基于《旅游法》的南昌市旅行社发展对策研究

发布时间：2018-05-28 17:21

本文选题：旅游法 + 旅行社　；参考：《南昌大学》2014年硕士论文

【摘要】：中国经济在持续发展，国民收入在不断增加，可自由支配的闲暇时间也在日益增多，，旅游出行已经成为人们一种必不可少的生活内容甚至生活习惯。庞大的旅游客源市场，一方面为旅行社企业创造了巨大的发展机会和发展空间，相应地使旅游业发生着日新月异的变化，另一方面，也给旅游企业的规范经营带来了一些不确定因素，给旅游法制建设提出了迫切要求。尤其是旅行社企业，由于数量增长迅猛，彼此竞争十分激烈，旅游市场上一度旅游乱象丛生，如产品缺乏创新，彼此模仿，同质化严重；宣传促销方式单一，旅行社恶性竞争，价格战十分惨烈，“零团费”、“负团费”现象屡禁不止；强迫购物、欺客宰客等问题屡禁不止，产生的恶劣影响在社会上引起很大反响。种种问题，不仅损害了旅游者的合法权益，也给旅游经营者的正当经营行为带来严重冲击，在旅游业内甚至出现了“守法者吃亏，违法者发财”的错误认识。为实现国家旅游业的健康持续发展，亟须通过规范旅游市场经营秩序来维护旅游经营者的合法权益。 2013年10月1日，规范旅游行业行为的《旅游法》正式实施，全社会对它遏制行业乱象，净化旅游环境寄予很大期望。仔细浏览这部法律，不难发现，在全部112条规定之中，涉及旅行社方面的条文竟达73条之多，所占比例超过65%。这些条款，内容涵盖旅行社企业的资质要求、业务范围、许可证制度制度、质保金制度、宣传招徕、合同制度、安全保障、监督管理、纠纷处理、法律责任等共10个方面。本文从分析南昌旅行社发展面临的主要问题开始，探讨问题出现的原因，剖析《旅游法》中影响到南昌旅行社营销与发展的若干规定，在SWOT分析的基础上，提出旅行社应该采用的产品营销策略、价格策略、渠道营销策略、促销策略以及政府扶持旅行社业发展的政策建议。
[Abstract]:China's economy continues to develop, national income is increasing, free leisure time is also increasing, travel has become an indispensable life content and even life habits. The huge tourist market, on the one hand, creates a huge opportunity and space for travel agency enterprises to develop, and correspondingly makes the tourism industry change with each passing day, on the other hand, It also brings some uncertain factors to the standardized management of tourism enterprises and puts forward urgent requirements for the construction of tourism legal system. In particular, because of the rapid growth in the number of travel agencies and the fierce competition between them, the tourism market was once chaotic, such as the lack of innovation in products, imitation of each other and serious homogeneity; the single way of promoting sales promotion; and the vicious competition of travel agencies. The price war is very bitter, "zero League fee", "negative League fee" phenomenon repeatedly prohibited; forced shopping, deceiving customers and killing passengers and other problems repeatedly prohibited, the bad impact caused great repercussions in society. All kinds of problems have not only damaged the legitimate rights and interests of tourists, but also brought serious impact to the legitimate management behavior of tour operators. In the tourism industry, there has even been a wrong understanding that "law-abiding people suffer losses and violators make money". In order to realize the healthy and sustainable development of the national tourism industry, it is urgent to protect the legitimate rights and interests of the tour operators by standardizing the order of the operation of the tourism market. On October 1, 2013, the Tourism Law, which regulates the behavior of the tourism industry, was formally implemented. The whole society has great expectations for it to contain the chaos of the industry and purify the tourism environment. A closer look at the law reveals that of the 112 provisions, 73 are related to travel agencies, accounting for more than 65 per cent. These clauses cover the qualification requirements of travel agency enterprises, business scope, license system, quality guarantee system, publicity and solicitation, contract system, safety protection, supervision and management, dispute resolution, legal liability and so on. This paper begins with the analysis of the main problems facing the development of Nanchang Travel Agency, discusses the causes of the problems, and analyzes some regulations in Tourism Law that affect the marketing and development of Nanchang Travel Agency. On the basis of SWOT analysis, The product marketing strategy, the price strategy, the channel marketing strategy, the promotion strategy and the policy suggestion of the government to support the development of travel agency should be put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.294;F592.6

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