| The rapid development of the Internet has promoted the development of China's economic globalization.This has provided a good opportunity for the development of China's tourism industry.Travel agency industry,one of the pillar industries of tourism,has become a required course for the travel agency industry in terms of how to adapt and operate efficiently in the highly competitive Internet environment.The analysis of the operating efficiency of the travel agency industry is the basis and prerequisite for the development of the travel agency industry.This article analyzes and studies the operating efficiency of the regional travel agency industry in China through a combination of various analysis methods,and based on this,the author further analyzes the factors which influence the industry and try to provide a certain theoretical reference for the development of China's travel agency industry.The purpose of the study is to integrate,refine and innovate the evaluation model of China's travel agency industry on the basis of predecessors' research,and to analyze the internal micro-factors affecting the operating efficiency of travel agencies through the combination of dynamic and static travel agency industry efficiency evaluation.The external macro factors of the model analysis provide all-round suggestions.First,based on the understanding of the research themes,we should find the targeted problems that the research subjects need to solve,and define the purpose and significance of the research.Second,before reading the study,we should read the relevant references and introduce the efficiency theory of the research into the model application.Based on this,a theoretical analysis model is established;the collected and processed data are measured using the established model;the DEA static analysis results are combined with the dynamic analysis results of the DEA-based Malmquist index model to propose development suggestions from the micro level of the travel agency;,And using the regression model to analyze the external macro factors,to provide theoretical suggestions for the improvement of the efficiency of China's travel agency industry.Conclusion:(1)The evaluation of operating efficiency is as follows: The overall efficiency of China's travel agency industry is increasing year by year,which is mainly due to technological progress;the reasons for regional differences lead to different levels of travel agency industry development.The region with the fastest growth in operating efficiency is the western region,and the slowest is the eastern region.From the perspective of purely technical efficiency,the overall efficiency of China's travel industry's pure technology has been increasing year by year,but the increase has been small,with the fastest increase in the eastern region and the lowest in the central region,which has also caused a certain impact on the scale of efficiency,resulting in the formation of the highest level in the east and the lowest in the west.(2)Analysis of macro-influencing factors: The local GDP has a significant negative correlation with the operating efficiency of the travel agency industry;the number of star-rated hotels has a significant positive correlation with the operating efficiency of the travel agency industry;and the local urban population has a positive correlation with the technical efficiency and scale efficiency;The per capita disposable income of local urban residents has a significant positive correlation with pure technical efficiency and technical efficiency.Significance of the Study:First of all,this study tries to improve the travel agency industry efficiency evaluation system,build a dynamic,static combination of travel agency industry efficiency evaluation model.Secondly,using the Tobit regression model to carry out a regression analysis of the factors that affect the operating efficiency of the travel agency industry,and on this basis put forward relevant recommendations,with practical significance.Finally,the establishment of the DEA method index system in this paper will use the two indicators of travel agency group size and travel agency reception quantity as the selection of output indicators,further concretize the output indicators,and manage the travel agency industry from both time and space.The comparative analysis of the efficiency measurement results will be more detailed and in-depth on the evaluation and analysis of the travel agency industry efficiency,and will enrich the relevant research content. |
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