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| STUDY ON THE CONSTRUCTION OF OUTBOUND TRAVEL SUPPLY CHAIN IN CHINA |
| HE Jia-mei, ZHANG Shan-qin |
| College of Population·Resource and Environment, Shandong Normal University, Jinan 250014, China |
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Abstract Outbound tourism has developed rapidly in recent years.The increase of tourists,the high consumption of outbound tourists,and the expansion of Travel Corporation are represented by tourist agency,but on the other side,there are many problems and irregular factor in the market of outbound travel,The market of China outbound tourism is immature at present.The reason lies in the management style of government,the problem of travel corporations manipulate,and the problem of tourists themselves.By the objective reality of China outbound market now,from the angle of outbound tourism supply chain,this paper discusses the issue with travel supply chain.Travel supply chain contains the supplier of commodity and service.These enterprises cooperate with tourism wholesaler,tourism tradesman and supplier of providing shelter straightly or not.In addition,it contains other suppliers that provide commodity or service straightly during travel.First,this paper analyses the ties of cooperation companions of China outbound tourism supply chain.The cooperation companions contain outbound tourist,travel agency,home traffic,outbound and inbound office,customhouse,overseas travel agency,overseas traffic,overseas restaurant,overseas scenery spot,shopping trade,amusement,and so on.Under the macroscopic environment of economy condition,international situation,government management and network media,which form the model of tourism supply chain by contract.The model is cooperative and methodical.And then it constructs a reasonable and flexible outbound tourism supply chain,which is managed by government.On the supply chain,information is as a link to various points,on the other side the overseas supplier,the overseas travel agency,the international airline company,and the home supplier are nodes.At last,this paper analyses various risks about the outbound tourism supply chain,and brings up some management method to avoid these risks.The risks of outbound tourism supply chain are the disloyal selections and discrediting risks,external environment risks,message passing risks and surveillance risks.To construct a reasonable and flexible outbound tourism supply chain,the author propounds some management methods such as managing core enterprise,building emergency system,integrating node enterprises and cultivating good faith,and so on.These entire let every node enterprise aligned itself with others,then cash flow and information flow freely circulate on the chain.All these are to construct a healthy and sustainable market of outbound tourism.
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Received: 01 June 2006
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2007, Vol. 22 
