| As the 20th century,90 years,the Hospitality Industry is playing an increasingly important role in national economy, business performance of travel agents are able to directly affect the healthy development of the tourism industry. Current academic research, the tourism industry tend to business performance major tourist hotels,tourism companies,regional tourism development of these three aspects of evaluation. Mainly due to many years of travel industry which has been showing a scattered,small,weak, poor business structure,and its economic benefits created by the overall efficiency of the tourism industry can not occupy a prominent position,and compared these three areas to study the practicality of the value of small. But with nearly 15 years inbound,outbound and domestic tourism market gradually warming,travel agencies created by the rapid increase in operating results,the importance of development in the tourism industry has steadily improved,how to properly evaluate the business performance of travel agencies has very important significance. This paper based on the case of Nanjing does outbound travel business performance evaluation.This article firstly study the background,significance of the topic overview, the detailed performance of domestic and foreign research on business theory, and the recent performance of China's tourism industry 20 years on the research reviewed. Further in the second chapter of the specific definition of related concepts, analyze the travel agency business performance evaluation theory. Chapter III system indicators established travel agency business after the start of the Nanjing Chapter 16 outbound travel agencies empirical analysis of operating performance, collecting 2010s financial statements of outbound travel data as a study of 10 selected financial indicators, extracted integrated response to outbound travel agencies in four aspects of performance-profitability, liquidity, operational capacity and development. By Delphi and AHP to determine the Combination of the weight of evaluation index, and then after data standardization method using a linear weighting derived from the perspective of absolute performance evaluation results. The DuPont analysis of major economic laws ratios using the intrinsic link between the use of basic data to calculate the financial indicators of interest in core net interest margin. This paper calculated 16 outbound travel agencies in 2008 and 2010 after an evaluation of relative performance compared the outcome of the final weighted linear contrasting analysis to evaluate the results and DuPont ranking, the author drawn from the analysis with reference to the Boston Matrix of Nanjing 16 outbound travel agencies operating performance evaluation concluded. Chapter V summarizes the main results of this paper and the corresponding countermeasures, shortcomings and future prospects for the future reference for research.I believe that a reasonable evaluation of outbound travel agencies in Nanjing on the travel industry, business performance is important for future development. Therefore, the author based on development status and characteristics of travel agents trying to build a more detailed, scientific and reasonable outbound travel agencies in Nanjing performance evaluation system to be able to Nanjing 16 outbound travel agencies to make the right performance status evaluation, The evaluation results and the actual consistent, the methodology of the evaluation index system construction has a certain scientific and credibility. In addition, based on outbound travel agencies in Nanjing performance evaluation results of targeted countermeasures proposed for the future business performance of travel agencies of Nanjing to enhance the interoperability of applications will provide guidance to reflect the application of this innovation. |
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