| Since the21st century, the tourism industry of China has achieved sustained and rapid development. Both the inbound and domestic tourism market are expanding, those all provide good market environment and opportunities to travel agency industry. In such a rapid development environment, it will become the inevitable choices to improve the utilization of existing resources invested to and improve the efficiency of their organization and management to adapt to a more competitive market. This research makes the overall travel agencies of31regions as study objects, using the literature research methods, DEA static analysis method, Malmquist dynamic analysis method, regression analysis method and comparative analysis, to examine the operating efficiency and timing changes of the travel agency industry objectively and scientifically.The purpose of this research:(1) Construct an operating efficiency evaluation model on travel agency industry scientifically, through reviewing the literature on tourism efficiency evaluation of domestic and foreign, and the western efficiency theories;(2) Estimate the operating efficiency values of the travel agency industry from the perspective of static and dynamic based on the operating efficiency evaluation model which has been identified. And then evaluate and analyze the efficiency values and its timing changes of the travel agency industry exhaustively.(3)Select the macro factors that may affect the operating efficiency, and analyze their impact on the operating efficiency of the travel agency industry in order to learn the external operating environment, and then give some related suggestions and countermeasures.The process of this research:(1)Proposing the question:Propose the topic of this and the problems to be solved, through the understanding of the background;(2) Theoretical analysis:Define the relevant concepts of efficiency by reviewing the relevant literature and introducing efficiency theories. Then establishing a model of operating efficiency evaluation in travel agency industry based on the current research and basic theories at home and abroad.(3) Empirical Analysis:Firstly, using the DEA method, with the help of DEAP2.1statistical analysis software to estimate the static operating efficiency on the travel agency industry. Then the efficiency value is decomposed into pure technical efficiency and scale efficiency, in order to explore the reasons for operating inefficiency in the process of travel agency industry management. Secondly, using Malmquist index approach to analyze the changes in total factor productivity, and identify the reasons for the changes in operating efficiency of the travel agency industry. On the basis of the static and dynamic analysis, some microscopic suggestions and countermeasures are proposed. Thirdly, select the macro factors that may affect the operating efficiency, and establish a Tobit regression model to analyze their impact to the operating efficiency. Then some macro suggestions and countermeasures are proposed based on the above regression analysis.The main conclusions of this research:(1)Operating efficiency:Firstly, the total factor productivity has obtained considerable growth in travel agency industry, growth of travel agency industry mainly comes from the advances in technology, and the technological progress has an average growth of6.60%; And the fastest-growing zone is western zone, central zone follows and the slowest growing is eastern zone. Secondly, overall, the technical efficiency is low in travel agency industry and showing a downward trend; the highest is eastern zone, central zone follows and the lowest is western zone. Thirdly, the pure technical efficiency is low in travel agency industry but showing a slight upward trend, the management level of the industry is not optimistic. Speaking on pure technical efficiency, the highest is eastern zone, central zone follows and the lowest is western zone. Fourthly, the scale efficiency value is high in travel agency industry and showing a downward trend, Terms on scale efficiency, the highest is eastern zone, central zone follows and the lowest is western zone.(2)Macroeconomic factors affecting:Firstly, GDP has a significantly negative impact on the technical efficiency, pure technical efficiency and scale efficiency. Secondly, urban population has a significantly positive impact on the technical efficiency and scale efficiency. Thirdly, per capita disposable income of urban residents has a significantly positive impact on the technical efficiency and pure technical efficiency. Fourthly, the number of star-rated hotels has a significantly positive impact on the technical efficiency, pure technical efficiency and scale efficiency.The innovations of this research:(1) Learn more about the efficiency in empirical research, by combing of Western efficiency theories and empirical research, in favor of perfecting the operating efficiency evaluation theory of the travel agency industry. This research provide a comprehensive analysis by the combination of static analysis and dynamic analysis to operating efficiency and its timing changes of the travel agency industry. So it will enrich and expand the connotation of tourism efficiency research.(2) It’s the first attempt to use limited dependent variable regression method to analyze the macroeconomic factors which may affect the operating efficiency of the travel industry by establishing unbalanced panel data. It will make the analysis more comprehensive. |
PDF Full Text Request