Chapter 1
1. How are the development stages of my country’s travel agency industry divided?
(1) The first stage, the early stage of travel agency development (1978-1989). With the implementation of reform and opening up in 1978, the tourism industry developed rapidly. China International Travel Service, China Travel Service, China Youth Travel Service, and A tripartite industry oligopoly situation has been formed in my country's travel agencies. In order to meet the rapidly growing demand for international inbound tourists, Chinese travel agencies, tourism transportation, and overseas hotels have been built in large quantities.
(2) The second stage, the growth period of travel agency development (1990-1994). During this period, our government began to allow Chinese citizens to visit relatives and travel abroad. This is another major breakthrough in the development of my country's tourism industry.
(3) The third stage is the adjustment period for the development of travel agencies (from 1995 to the present). During this period, various laws and regulations have been promulgated accordingly to better protect the legitimate rights and interests of tourists and travel agencies and maintain the order of the tourism market. , promotes the healthy development of my country's tourism industry, and marks that the healthy development of China's travel agency industry has entered a new stage of development.
2. Briefly describe the nature and functions of travel agencies.
Nature: service, profit, intermediary
Function: Organizational function: the function of a travel agency to develop and combine tourism products
Sales function: on the one hand, it meets Tourist demand, on the other hand, can enable tourism products to enter the consumption field more smoothly
Coordination function: 6 aspects of food, housing, transportation, entertainment, shopping and travel
Distribution function: reasonable allocation of tourists spending to maximize the satisfaction of tourists
Provide information functions: On the one hand, travel agencies, as an important channel for the sales of tourism products, are familiar with tourists’ demand changes and market dynamics; on the other hand, travel agencies should Timely, accurately and comprehensively deliver the latest developments and changes in relevant departments of tourist destinations to the market so that tourists can understand and purchase.
3. Briefly describe the business characteristics of travel agencies.
Labor-intensive, intelligence-intensive, service-oriented, relevance, sensitivity, volatility
Relevance, extensiveness, division of labor and cooperation, decentralization, independence
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4. In European and American countries, what are the differences between travel wholesalers, travel operators and travel retailers?
(1) A travel wholesaler is a travel agency organization engaged in the production, organization, promotion and promotion of tour groups.
(2) A travel operator refers to a travel agency that arranges , a travel agency that mainly combines travel products and also operates a part of retail business.
(3) Travel retailers refer to those who directly promote and sell travel products to individuals or social groups, specifically to attract tourists.
Contact: Travel retailers are the bridge and link between travel operators and travel wholesalers and tourists, and all their income comes from sales commissions.
Difference: ① Travel wholesalers generally do not engage in retail sales, while travel operators often sell travel products through their retail agencies. ② Travel wholesalers usually form new packages by purchasing and combining ready-made services, while travel operators usually design new products and provide their own services. ③Travel wholesalers generally do not engage in on-site reception business, while travel operators do the opposite.
Chapter 2
5. What principles should travel agency product development and design follow?
(1) Market-oriented principle (2) Characteristic principle (3) Diversity principle (4) Pertinence principle
(5) Layout rationality principle (6) Benefit principle (7) Principle of Acceptability
Chapter 4
6. How to ensure the accuracy of travel agency market survey results?
(1) Direct investigation: survey method, observation method, experimental method
(2) Indirect investigation: internal data collection, external data collection
External data collection methods and Methods:
First, collect relevant information that is publicly disseminated.
Second, conduct surveys through tourism intermediaries in source areas.
Third, participate in tourism exhibitions and academic seminars.
Fourth, organize and participate in social activities.
Fifth, conduct surveys to tourists through tour guides.
Sixth, establish a return visit system for investigation.
7. Which environmental elements in the marketing environment of travel agencies do you think are most important to travel agencies?
(1) Micro-marketing environment of travel agencies
① The stability and timeliness of supplier a’s supply b The price changes of products c The quality of products
② Marketing intermediary a Middleman b Marketing service agency c Financial intermediary agency
③Tourists a Analysis of original tourists from the perspective of tourist groups Analysis of potential tourists
b Analysis from the perspective of tourists Analysis from the perspective of demand, analysis of travel preferences, analysis of travel demand, analysis of travel consumption levels
④Competitors When facing market competition, travel agencies generally need to clarify the following questions: ①Who are the competitors? ②Competitors’ marketing strategies and goals? ③Competitors’ relative advantages and disadvantages? Travel agencies regularly and continuously analyze competitors to determine their own marketing strategies, goals and priorities, give full play to their relative competitive advantages, and ultimately effectively combat competitors and enhance competitiveness.
