Study On Travel Agency Operations Management Innovation Mechanism

Tourism market is into the reshuffle, with the Three public consumptions limitation and the tourism law promulgated and implemented, the travel agency is facing a totally different market situation. Internal and external environment are require travel agents carry out management innovation, or they will be eliminated by the market. But it’s necessary to explore the right way of management innovation.This article took Hunan Overseas Travel Company as the research object based on constantly attempts on management innovation and good effects they achieved. This article used the standard case study to explore the operation management of travel service innovation mechanism. Through literature review and two years of participatory observation, combined with the M7S theory, we can see that the travel agency’s Strategy, Structure, System, Style, Staff, Skill and Shared values play very important influence on management innovation. Strategy, structure and system are the hardware elements, style, staff, skills and shared values belong to the software elements. Through the collection of evidence we can find, all hardware elements impact the creation、 decision-making and implementation stages of travel agency management innovation, but the software factors which influence the creation stage, has not been fully confirmed in the decision and the implementation stages. And in the management of innovation, the most important is creation stage, all the elements of this stage will have important significance on management innovation, they determine a series of initiatives to management innovation, the second is the implementation stage, and the last is the decision-making stage. Therefore, travel agency should pay special attention to creation stage. This paper also found that the travel agency management innovation will be eventually presented through the office management, financial management, tour guides management, sales management and operation management innovation. Therefore, these five plates is an important point to innovation of travel agency management. The management innovation mechanism can provide a reference for today’s travel agencies.