A Comparison Study Of Distribution Channels In Travel Service Industry Between China And America

According to The rules of Travel Service Industry Management, a travel service is an enterprise that is engaged in tourism business and aims to make profit. Because of the change of market environment and the trend of globalization, the issues on the future distribution channels of Chinese travel service industry become very hot in these years.Comparing Chinese travel service industry with American travel service industry, this thesis studies three key issues that are the principals and their division, evolution and sizes respectively in the two countries. The main results are as following: 1) The principals in American travel service industry are Tour Operators& Wholesalers and Tour retailers who constitute distribution channels by a vertical division structure; The principals in Chinese travel service industry were named the first-kind travel services, the second-kind travel services and the third-kind travel services before 1996 and are international travel service and national travel service who constitute distribution channels by a horizontal division structure. 2) In the beginning of the history of American travel service industry, tour wholesaler business and tour retailer business were integrated. The two businesses became separated as the travel service industry developed. The distribution channels of Chinese travel service industry are horizontally divided, strictly governed by local government. The name of Chinese travel services changed in 1996, however, the essential of it's the distribution channels is same. 3) The structure of the distribution channels of American travel service industry is pyramidal with a relatively long-wide size and indirect channels. The structure of the distribution channels of Chinese travel service industry is tubby with a relatively short-narrow size and direct channels.Then this thesis studies the above differences in terms of respective macro development goal, policy environment and investment mind in travel service industry in these two countries. And the three issues reasonably illustrate such differences.According to the revelation from the foregoing comparison study, this thesis analyzes the problems in the current distribution channels of Chinese travel service industry and finds out the key factors to its development. Based on such findings, the thesis reasonably designs a future distribution channels of Chinese travel service industry, considering the differences between large, middle and small travel services with the help of the mature experiences about the distribution channels of American travel service industry.