Research Of Balance Development Between Travel Agency And Its Core Stakeholders

Travel agency is the most important branch in tourism industry and its development state directly relates to tourism industry' s boom. However, at present travel agency of China is confronting tow main predicaments: one is that macro-development circumstances is fiercely changing and new competitors are continuously appearing; the other is that traditional research angle can't supply good solution. Therefore, in order to realize travel agency's sustainable development, I adopt new research angle, namely is trying to carry out system research about balance development between travel agency and its core stakeholders through applying stakeholder theory in travel agency's development research.This paper divides into five chapters. First chapter is introduction. In this chapter I come up with my paper's research subject and summarize relevant previous research fruits. Then I pose now stakeholder theory's applying research is still very frail in China's travel agency development. Second chapter describes interest structure of our country's travel agency and its stakeholders. Firstly, I explicitly define definition, sort and balance relationship of China travel agency's stakeholders, and put forward our country's travel agency includes ten key stakeholders which can be divided into core stakeholders, hibernating stakeholders and margin stakeholders according to relationship traits between these stakeholders and travel agency. Balance interest structure between travel agency and its core stakeholders has critical influence in travel agency industry. Then I raise interest relationship between travel agency and each core...