer demand.
Third, tourism demand.
Fourth, the factors that affect tourism demand.
(A) product factors
economic factor
(C) the objective factors of consumers
(D) the psychological factors of consumers
In the second quarter, tourists' purchasing motives
First, the concept and role of incentives
(A) the concept of motivation
(B) the role of incentives
Second, the patterns and types of purchase motives
(A) purchase motivation model
(B) the types of tourists' purchase motives
Third, the incentive of buying motivation.
(A) the incentive to buy
(B) Ways and means to induce the purchasing motivation of implementing agencies
Section 3 Analysis of Tourism Demand
I. Overview of market supply and demand
demand curve
(2) Supply curve
Second, the price elasticity of demand
Third, the income elasticity of demand
Fourthly, the cross elasticity of tourism demand.
Section IV Evaluation of Relevant Factors of Tourism Demand
I. Population situation assessment
Second, the evaluation of social purchasing power.
Three. Evaluation of social consumption composition
Fourthly, the evaluation of social consumption fashion.
Verb (abbreviation of verb) evaluation of savings amount
Chapter IV Product Development of Travel Agencies
A. Learning objectives and examination requirements
Products are the foundation of travel agencies' survival. Without products, the management of travel agencies is impossible. Therefore, it is very important to understand the characteristics and forms of travel agency products and deeply grasp the development status and direction of international and domestic tourism products of travel agencies in China. Through the study of this chapter, candidates are required to understand and master the following questions:
1. Features of travel agency products;
2. The form of travel agency products;
3. The development status of international tourism products of travel agencies;
4. The necessity of diversification of travel agency products;
5. The main characteristics of China travel agency in developing domestic tourism products:
6. Development direction of domestic tourism products of travel agencies.
B. Platform for Action
Section 1 Features and Forms of Travel Agency Products
First, the characteristics of travel agency products
Second, the form of travel agency products
Single service (single service)
(2) package tour
(3) Half-package tour
(4) Mini tour groups
(5) package tour.
(6) Joint tourism
Section 2 Product Development of Travel Agencies
I. International Tourism Product Development of China Travel Agency
(A) the development status of international tourism products of travel agencies
(B) to explore a new situation of product diversification of travel agencies
Second, the development of domestic tourism products of China travel agencies
(A) the main features of domestic tourism products developed by the executing agencies
(B) the direction of domestic tourism product development of travel agencies
Chapter V Sales Management of Travel Agencies
A. Learning objectives and examination requirements
The sales management of travel agencies includes target market selection, sales channel management and tourism price management. The quality of travel agency sales management is directly related to the success or failure of travel agency management. Through the study of this chapter, candidates are required to master the following questions:
1. Factors affecting the target market selection of travel agencies;
2. The factors that should be considered in choosing and adjusting tourism agents;
3. Composition of package price of travel agency;
4. Factors affecting the price of travel agency products.
B. Platform for Action
Section 1 Selection of Target Market of Travel Agency
First, the basis of travel agency target market selection
(1) Residents can freely control their income.
(2) Regional population
(3) Distance
(4) International trade situation
(5) Length of paid holidays
(6) Product features of destination travel agencies
Second, the choice of target market for travel agencies.
Section 2 Sales Channel Management of Travel Agencies
First, the marketing channels of tourism products
Tourism intermediary
(2) Types of sales channels
Second, the travel agency sales channel strategy
(A) direct marketing channel strategy
(B) Franchise sales channel strategy
(C) a wide range of sales channel strategies
(D) selective sales channel strategy
Thirdly, the choice, cultivation and adjustment of tourism intermediary.
