There are many kinds of travel agencies, the most important of which is.

1. There are various travel agents, the most important of which is

First, the concept is different: there are differences.

1. Travel operators:

It refers to a travel agency that mainly deals with the wholesale and packaging of tourism products and also engages in the retail business of tourism products.

2. Travel wholesalers:

Refers to the business mainly engaged in organizing and wholesale tour groups.

3. Tourism suppliers:

Refers to the travel agent who buys tourism products and then resells them.

Second, the characteristics are different:

1. Travel operators:

Through the investigation of tourists, tour operators predict the development trend of the tourism market and the demand for tourism products, the consumption level of tourism demand and hobbies, design and combine products that meet the market demand, and sell them in the tourism market through travel agencies.

2. Travel wholesalers:

Sign agreements with hotels, transportation departments, tourist attractions and other departments involved in package tourism, purchase these services in advance, and then design package tourism products with different characteristics according to the different needs and consumption levels of tourists, and sell them in the tourism market through tourism retailers.

3. Tourism suppliers:

The most striking feature is that the ownership of tourism products is transferred between buyers and sellers. Dealers obtain the ownership of tourism products through purchase, and their income comes from the difference between the purchase price and the selling price of tourism products.

2. Tourism retailers are relative to tourism wholesalers.

Distributors are agents in the designated areas of commodity manufacturers, and their commodities can be supplied to lower-level wholesalers or directly wholesale to terminal retailers. Wholesalers are a way to supply more goods at one time, and their prices are cheaper than retail prices.

3. The main function of tourism retailers is to provide combined tourism products to the tourism market.

1. Definition and characteristics of retail industry

2. Main functions of retail business

3. Classification by industry and retail industry.

4. Main formats of Chinese and foreign retail businesses

5. Analysis of environmental factors in retail industry.

6. Combination of retail elements

7. The characteristics of retail marketing

8. Theoretical assumptions of business changes

9. Development trend of retail industry in China.

4. The main sources of income of tour dealers are

There are many tourism-related industries, which are briefly introduced as follows:

Accommodation, with the booming tourism market, catering accommodation around tourist attractions has gradually increased by virtue of its own location advantages;

Transportation is the premise of tourism. First, there must be tourist attractions and scenic spots that attract tourists. Secondly, there must be convenient and efficient transportation facilities and environment. With excellent transportation facilities and environment, more tourists can be added and accommodated.

Tourism wholesale operators refer to travel agencies or travel companies that are mainly engaged in wholesale business. The so-called wholesale business means that travel agencies order a large number of products and services from tourism-related enterprises such as transportation companies, hotels, destination travel agencies and tourist attractions according to their own understanding and prediction of market demand, and then combine these one-way products into different package tour line products or package holiday products, and finally sell them to tourism consumers through certain sales channels;

A travel retailer refers to a travel agency mainly engaged in retail business. Travel retailers are mainly represented by travel agencies, including other relevant booking agencies. Generally speaking, the role of travel agencies is to buy their products from wholesale tourism operators and related tourism enterprises on behalf of customers in travel, accommodation, tourism and entertainment. On the contrary, it can be said that the business of travel agencies is to promote their products to customers on behalf of the above-mentioned tourism enterprises.

5. Briefly describe the types of tourism marketing channels.

(A) Comparison of Chinese and foreign tourism marketing

1. Comparison of Marketing Management between Chinese and Foreign Travel Agencies

Due to the different markets, national conditions and development processes of Chinese and foreign travel agencies, there are certain differences in marketing management.

(1) Comparison of Marketing Concepts of Travel Agencies

In terms of marketing concept, there are obvious differences between Chinese and foreign travel agencies due to historical reasons. The marketing concept of western travel agencies is deeply influenced by its mature market economy and has experienced the whole development and evolution process of marketing from traditional marketing concept to modern marketing concept. In the market competition, they firmly established the concept of marketing strategy and global marketing, and the progress of the concept strongly supported their competitiveness in the market. Affected by the late start of tourism, especially the planned economy, the marketing of American travel agencies in China is still in the initial stage of development. Although China draws on many western marketing theories and experiences, due to the imperfect market development and other factors, most of their marketing concepts are in the process of changing from traditional marketing concepts to new marketing concepts, and some travel agencies don't even have traditional marketing concepts. Comparatively speaking, establishing and updating the marketing concept should be one of the efforts of China Travel Agency.

