广州市旅行社行业市场绩效探析  

Analysis of Market Performance of Travel Agencies in Guangzhou

作　　者：刘志芳[1] 陈文君[2] 

机构地区：[1]广州大学旅游学院,广东广州510002 [2]广州城市职业学院旅游与公共管理学院,广东广州510405

出　　处：《广州城市职业学院学报》2009年第1期4-11,共8页Journal Of Guangzhou City Polytechnic

基　　金：广东省科技厅软科学项目:广州市旅游科技化与旅游业可持续发展研究(2006B70102018);广州市旅游局;广州地区旅行社协会项目:广州地区旅行社发展研究(2007)

摘　　要：近年来,广州市旅行社业发展很不稳定,如何提升市场绩效是广州市旅行社业亟待解决的问题。文章主要采用2001—2006年广州市旅游统计年鉴上的数据,通过对照全国、上海旅行社业的营业收入、旅行社数量和总接待人数3个指标,分析了广州市旅行社业市场绩效现状。并从经济效益、社会效益方面的指标定量分析及通过案例的定性分析了广州市旅行社业的市场绩效,分析结果显示广州市旅行社业在利润率、市场集中度、员工素质等方面影响着市场绩效。提出了"内外结合"、降低市场集中度、提高员工素质和社会福利的解决措施。In recent years, travel agencies in Guangzhou develop unsteadily. Now the most important and urgent question is how to improve the agencies＇ market performance. The study mainly makes use of the data of Guangzhou Tourism Statistics Yearbook. Through comparing three index of revenue, travel agencies＇ number and tourist number in the whole country and Shanghai, this study analyses the travel agencies＇ market performance in Guangzhou. The aspects of economic benefits, social benefits are quantitatively analyzed and cases are qualitaively analyzed to evaluate the travel agencies＇ market performance in Guangzhou. The results show that the market performance of travel agencies in Guangzhou are influenced by their margins, market concentration, and staff quality. It proposes measures like ＂insider and outside factors integrated＂, lower market concentration, staff quality, and social welfare improvement.

关 键 词：旅行社 市场绩效 社会效益 广州市 

分 类 号：F592[经济管理—旅游管理]