⑤The public that public travel agencies face include: ① the financial public, such as banks, insurance companies, etc.; ② the media public, such as newspapers, TV stations, etc.; ③ the government public, such as tourism bureaus, industrial and commercial bureaus, etc.; ④Community public, such as consumer associations, tour guide associations, etc.; ⑤Local public, such as residents of the community; ⑥General public, that is, the general public; ⑦Internal public, that is, internal members of travel agencies
⑥Travel agencies Internal a Appropriate organizational structure b Good corporate culture c Mutual support and cooperation
(2) Travel agency macro marketing environment
① Demographic environment ② Economic environment ③ Physical environment ④ Technology Environment ⑤ Political and legal environment ⑥ Social and cultural environment
8. Please give an example of how travel agencies carry out reverse positioning?
Reverse positioning emphasizes and publicizes that the positioning object is the opposite and opposite of the first image in consumers' minds, and at the same time creates a new psychological image that is easy for consumers to accept. For example, Coca-Cola, an American soda company, has completely occupied a monopoly position in the market. 7up made a big fuss in guiding and updating consumption concepts, that is, it divided the beverage into cola type and non-cola type, and launched a large-scale advertising campaign. , making 7-up the leading brand-name beverage in the non-cola beverage market.
9. Why do most travel agencies currently choose newspaper advertising?
(1) Characteristics of the media: Newspaper advertising media has high social evaluation, diverse forms of expression, wide target audience, and great influence.
(2) Types of promotional information Promotional information of travel agencies includes corporate image and product information, explanatory and introductory information
(3) Media coverage Newspaper advertisements have a wide range of delivery
(4) Relative cost The communication cost of newspaper advertising is relatively low
10. How to improve the brand value of travel agencies?
(1) Brand extension Brand extension refers to launching improved or brand-new products in the same market based on a successful brand. The brand extension of a travel agency is to use the travel agency's brand to launch improved or new categories of products or services in the same target market. After brand extension, different products or services share the same brand name and brand connotation with each other. Travel agency branded travel supplies, souvenirs, etc.
①The role of brand extension: Using the travel agency brand, brand extension can increase the product or service categories of the travel agency, meet the needs of more consumers, reduce business risks, and enhance brand value.
a Speed ??up the positioning of new products and improve decision-making efficiency
b Reduce the market risk and market introduction cost of new products or services
c Contribute to strengthening the brand effect, Enhance brand value
② Conditions for brand extension When carrying out brand extension, travel agencies should clarify and analyze the specific conditions for brand extension and whether the extended products or services are suitable and enhance the travel agency brand to ensure Brand extension success.
a Targeting the same target market b High brand value
c Good quality of new products or services d Consistent brand connotation and compliance with brand associations
e Strong Operation and management capabilities
(2) Brand expansion Brand expansion refers to launching new products or services under existing brands to enter unrelated markets. The brand expansion of travel agencies is to use their own brand travel agencies to launch various products or services in unrelated markets. After brand expansion, different products or services share the same brand name with each other
Because Brand expansion and brand extension have many similarities, so the functions and conditions are basically the same as brand extension. The main differences are:
① Target market. Brand extension faces the same target market, while brand expansion faces different target markets;
②Brand value. Brand extension requires high brand value as support and enhances competitive advantage by exerting brand influence. However, brand expansion faces different target markets, so the requirements for brand value do not need to be high.
(3) Brand innovation Brand innovation is usually a new combination of production factors based on a strong brand. That is to develop the original brand into new products or services, or even expand into other fields of industry. The thinking of brand innovation requires looking for inspiration for personalized brands from the perspective of the whole society. It can either abandon the original brand and create a new brand, or use the original brand to give it new connotation.
Chapter 5
11. What are the key points in the content design of travel agency service packages?
Supporting equipment (service infrastructure) refers to the material information that must be in place before providing services
Auxiliary items (service auxiliary conditions) refer to the material products purchased and consumed by customers, or the customer Self-prepared products
Visible services (standardized service content and customized service content) can be perceived with the senses and constitute the basic or essential conditions of the service
Invisible services: Customers can blur Feeling that service brings spiritual gains is a non-essential characteristic of service
Standards for evaluating service packages
12. What are the basic theories and basic design methods of service processes?
Service process is the entire process of a service organization providing services to customers and the combination of elements required to complete this process. It is interconnected with service contacts and service facilities.
General methods of agency service process design:
(1) The basis of travel agency service process design - production line method
① Limited autonomy of service personnel ② Labor Clear division of labor ③ Use technology to replace manpower ④ Service standardization
(2) Key points of travel agency service process design - customers as collaborators (read the book for the specific process)
① Use customers to replace service personnel ② Straighten out service needs
(3) The key to travel agency service process design - customer contact
① Design ideas of travel agency services ② Sales opportunities and service delivery options
(4) Guarantee of travel agency service process design - backend guarantee
13. How do tour guides and drivers affect customers’ travel experience?
Four aspects of experience: through tourism viewing, through tourism imitation, through games during tourism, through tourism communication
① Before traveling, the tour guide promotes the image of the tourist destination and Explanation creates travel expectations for customers
②The intimate contact between the tour guide and the tourists is also a teacher, friend and waiter, and emphasis is placed on explanation during the tour viewing
③The tour guide during the trip or during the tour Games with customers during the process
④The polite and familiar casual interactions between drivers and tourists
14. What is the relationship between service satisfaction and customer loyalty?
(1) In the general service industry, the real cost of employee turnover is the loss of productivity and the reduction of customer satisfaction
(2) In personalized enterprises, low Employee turnover rate is related to customer satisfaction. Only when customer satisfaction is high can more loyal customers be created and ultimately the company will make profits and grow.