(2) Comparison of marketing strategies of travel agencies.

Different product strategies. In terms of product strategy, Chinese and American travel agencies undertake the function of product production, first selling abroad and then selling at home, with a single product category; Generally speaking, western travel agencies do not undertake the function of product production. They sell their products at home first and then sell them abroad. There are many kinds of products, including ready-made series of tourism products, temporary product demand and even personalized service designed according to tourists.

Channel strategies are different. In the west, travel agencies support nearly 90% of sales, and tourism retailers are chained, specialized and technical. American travel agencies in China are both organizers and receptionists (figuratively called travel agencies and receptionists), and they mainly enter the international market through indirect channels.

Different pricing strategies. Chinese and foreign travel agencies are basically the same in cost, competitive demand, exchange rate and inflation, but there are great differences in pricing technology. Our travel agencies basically adopt the cost-plus pricing process, while western travel agencies make flexible pricing according to changes in market supply and demand. Under the influence of the government on prices, there are also great differences between China and western countries.

Different promotion strategies. The promotion strategy of western travel agencies is customer-centered, targeted marketing and encouraging all-staff marketing; But China's promotion strategy: American travel agencies pay more attention to the international market than the domestic market, and tend to pay more attention to middlemen than tourists. The means of communication depends on advertising, competition depends on price reduction, and the promotion form is single and the promotion level is low.

From the above comparison, we can see that although there are similarities and great differences between Chinese and foreign travel agencies in marketing, it also shows that there are great shortcomings in the marketing of travel agencies in China. Facing the future market competition, we must effectively improve our marketing ability.

2. Comparison of tourism marketing development between China and foreign countries

Compared with western tourism, the development level of tourism in China and the United States is higher than that in China and the United States. Accordingly, the marketing level of China and the United States lags behind that of the West, and there is a big gap. In the rapid development of western tourism, it has gone through the same process as the material product industry. From the early stage of capitalist development to the present, it has experienced the evolution of marketing concepts such as production concept, product concept, marketing concept and social marketing concept. The application of marketing in tourism has also developed to a higher level.

China's American tourism started late, developed in an all-round way in the 1980s, and reached its first climax in the mid-1980s. Due to the sharp increase in the number of international tourists, the tourism industry is facing unprecedented fierce competition. In this context, travel agency S's own active sales behavior began to appear, and marketing was formally introduced into tourism. Especially in the late 1990s, there was an oversupply situation in the tourism market, and the conscious management market of travel agencies moved from awakening to maturity. The viewpoint and method of comprehensive marketing began to be recognized by travel agencies, the traditional sales marketing became more mature, and the market behavior of travel agencies also changed from simple sales behavior to marketing behavior. Travel agencies began to investigate, study and forecast the market demand, design white-striped products, adjust the product structure, determine the realistic daily market and promotion strategy, predict the future potential market, carry out early market cultivation, take care of tourists' reflection and treatment of the quality of tourism products, and do a good job in after-sales service.

3. Comparison of marketing strategies

Influenced by the perfect marketing theory and market environment, the development of marketing strategy in western tourism marketing management has been quite perfect. In terms of product strategy, the production function is clear, the product subject is clear, the development model is from domestic to foreign, the product types are diverse, and the product serialization and personalization are outstanding; In terms of channel strategy, the western region has formed a complete four-level system, with channels supporting each other and networks communicating with each other; In terms of price strategy, the pricing foundation is solid (depending on market supply and demand), travel agencies have strong autonomy, relatively few interference factors, little dependence on policies, diversified product price forms, large customer choice space and strong price competitiveness; In the promotion strategy, the promotion strategy is designed around customers, and the marketing is highly targeted. Coupled with the huge financial support and the promotion of all-staff marketing, promotion has become the driving force for the success of travel agencies.

