Research On Competitive Advantage Of Tourism Enterprises Based On The Perspective Of Industrial Chain

At present, work and life balance has deeply affected the lifestyle of modernpeople. Going out and traveling has been so popular that it has become an essentialpart of people’s life. Strong travel demand leads to the improvement of the level oftourism supply. These years, our tourism enterprises grows in number and scale at ahigh speed, and a fully competitive market has formed. Along with the maturity ofpeople’s selection and consumption of tourism products, plus the intense competitionand meager profit within this industry, our tourism industry would be undergoing abig re-shuffle in the near future. The sum, scale and the mode of operation of thetourism enterprises will be radically changed. In order to survive in the baptism of thedomestic industry change, tourism enterprises should change their thinkingperspective, adjust competitive strategy to build competitive advantage before theindustry change and try to become the ruler of this change.As for the research of the competitive advantage of tourism enterprises, relying onparticular tourism destination, foreign scholars defined its concept, built competitionmodel and evaluation indicators and combined qualitative and quantitative methods tostudy. Domestic scholars usually select typical tourism enterprises, and use revealedindicator to evaluate the result of their market competition. They explained the resultsin light of the inside operation of the tourism enterprises and proposed appropriatecountermeasures to built competitive advantage. So far, few scholars have tended tostudy the shaping of competitive advantage of tourism enterprises. Whereas with theapproaching of structural competition era, a single point competitive advantage willno longer exist soon. Facing this situation, tourism enterprises should take advantageof the tourism industrial chain to build a strong structural competitive advantage.In this paper, on the basis of previous research, from the perspective of industrialchain and combining the value chain theory, this paper tried to explore theconstruction of competitive advantage of the tourism enterprises. This paper built aresource system of the competitive advantage of tourism enterprises based on theperspective of industrial chain at first. Then on the basis of previous study results ofevaluation indicators construction, the paper divided the evaluation content into twoparts as industry status and operation of enterprises, selected revealed indicatorswhich are able to reflect the market competition of the enterprises to establish anevaluation system. After that, typical tourism enterprises were chosen. Consideringthat listed tourism enterprises played an important role in the integration of tourismindustrial chain, this paper selected them as research object, and used factor analysisto evaluate their competitive advantage. Finally, based on the established resource system of competitive advantage, deep explanations would be made to reveal thereason of the evaluation results and countermeasures were put up with to improve thecompetitive advantage of tourism enterprises. Specifically, this paper can be dividedinto7parts.In part one, the backgrounds, research purpose and importance of the study wereintroduced as well as the related research home and broad of competitive advantage oftourism enterprises. Then research structure and study methods were put up with onthe basis of that.In part two, after looking back to the previous definition of the tourism industry,the tourism industrial chain and competitive advantage, this part tried to define theconcept of competitive advantage of tourism enterprises; then, the used industrialchain theory, value chain theory and the theory of competitive advantage wereintroduced.In the third section, an overview of the operational situation of tourism industrialchain was provided. The scale of domestic tourism industry is ever-expanding. Touristhotels, tourist attractions and travel agencies are growing both in number and scalebut with a low degree of the industrial integration.In the fourth part, based on the perspective of industrial chain, a resource systemof competitive advantage of tourism comprises was established which consisted ofexternal macro-environment, industrial association and internal operations.In the fifth part, a competitive advantage evaluation system of tourism enterpriseswas established and the evaluation method was introduced. On the bases of theprevious research, the evaluation was divided into industrial status and internaloperation. Revealed indicators which were able to reflect the market competition ofthe tourism enterprises were selected. Then, this part explained the model of factoranalysis method, its principle as well as evaluating steps.In the sixth part, listed tourism companies were selected as the research object,and their competitive advantage status was evaluated by factor analyses method.Based on the study result, among all the sorts, comprehensive tourism enterprisesperformed best, the second was tourism attractions, and tourism hotel the last. Amongall the companies, the final score of the competitive advantage of OCT ranked first farfrom other tourism enterprises. So explanations based on industrial chain and internaloperation were provided.In the last part, countermeasures to constitute competitive advantage of tourismenterprises were proposed as well as the weakness of this research.