The Motives、Partner Selection And Governance Of Travel Agency Alliance

Since the1980s,with the rapid development of economic globalization andregional economic integration,the global economy enters into the horizontal operationstage of strategic cooperation.Strengthen the strategic alliance between enterprises hasbecome the new concept of coping with economic globalization.As the specialenterprise in the tourism industry:travel agency,it plays a signifigant role in breakingthe barriers of tourism development and speeding up the process of tourismcooperation.Recent years,with the development of the tourism industry, travelagencies have played an important role,but becoming more and moremarginalized,understanding the problem of the travel agencies’ strategic developmentfrom the perspective of strategic alliance is one of travel agencies development route.This paper integrately used the theories and methods of management, economicsand sociology, etc,choosing the international tourism and culture demonstration areain the south of Anhui for case study,using super marginal analysis method,cooperative game, the centipede game, governance theory, factor analysis, structuralequation model and related theories to do an empirical research on the travel agencies’alliance of the international culture and tourism demonstration area in the south ofAnhui, and trying to provide theoretical enlightenment and practice guidance fortravel alliance, enterprise alliance and tourism cooperation and development.This article is divided into seven chapters:Chapter1is about research background and research significance.This chaptermainly elaborates some favorable factors and unfavorable factors that exists in theinternational tourism and culture demonstration area in the south of Anhui provinceunder the circumtance of the rapid development of our country’s tourism,and thetheoretical and practical significance of travel agencies’alliance in this region.Chapter2is about the analysis of researching literature,both at home andabroad.Systematically collecting the information about the conception ofalliance,alliance motives,alliance partner selection,alliance governance and theapplyment of alliance in tourism research,reviews the research status in this field, anddiscusses the study progress both at home and abroad.Chapter3: explaining the reasons of travel agencies’ existance and analysing the game theory of travel agencies’ alliance. explaining the reasons of travel agencies’existance by using the famous economist Yang Xiaokai’s theory:"super marginaltheory", analysing the partner selection of travel agencies’ alliance by using the"centipede paradox",and trying to build a cooperative game model to analyse thetravel agencies’ alliance.Chapter4: case selection and research design.On the basis of the case study ofthis paper,this chapter puts forward the research object, research method, technicalroute, etc.Chapter5: The empirical research on travel agencies’ alliance. With the exampleof International tourism and culture demonstration area in the south of anhui,from theaspects of alliance motivation,partner selection,governance of travel agency,doing aquestionnaire survey in this area, using factor analysis, structural equation modelanalysis, multiple regression analysis and so on to reseach travel agencies’ alliance indepth.Chapter6:Study on individual cases.Taking "the home of travel agency" of Wuhuin the demonstration area as case study, through in-depth interviews on alliance, fromthe development history of the "home of travel agency" and the main content of thisresearch, such as alliance motivation, partner selection, governance, etc., doingin-depth interview confirmatory study,and making sure that the research on travelagency alliance is scientific and deep-going.Chapter7: Conclusion and outlook. Summarizing the main research conclusionof this paper,theoretically summarizing this paper and analyzing the researchingshortcomings and looking forward to the future of the studying.