In a word, although tourism marketing in China and the United States started late, it has developed rapidly in recent years and performed well in both domestic and international markets on the basis of successfully learning from western progressive marketing theories and experiences. However, as far as the overall development level of marketing is concerned, there is still a big gap between China and the West. In terms of products, the production and marketing functions are unclear, product development is slow, innovation is insufficient, and product types are single. Sightseeing still occupies half of the product market. In terms of product price, the decision-making method is still based on the cost-plus process, with many interference factors and low coordination between price adjustment and market demand. In the channel strategy, too much reliance on intermediaries, direct sales channels have not been well utilized and developed. In terms of promotion, the form is single, the advertising promotion means are over-dependent, and the competitive tendency of price reduction needs to be further overcome.

Through the comparative analysis of Chinese and foreign tourism marketing, although there are still some shortcomings between China and the West, American tourism marketing has begun to develop rapidly in all aspects. With the support of China, rich tourism resources, increasingly relaxed development policies and sufficient human resources, the development of tourism marketing in China and the United States and even the whole tourism industry is just around the corner.

(B) International Tourism market portfolio Strategy

Product strategy of international tourism market

(1) Similarities and differences

There are two kinds of tourists: domestic tourists and international tourists. Due to the differences in cultural traditions and living environment, there are great differences between these two different types of tourists in aesthetic taste, values, ways of thinking and codes of conduct. These relatively stable social concepts permeate their psychological quality, dominate their thoughts and actions, and make them have obvious differences in the value judgment and consumption preference of tourism products.

The reason why tourists spend a lot of money to go abroad for sightseeing is to appreciate the exotic atmosphere, experience the customs of other nationalities and enjoy the exotic atmosphere.

Doing a good job in tourism product mix is an important product strategy in the international tourism market. When developing international tourism products, it is very important to adhere to the principle of market orientation and redesign, and plan and combine tourism products without changing tourism products, so as to meet the needs of tourists more effectively. There are two ways: one is to use the existing basic scenic spots in China, or to combine some of them with the same aesthetic style or similar nature to form a special tourism product. For example, Singapore, Malaysia and Thailand launched in China in recent years all adopt this combination method. Another method is to combine some contrasting tourist attractions or projects to form another tourist product with two or one scenic spot.

(3) adjust measures to local conditions

The prison area is vast, and under the control of regional differences in the local environment, it has formed a rich and colorful natural landscape; China is also an ancient cultural country with a long history of 5,000 years and rich cultural heritage. Terracotta warriors and horses, the ancient Great Wall, etc. It is an irreplaceable advantage of tourism resources in the world. To develop international tourism, we should make use of these advantages according to local conditions.

(4) colorful

In recent years, China's tourism product structure is still dominated by sightseeing and business tourism, accounting for more than 2/3 of the total tourism products, and other tourism products are insufficient 1/3. The single form of tourism products greatly restricts the market attraction of China and the tourism products of the United States. Moreover, sightseeing, vacation and business travel only stay in the surface development of resources, which affects the value-added ability of tourism products. Therefore, it is imperative to further develop sightseeing, vacation and business tourism and constantly develop new tourism products.

At present, China and the United States spend about $4.2 billion annually on international business travel, accounting for 65,438+07% of the Asian business travel market. If domestic business travel expenditure is added, the total market expenditure is about 200 billion yuan. The Olympic Games to be held in China in 2008 and the World Expo in 20 10 will create huge development space for the business travel market in China and the United States. The sense of smell of capital is undoubtedly the most sensitive. American Express, Rosenbruce and other major professional business travel service companies have set foot in China business travel market in various forms. At present, the most urgent problem in the field of business tourism in China is to cultivate professional business tourism companies.

