Study On The Strategic Alliance Between Scenic Spots And Travel Agencies

The exploration how to survive in the fierce market competition makes many domestic tourism enterprises turn to a new organizational form---the strategic alliance, and there emerges the vertical and horizontal alliance among the travel agencies, hotels, and the aviation industry. Accordingly, there is no lack of theoretical research to provide a theoretical guidance for the sound development of tourism strategic alliance in our country. Up to now, however, little theoretical or empirical research has been carried out on strategic alliance between scenic areas and travel agencies. The purpose of this paper is to find out the special nature, the discipline and the existing problems in building up the strategic alliance between scenic spots and travel agencies, and with it to guide the experience of strategic alliance between scenic spots and travel agencies in China.This paper first reviewed the both domestic and foreign scholars'literature on strategic alliance of tourism enterprises, conducting a simple analysis on them and pointing out the research gap in the strategic alliances. In order to systematically study the issue, this paper built mathematical models by using the Industral Economics and the Game Theory to analyze the necessasity, feasibility and stability of strategic alliance between scenic spots and travel agencies, and through case studies disscussed the patterns and performance of the strategic alliance between scenic spots and travel agencies. The main conclusion is: it is necessary and feasible to build strategic alliance between scenic spots and travel agencies; the communication and a reasonable profit allocation mechanism between the coalition partners; the strong-strong alliance or the strong-weak alliance is acceptable in the choice of coalition partners; the building of strategic alliance needs government's authorization and sustain.