| As tourism trend of FIT has appeared in the tourism market, "one-day tour" has been booming in every city in virtue of large market demands. However, as a result of the conflict in "one-day tour" itself and the weakness of government's intendance, all kinds of unlawful acts have overrun the "one-day tour" market, which have infringed upon visitors' vital interest and throw the market in a state of chaos.The article takes a comparative perspective to study Hang Zhou and Gui Lin's "one-day tour", with a view to the operating process in the city's system environment, and then analyzes its market structure, market act and market performance according to the SCP frame of industrial organization theory. In the comparative studies, the article deduced the influencing factors and commonness in the process of operating "one-day tour", and concluded experiences in operating "one-day tour", which are worth learning by other cities.Chapter 1, 2 are forewords of the article. Chapter 1 states the background, the value of academic and practical, the research methods, the difficulties and innovations of this article mostly. Chapter 2 gives an overview of Present research and theory about "one-day tour". At the same time, it points out "one-day tour" in this article is operated by travel agencies after optimizing the integration of city's tourist resources on the basis of market demand, which is different from "one-day tour" organized by tourists themselves.Chapter 3, 4 are major divisions of the article. Chapter 3 mainly analyzes the operating environment, mechanism and performance of "one-day tour" in comparing Hang Zhou and GUI Lin'. It found that there are some commonness such as phenomena of "Lemons" and "hitchhike" in the "one-day tour" market, which can not be solved by itself, accordingly it point out government takes an important role in the "one-day tour" market on the basis of theory of asymmetrical information and public property. And in different environment, there are also some otherness in designing, marketing and publicity of "one-day tour" etc. As a result, it needs to put "one-day tour" into the city's system environment.Chapter 4 concludes the influencing factors and commonness in the process of developing "one-day tour", and put forward some suggestions aimed at idiographic sector in "one-day tour". For example, "one-day tour" should be operated by tourist corporations supervised by correlative government departments, and achieve gains-to-scale by means of strategic alliance between tourist corporations. The products are designed by tourist corporations after their negotiations, or after scenic spots selection by tourists. Then it needs to set service points far and wide in local and neighboring area to publicize and sell "one-day tour" products. Also, it can cooperate with travel agencies in other places to carry out marketing on line. And in the reception service, knight service is the key to cultivate brand loyalty of "one-day tour".Besides, this part also discussed the problems and causes of "one-day tour" extensively. But owing to the limitation of author's cognition, and the complicacy and diversification of problems, the solution to these problems also needs to be discussed in the future.Chapter 5 is the finality of the article. It mainly summarized the whole content and conclusion deduced from comparative analysis, and pointed out the limitation and insufficiency of the article, hoping to consummate it later.The whole article, no matter the structure, or the order, discussed on the basis of the process of operating two cities' "one-day tour", and deduced correlative conclusions of the mode of operating "one-day tour" from special to common. |
PDF Full Text Request