In addition, efforts should be made to develop new tourism products, such as culture, leisure, education, transportation, exploration, ecology, festivals, health preservation and themes. It should be continuously introduced to increase the market attraction of China to American tourism products. 2. International tourism market pricing strategy

(l) National price strategy

In the pricing decision of international tourism marketing, the travel agency must first decide whether the product price is consistent with other parts of the world, or whether to set different prices according to different situations in different countries. Unified pricing of travel agencies is conducive to establishing a unified image of products in the world, formulating a unified market positioning strategy and controlling the whole marketing activities. However, due to the differences in price competition, exchange rate and taxation, it is more suitable for different countries to implement differential pricing. What kind of pricing strategy the travel agency adopts depends on the following situations: the daily standard of the travel agency. If the marketing objectives of travel agencies in different countries are the same, unified pricing should be adopted; However, if the marketing objectives of travel agencies in different countries are different, differential pricing should be adopted.

Competitive conditions. If the competitive position of tourism products in different national markets is the same, a unified pricing strategy can be adopted; On the contrary, differential pricing strategy can be adopted.

Life cycle of tourism products. If tourism products are in the same life cycle stage in all countries, travel agencies should adopt a unified pricing strategy; Instead, we should adopt a differential pricing strategy.

Sales channels. If different countries have the same sales channel structure and efficiency, they should adopt a unified pricing strategy. If not, in countries with better distribution channel structure and efficiency, the price should be set lower.

Price strategy when exchange rate rises. The rise of RMB exchange rate means the appreciation of RMB, which is equivalent to the increase of foreign exchange price of products, thus increasing sales income; At the same time, a stable RMB will reduce the cost of tourism products, and the combined effect of the two will increase the sales profit of tourism products. At this time, you can choose RMB as a quotation to increase your income, and you can also lower the price of your products to attract more tourists. Price strategy when exchange rate falls. The decline of RMB exchange rate means the depreciation of RMB, which means the increase of product cost. At this time, either foreign currency quotation is used to increase income, or RMB quotation is used to attract more tourists.

3. International tourism market channel strategy

The traditional sales channel is a loose network composed of travel suppliers, travel wholesalers and travel retailers. Channel members operate independently and are responsible for their own profits and losses. When they contact, they mainly bargain and negotiate the terms of sale. In recent years, the sales channel system has gradually developed into a joint channel system, with one channel member leading, organizing and controlling the whole channel system. By strengthening the cooperation among channel members, the profits of the whole channel system can be improved. Channel alliance can be divided into vertical alliance and horizontal alliance.

(l) Vertical joint sales channels

Vertical sales channel is a complete and unified channel system composed of travel suppliers, travel wholesalers and travel retailers. There are two types of vertical joint sales system: one is the vertical joint sales system of company bars. Second, the contractual vertical joint sales system. Third, the management-oriented vertical joint sales system. (2) Horizontal joint sales channels

Horizontal joint sales channel is a short-term or long-term joint operation of two or more tourism suppliers, wholesalers or retailers in the same link, or they unite to form a new business unit, which is called horizontal joint sales channel. This channel can improve the efficiency of advertising, market research and other work.

4. Promotion strategy of international tourism market

(l) Advertising promotion strategy

Travel agencies generally have two choices to advertise international tourism: one is to advertise by the advertising department within the travel agency; The other is to entrust an advertising agency to handle advertising business. Due to the differences in language, education, cultural level, customs and government regulations in international tourism advertisements, it is easy to obtain the expected results by entrusting local advertising agents. When choosing an advertising company, we should consider the following questions: the background of the advertising company. The nature of advertising agency, the present situation of advertising business, development history and development, company personnel and customers, business purpose and mode, etc.

Ability and experience of advertising companies.

The reputation of an advertising company. Including the cooperation between advertising companies and customers, the company's working attitude and mental outlook towards employees, and the impression and evaluation of customers and the public on the company. (2) Promotion strategy

In some countries, promotional activities will be restricted. The laws of some countries stipulate that promotion activities can only be carried out with permission, and some countries have strict restrictions on the discount rate of wholesale and retail transactions, and so on. Travel agencies should know these restrictions or regulations in advance when promoting sales in the international tourism market.

(3) Marketing public relations strategy

The public facing international marketing public relations are in different countries and regions, with different social and cultural backgrounds, and their languages, customs and lifestyles are very different. Therefore, when formulating the international tourism marketing strategy, we should pay attention to the following issues:

Understand the attitude of foreign public towards travel agencies and tourism products, as well as the economic, political and social conditions of source countries.