(A) the choice and cultivation of tourism intermediary business
(B) the adjustment and re-selection of tourism intermediaries
Section 3 Product Price Management of Travel Agencies
I. Types and composition of product prices of travel agencies
(1) group package price
(2) Half package price
(3) Small package price
(4) Zero package price
(5) individual travel price
(vi) Prices of special services
Second, the factors that affect the price of travel agency products
(A) the value of tourism products
(B) the market supply and demand relationship
(C) the impact of demand elasticity on prices
The influence of exchange rate changes on tourism prices
(E) the impact of national policies on travel agency prices
Third, the pricing objectives and strategies of travel agencies
(A) the travel agency pricing objectives
(B) travel agency pricing strategy
Chapter VI Promotion Management of Travel Agencies
Promotion management is the most creative link in the operation and management of travel agencies, and it is also an area where talented travel agency managers can show their talents. Formulating the best promotion combination, establishing a good image of tourist destination and using appropriate promotion methods are the keys to smoothly realize the transfer of travel agency products from production to consumption. Through the study of this chapter, candidates are required to understand and master the following questions:
A. Learning objectives and examination requirements
1. The concept of travel agency promotion and the determination of promotion budget;
2. Factors that travel agencies should consider when determining the promotion mix;
3. Promotion combination strategy of travel agency;
4. The characteristics of tourist destination promotion;
5. The significance of tourism destination image publicity;
6. The contents and basic procedures of tourism destination image publicity strategy;
7. Problems that should be paid attention to in the implementation of China tourism destination image publicity strategy:
8. The role of tourism fairs and major international tourism fairs in the world;
9. Advantages of travel agencies in promoting the Internet
B. Platform for Action
Section 1 Overview of Travel Agency Promotion
First, the concept of travel agency promotion
Secondly, the formulation of travel agency's promotion combination strategy.
(A) the determination of the travel agency's promotion budget
(B) the determination of the best promotion combination of travel agencies
(C) travel agency promotion mix strategy
Section 2 Tourism Destination Publicity
First, the characteristics of tourism destination promotion
integrity
Synergy
(3) long-term nature
Second, the significance of tourism destination image publicity
(A) the image is an important basis for tourists to choose a tourist destination.
(2) Maintaining a lasting good image is the basis for a tourist destination to ensure a stable source of tourists.
(3) The similarity of tourism resource elements and processed tourism products makes image the basis of attracting tourists.
Thirdly, the propaganda strategy of destination image.
(A) the content of tourism destination image publicity strategy
(B) China's implementation of tourism destination image publicity strategy should pay attention to issues
Section 3 Promotion of Tourism Products
I. Tourism Fair
(A) the role of tourism fairs (fairs)
(2) Brief introduction of major international tourism fairs (fairs) that China participated in.
Second, Internet promotion.
Chapter VII Service Management of Travel Agencies
A. Learning objectives and examination requirements
The service management of travel agencies is the most complicated and difficult link in the management of travel agencies. The quality of service management is directly related to the survival and development of travel agencies. Through the study of this chapter, candidates are required to understand and master the following questions:
1. The content and function of travel agency procurement;
2. The contents that should be paid attention to in the procurement management of travel agencies;
3. The nature and characteristics of the reception work of travel agencies;
4. How to strengthen the planning and management of reception work of travel agencies?
5. Reception procedures for tour groups;
6 problems that should be paid attention to when receiving large or special tour groups;
7. How can travel agencies provide individual services?
8. Functions and characteristics of tour guide service;
9. How to strengthen the management of tour guides?
B. Platform for Action
Section 1 Procurement Management of Travel Agencies
I. Contents and functions of procurement work
(a) Ensure the provision of various services required by travelers.
(B) reduce the cost of tourism products
Second, the procurement management of travel agencies
(A) the establishment of a broad procurement cooperation network
(b) Ensure the correct handling of supplies
(3) Handle the relationship between centralized procurement and decentralized procurement.
(d) Dealing with the relationship between reservations and cancellations.
(V) Strengthening the management of procurement contracts.
Section 2 Management of Reception Work of Travel Agencies
First, the nature and characteristics of reception work
Second, the reception work plan management
Third, the cost management of reception work
Fourth, the quality management of reception work
Verb (abbreviation of verb) Safety management of reception work
Section 3 Team Business Management and Individual Guest Reception Management
First, the business management of the team
(A) general tourism reception business management
(two) the reception management of large and special tour groups
Second, personal reception management
Section 4 Tour Guide Service and Tour Guide Management
First, the role of tour guide service
(a) the tour guide service is the most important service in various tourism services.