(3) Therefore, service satisfaction leads to customer loyalty, and service loyalty leads to corporate profits and growth.
15. What is the PLZ model for service quality evaluation?
The PLZ model means that customers evaluate service quality based on five types of service attributes.
①Perceivable "tangible part" of service products
②Reliability refers to the company's ability to accurately complete the promised services
③Responsiveness refers to the company's Be ready and willing to provide customers with fast and effective services at any time
④Assurance refers to the friendly attitude and ability of the service staff to do their jobs
⑤Empathy refers to the company's sincere concern for customers and understanding of them Their actual needs are met, making the service "human touch"
Chapter 6
16. Contents of travel agency salary management
(1) Determine the principles of reasonable and effective salary management strategies: attract the required qualified employees; comply with the requirements of relevant laws and regulations; generate incentives and guidance, be fair and reasonable; combine work performance with material rewards; help convey the company to employees Culture, concepts, humanistic spirit and competitive strategy.
(2) Improve employees’ welfare benefits by starting from housing purchase, medical care, pension, vacation and other systems
(3) Actively promote employee stock ownership plans
17. Contents of employee training
(1) Knowledge and skills training necessary for extensive knowledge and skills, and understanding of the basic operating conditions of travel agencies
(2) Attitudes and concepts Training service meaning, moral concepts, dedication and teamwork spirit
(3) Psychological training, psychological counseling and training, enhance employees' willpower, self-confidence and self-control ability, and improve innovation awareness and teamwork Spirit
18. Do a good job in training needs analysis.
(1) At the individual level, analyze and compare employees’ personal performance status, knowledge and skills to determine who needs to participate in training and the content of the training
(2) At the organizational level, according to the travel agency’s organizational strategy Objectives, organizational performance and existing human resources status, determine the content of the travel agency’s training needs
(3) The strategic level will analyze the organization’s future work focus, predict the organization’s future human resource needs and supply, and collect organizational information Information on member attitudes and satisfaction is used as the basis for training planning
Only by integrating the three levels can we ensure the effectiveness of training needs analysis and form a system to conduct it regularly.
19. Choose appropriate training methods
(1) Classroom teaching method is more suitable for introducing or teaching a certain topic to mass students
(2 ) The conference discussion method mainly trains trainees’ problem analysis, problem-solving and interpersonal communication skills
(3) The case study method trains trainees to improve their independent thinking, analysis and decision-making abilities, and to handle emergency events
(4) The role-playing method is mostly used in training to improve interpersonal relationships
(5) The operation demonstration method is suitable for new equipment, improvement of work processes or induction training of new employees
(6) The audio-visual method is more suitable for foreign language training, operating procedures, etiquette training, etc.
(7) The Internet training method updates the network in a timely manner to provide trainees with the latest training Information can save costs
Chapter 9
24. Explain the concepts: travel agency safety management; travel agency crisis management; early warning system
Travel agency safety management
Travel agency crisis management refers to a non-programmed process to avoid and mitigate the serious threats posed by crisis events to travel agencies, and to restore the tourism business environment and restore tourism consumption confidence through crisis research, crisis early warning and crisis treatment. decision-making process.
Early Warning System
25. How to better handle the safety issues of travel agencies?
Building a tourism safety guarantee system
(1) Tourism safety policy and regulation system
(2) Tourism safety early warning system
(3 ) Tourism safety control system
① Tourism safety indicator control system
② Tourism safety automatic control system
③ Tourism safety mutual control system
(4) Travel safety rescue system (5) Travel insurance system
26. Using the basic knowledge of crisis management, analyze how travel agencies can improve crisis warning capabilities?
(1) Establish crisis management awareness
First, travel agencies use the crisis concept to stimulate employees' awareness of danger and fighting spirit, continue to strive, continue to reform and innovate, and constantly pursue higher goal.
Second, establishing crisis awareness must not only be mentally prepared, but also be reflected in actions, which requires crisis education and training for managers and employees. This includes both universal education for employees (such as safety education, education on the concept of being prepared for danger in times of crisis), and training on specific countermeasures.
Thirdly, travel agencies operate with high risks and many variable factors. Managers and employees must be aware and mentally prepared to deal with emergencies such as quality complaints, various accidents during the itinerary, and force majeure factors at any time, so as to Ensure calmness and orderliness during a crisis.
(2) Establish crisis management mechanisms and systems
①Institutional guarantee of crisis management
②Government in crisis management
③ Social forces in crisis managementNGOsTourismEnterprisesMedia