Understand and make good use of the news media frequently contacted by foreign public. Because the news media is the most commonly used and effective way of marketing public relations communication.

Let the information you spread conform to the language, culture and customs of foreign public from content to form, and let them accept it.

Support and sponsor local social development according to the needs and possibilities of travel agencies.

The marketing environment of international tourism market personnel is much more complicated than that of domestic tourism market personnel, so the requirements for personnel are much higher. In the field of international tourism marketing, salesmen can choose their own people, or they can choose salesmen from countries where the market is located and other countries.

enlist

Recruitment is the basis of personnel sales. Sales personnel engaged in international tourism marketing should not only have all the qualifications of domestic sales personnel, but also have the ability of decisive decision-making, market research and cultural adaptation.

cultivate

In the training of travel agency salesmen, the training emphasis of domestic salesmen and foreign salesmen should be different. The training of domestic salespeople should focus on getting familiar with the cultural background of different countries, and strengthen the training in foreign languages, manners, living habits and business customs. The training of foreign sales personnel focuses on letting them know the characteristics of this product and master the necessary sales skills.

encourage

People from different countries and cultural backgrounds have different needs and behavioral motives. Travel agencies should understand the personal cat desires and behavioral motives of salespeople with different cultural backgrounds and use incentive measures to fully mobilize the enthusiasm of salespeople.

6. The factors that affect the choice of distribution channels for tourism products mainly include

1. Direct sales channel: refers to the sales channel in which tourism enterprises sell tourism products directly to tourists without any intermediary in marketing activities.

Advantages of direct distribution by enterprises and tourists to suppliers: simplicity, additional sales opportunities, quick response, increased profits and strong control; Advantages of direct delivery to customers: controllable, time-saving and high accuracy; Disadvantages: limited promotion and limited manpower.

2. Indirect distribution channels: refers to the marketing channels through which tourism enterprises sell tourism products to tourists through one or more tourism intermediaries. Tourism enterprises-travel agencies-travel wholesalers-travel retailers-multi-level distribution channels for tourists-tourism enterprises-travel retailers-first-level distribution channels for tourists-advantages of indirect distribution to suppliers: broadening sales outlets; A sales team with no expenses; Advantages of indirect delivery to customers: convenient service; Disadvantages: the price is more expensive.

I online travel agency distribution

Strategy: Every OTA platform wants to monopolize the ticket source, but for scenic spots, it is very difficult to manage tickets from multiple OTAs, and it is necessary to change the remaining ticket inventory at any time.

Two. Inter-bank distribution

Colleagues can allocate air ticket resources to travel wholesalers, travel agencies, etc. It also applies to tour guides, drivers and other individuals.

Strategy: According to the epidemic prevention and control measures, tickets are restricted in scenic spots and the number of tourists is also reduced. Therefore, in order to ensure revenue, scenic spots should choose medium and large travel agencies with guaranteed customers to sell tickets.

Three. Other distribution methods:

Mainly refers to the three-level distribution. Take scenic spots as the carrier, such as official website, a scenic spot applet, which selects tourists as distributors and lets them sell tickets.

Some tourists have large social networks and are more suitable to be distributors. This not only makes some tourists profit, but also is of great significance to the scenic spot.

7. Discuss the types of distribution channels for producers or operators of tourism products.

Galleria is the largest luxury travel retailer in the world. This brand is mainly dedicated to serving international tourists and doing all kinds of duty-free shops. Now distributed in different countries around the world, more than 400 such duty-free shops have been established, attracting many international brands to settle in. From Hawaii to Hong Kong, it is distributed in different representative cities around the world. Especially in recent 10 years, the brand has continuously expanded its business philosophy and attracted more target customers. The main business models include duty-free shops and specialty stores for some commodities, as well as boutiques and specialty stores in scenic spots. Some international airports will also set up special duty-free shops, which mainly sell the top three products in the world, including beauty cosmetics, luxury goods and various luxury leather goods.