(2) Tour guide service is the most sensitive sign of the quality of tourism service.
(3) Tour guide work is the link and bridge connecting various tourism services.
(d) The quality of tour guide work directly affects the sales of tourism products in the host country.
Second, the characteristics of tour guide service
Heavy workload
(2) Strong independence
(3) The work is difficult.
(D) a high degree of integration of mental and physical labor.
(5) Facing material temptation and spiritual pollution.
Third, the management of tour guides
(A) management of full-time tour guides
(B) the management of part-time tour guides
Chapter VIII Financial Management of Travel Agencies
A. Learning objectives and examination requirements
Financial management plays an important role in the business activities of travel agencies. Strengthening the financial management of travel agencies can not only effectively organize the financial activities of travel agencies, but also properly handle various internal and external economic relations of travel agencies. At the same time, it can actively promote the financial activities of travel agencies, properly handle various internal and external economic relations of travel agencies, and actively promote the improvement of various business activities and management levels of travel agencies, so it is of great significance. Through the study of this chapter, candidates are required to focus on the following issues:
1. Main ways for travel agencies to raise funds;
2. The role of capital cost;
3. The contents of current assets management of travel agencies;
4. Principles and methods of cost management of travel agencies;
5. Principles and general procedures for profit distribution of travel agencies.
B. Platform for Action
Section 1 Fund-raising Management of Travel Agencies
I. Capital and capital flows
Second, the time value of funds.
Third, raise funds.
(a) Call for direct investment
(2) Stock financing
(3) Debt financing
Fourth, the cost of capital.
(A) Introduction to the cost of capital
(B) the role of the cost of capital
Section 2 Asset Management of Travel Agencies
I. Cash management
(1) Speed up the collection.
(2) control expenditure
Two. Management of receivables and prepayments
Third, inventory management.
Section 3 Cost and Expense Management of Travel Agencies
I. Classification of Travel Agency Costs and Expenses
Second, the connotation of travel agency costs
Third, the principles and methods of cost management of travel agencies
(A) the principle of cost management of travel agencies
(B) travel agency cost management methods
Four, travel agency operating costs accounting
Section 4 Management of Operating Income and Profit of Travel Agencies
I. Management of Travel Agency's Operating Income
(1) Confirmation of operating income of travel agencies
(2) The contents of the operating income of the travel agency
Second, the profit management of travel agencies
Three. Travel agency income tax
Fourth, the principle of profit distribution of travel agencies.
(A) the principle of profit distribution of travel agencies
(2) The general procedure of profit distribution of travel agencies.
Chapter IX China Travel Agency Industry
A. Learning objectives and examination requirements
According to the function, nature and industry status of travel agencies, the development of China's travel agency industry has roughly gone through two stages, namely, the germination and initial stage before 1984, and the growth stage since 1984. It is of great significance for the future management of travel agencies to understand the development course of China travel agency industry and correctly grasp the development trend of China travel agency industry. Through the study of this chapter, candidates are required to understand and master the following questions:
1. Main business of China Travel Agency before the establishment of People's Republic of China (PRC);
2. The characteristics of the development of new China travel agency industry;
3. 1985 The characteristics of the development of the travel agency industry in China after the promulgation of the Interim Regulations on the Administration of Travel Agencies;
4. The development trend of China travel agency industry.
B. Platform for Action
The first section is the germination and start of the travel agency industry in China.
First, before the founding of China travel agency industry.
Second, the travel agency industry after the founding of New China
(A) the functions and nature of travel agencies are variable.
(2) The number of receptionists has changed greatly, with an overall increase.
(3) From complete monopoly to oligopoly
Section II Growing Travel Agency Industry in China
First, the travel agency industry in China has developed from oligopoly to monopoly competition.
Second, from the seller's market to the buyer's market.
Third, from disorderly competition to orderly development of China travel agency industry
Section III Development Trend of Travel Agency Industry in China
First, the opening trend of the travel agency industry
Second, the trend of convergence and unification of travel agencies.
Thirdly, the modernization trend of travel agency information management.
Fourth, the diversification trend of travel agencies.