中小型旅行社经营现状与对策研究—以新乡市为例

中小型旅行社经营现状与对策研究 —以新乡市为例摘 要 大众旅游、全民旅游时代的到来，预示着我国旅游业的发展正在进入欣欣向荣的阶段，但

中小型旅行社经营现状与对策研究 — 以新乡市为例 大众旅游、全民旅游时代的到来，预示着我国旅游业的发展正在进入欣欣向荣 摘要 的阶段，但政府管理的缺越位、户外俱乐部的发展、网络平台的崛起、旅行社产品重复、缺 乏细分市场概念等原因也导致我国旅游市场竞争演变的越来越激烈，旅行社行业的压力也日 渐增大，中小型旅行社的发展也遇到了许多问题。本文通过对新乡市东方、平原江山、鸿雁、 13 新乡青年等家中小型旅行社工作人员关于旅行社工作人员数量、经营项目、线路开发、信 息渠道、游客来源、经营难题等问题进行访谈。分析发现新乡市中小型旅行社目前的经营现 状具有政府缺位、产品繁多、管理不精、宣传力度低下、某些市场领域混乱、独特定位缺乏 等特点，并认为新乡市中小型旅行社在未来应该通过政府加强引导、加大宣传力度、建设品 牌旅游项目、提高内部管理水平等措施增强竞争能力更为有效地迎接出现的挑战和参与旅游 行业较激烈的竞争。 中小型旅行社；经营现状；对策 关键词 Abstract Mass tourism, National tourism era, indicates that the development of China's tourism industry is entering athriving stage, but the lack of government offside, the development of the outdoor club, the rise of network platform, travel products repeat, because of the lack of market segmentation concept also led to the evolution of our country's tourism market competition becomes more and more fierce. The travel industry has also become increasing pressure. The medium and small travel agencies play an important role in the development of China's tourism industry, but more and more problems are exposed in the development so that they become more difficult. Based on the Xinxiang Orient, Plain Jiangshan, Hongyan, Xinxiang Youth and so on,13 small and medium travel agency. The number of personnel, travel agency staff to operate the project, line development, information channels, source of tourists, interviews management problems and so on. Analysis shows that the operation of the Xinxiang small and medium-sized travel agencies currently has the absence of government, product variety, management is not fine, propaganda is low, some parts of the market confusion, lack of unique features of positioning Xinxiang, and that the medium and small travel agencies should strengthen the