The Research On Optimizing The Tourist Transport Industrial Organization In Shaanxi

Currently, the tourism industry has become "pillar industries" and the "new economic growth points" in Shaanxi. With the development of the tourism, the number of tourists is growing, the trip volume becomes more and more. However, the reality of tourism industry is hard to adapt to the sustainable development of tourism, the tourism transport industry has become obstacles to the development of tourism in Shaanxi. Therefore, the optimization of the tourism industry organization which could enhance the tourism transport industry's market competitiveness and upgrade the tourism's overall competitiveness will be meaningful for the tourism and the tourist transport industry.Based on the problems which exist in the process of the tourism transport industry, the paper uses the theory of industrial organization to study the tourism transport industry of Shaanxi. By studying and analyzing the tourism industry market structure, market conduct, market performance, the paper analyses the reasons which conducts the problems in tourism transport industry: the tourism transport industry is dispersing, weak and chaos, tourism transport enterprises compete at low-level and the market performance is low operation in long-term. On this basis the paper gives the goals to optimize the tourism transport industry organization and the pointed measures and the guaranteeing measures of policy. In the tourism transport industry organization, the policies and the market mechanism working together make market structure which includes the degree of concentration, product differentiation and entry barriers, such as the optimization of further adjustments, the pricing behavior and organizational behavior of the tourism transport enterprises to be adjusted, and then the market structure and market conduct will achieve the optimization.