Study On The Strategic Alliance Of The Tourism Node In China

Today, the development of our tourism nodes are facing with both competition pressures and opportunities. On the one hand, a large number of new tourism nodes are emerging with the support of the government;On the other hand,with China's entry into the WTO, some foreign tourism enterprises began to involve the management and development of tourism nodes to share China's tourism market. The competitive pressure on China's scenic spots is also growing. Faced with increasingly fierce competition, how to enhance the competitiveness of our tourism nodes, and even that of the whole tourism industry, and to gain a competitive edge in today's tourism development pattern, have become the important target of our tourism nodes. This paper is based on such a background to study a new business model of China's tourism nodes in the new situation-----strategic alliance.Faced with the new situation, should China's tourism nodes compete with each other and "fight to the bitter end" or "cooperate" and achieve the "win-win" situation? These are two different strategic choices. Different from the single development model of tourism nodes, strategic alliances provides a new way of thinking to the development of the tourism nodes. Based on theories of strategic alliance, a concept of strategic alliances of tourism nodes is put forward; after the analysis of the motivation of the formation of the strategic alliance, the building types of the strategic alliance of tourism nodes are summed up: (1) According to the nature of the activities of the enterprises: horizontal scenic alliance, vertical scenic alliance, vertical-horizontal scenic alliance; (2) According to whether there is equity participation in the alliance : equity- alliance and non-equity alliance.To further combine the theories of tourist attraction strategic alliance with the business practices of China's tourism nodes, this paper analyzes the development of the tourism nodes and the bottleneck problems that restrict the development of China's tourism nodes, and discusses the strategic significance of the strategic alliance of tourism nodes, considering the operation mode of the strategic alliance. Finally, considering the factors that impact on the success of the strategic alliance: the goals of the strategic alliances and the choice of partners, the cultural-differences management of enterprises, the coalition elements of the agreement, confidence-building mechanisms and monitoring mechanisms aspects, China's tourism nodes in a strategic alliance shoulde make the following responses : Accelerate the reform of nodes' management system and the operating system, and rationally play functions of tourism administration; Carefully choose alliance partners and nurture and develop their core capabilities; enhance the cooperation between enterprises in scenic alliance, consolidate a variety of resources; train the mutual trust between the members, enhance the quality of tourism node alliance; innovate the enterprise culture , create good atmosphere for cooperation. Finally, the "travelling Henan by one card" alliance of tourism node is analysized.