| With the development of economic and social in Shanghai, tourism industry needs put forward the development of branding new and higher. Travel agency is the main supply of tourism products and the organizers of the tourist activities, which is called the three pillars of the tourism industry with hotels and tourism traffic. It Not only bridge between the tourists and the tourism products, but also connect the various components of tourism sector ties, including a series of tourism-related food, housing, transportation, travel, shopping, entertainment and other sectors. This prompts us to think deeply the construction role of travel agencies branding in the "Shanghai Tourism Branding Development". Because of its leading and operational role, travel agencies could promote and enhance the tourism industry and its service quality, and make fundamental change in the social image of tourism industry.Based on the related research literature available, this paper formulates a practical index system for evaluation of branding, which covers the following factors: travel agency internal branding factors and travel agency external branding factors. Based on index measure values obtained from scale table surveys and statistics, the Importance-Performance Analysis (IPA) system can diagnose and analyze each factors of a travel agency for the formation of four quadrants based on the IPA measures. Finally, based on the survey of Shanghai travel agency branding factors, the strengths and weakness of Shanghai travel agency branding are analyzed by means of Importance-Performance Analysis (IPA),and strategic measures are proposed to enhance its construction of travel agency branding.This paper is divided into five parts. Chapter one:introduction. It mainly describes the significance of this research, research methodology, research content, and literature review. Chapter two, review of Shanghai travel service branding development. This chapter reviews comprehensive course of development of travel service as well as its branding in order, and summarizes characteristics of the development. The third chapter formulates a practical index system for evaluation of Shanghai travel service branding. The index system covers the following factors:two systems, eight dimensions and thirty-two specific impact indexes, which paves the way for diagnostic analysis. The fourth chapter diagnoses and analyzes every factor of Shanghai travel agency branding. Based on index measure values obtained from surveys and statistics, the Importance-Performance Analysis (IPA) system can diagnose and analyze each factors of a travel agency for the formation of four quadrants based on the IPA measures. Chapter five:suggestions and prospects. This chapter is a summary, furthermore, according to the corresponding conclusions and puts forward the relevant proposals and measures to government, business, social and other parties in the practical work and policy development to provide reference. |
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