Yunnan Travel Agency Core Competitiveness Study

With the steady and rapid progresses of Chinese tourism, Yunnan domestic and international tourism industries continuously develop with stable steps due to its vantage geographical regional location and abundant tourism resources. At present, Yunnan tourism industry system has established in a considerable large scale. Yunnan provincial government has been regarded tourism as one of pillar industries in local social and economic development. The government also aims to build Yunnan as one of major tourism economic superpowers in China with the help of prolific tourism resources. However under such circumstances, travel agencies as the mainstay of tourism industry remain in such shocking and terrible conditions: unfair fierce competition, poor service attitude and chaotic market operation. In order to secure certain market shares, most travel agencies have to lower their prices with very little profits margin. The urgent task now is to make the travel agencies become even more powerful with strong core competence and predominant competitive strength. Accordingly, Yunnan tourist hospitality industry can gain sustainable advantages and full development.This dissertation is based on the existing research achievements of core competence in the fields of strategic management and business operational management theories. From the perspective of travel hospitality service management and its own operational characteristics, the dissertation focuses the Yunnan travel agencies as studying targets. The research methodologies relate to the literature review, induction and multi-discipline synthesized systematical analysis in accordance with the theory of core competence. In addition, it also discuses the internal growing factors to win a persistent competitive advantage for travel agencies in the tour market and brings forward strategies to further cultivate and upgrade the Yunnan travel agencies' core competence.The dissertation is composed of six chapters:Chapter I introduces the present and theoretical background information, the researching framework and methodologies as well. Chapter II reviews the major research outcomes, evolution, identification, characteristics and inscapes of core competence theory, and clarifies the core competence relationships with enterprises and its integration and management Chapter in defines and identifies the core competence of travel agencies. Chapter IV makes a detailed study on the present situation, existing issues and causes regarding core competence development of Yunnan travel agencies. Chapter V mainly discusses the cultivation approaches of core competence. Chapter VI offers some valuable suggestions and strategic countermeasures to build up the core competence for Yunnan travel agencies.