A Research On The Influential Factors Of International Competitiveness Of Tourism Services Trade In China

Tourism service trade is an important source of foreign exchange in our country and alsoan important support industry in the development of the national economy. It is playing therole of promoting the development of national economy, addressing work force issues,improving cultural exchanges and information transmission. Besides, the internationalcompetitiveness of tourism service trade has gradually become an important part ofmeasuring a country’s competitiveness. Although China’s tourism service trade has developedrapidly in recent years, the weak international competitiveness is an important factor ofimpeding the development of the toursim service trade in China. In a word, China is a bigtourist country with rich resources but not powerful one.In the address on further speeding up the development of tourism of2009which is saidto make our tourism industry be the important pillar of national economy and modern serviceindustry meeting more satisfaction of people; In the establishment of the twelfth five-yearplan for national economy and social development proposal put forward that China will aimto be the world power of tourism industry, promoting actively the development ofindustrialization, marketization, internationalization and modernization of tourism. Thedevelopment of tourism trade needs to expand the opening to the outside world, improve thequality and efficiency of its exports, promote the transformation from the cost advantage tothe comprehensive competitive advantage. Therefore, the research on internationalcompetitiveness, influencing factors and corresponding countermeasures of tourism servicestrade has important practical significance in improving the international competitiveness,becoming a great tourism power and further improving the international status of China’stourism service trade.Firstly, based on the status of the tourism services trade in China and the previousstudies, we construct the index evaluation system of the international competitiveness oftourism services trade, which contains the international market share, the trade competitionadvantage and the revealed comparative advantage. This system evaluates the international competitiveness of tourism services trade in China from the aspect of the absolute quantity,the competition ability and the relative weight. At last, we draw the conclusion that theinternational competitiveness of the tourism services trade in China is weak through beingcompared with the developed countries and other trade powers.Secondly, we identify the factors that influence the international competitiveness oftourism service trade in China based on Porter’s diamond model, and take the empiricalanalysis, the result shows that if other factors remain unchanged, the number of travelagencies and the market openness of our country have a greater influence, then the tourismworkforce and the international flight routes, the demestic consumer spending has notobvious influence on China’s tourism service trade exports.Finally, in order to improve the international competitiveness of tourism service trade inChina, we put forward to the corresponding countermeasures from the aspects of country,industry and enterprise according to the results of the study. The government should improvelaws and regulations about the tourism, enlarge the market openness, optimize the tourismpricing mechanism. The industry should strengthen the construction of supporting industry,construct the industry competition chain, integrate the tourist service resources. Theenterprises should improve the quality of the practitioners, implement brand marketingstrategy, develop diversified market.