Research On The Development Strategy Of HH Travel Agency Under The Background Of Characteristic Tourism Development

Economic development increases of people's income and changes their lifestyle as well.When the busy work is done,people are eager to go out and relax.Tourism has become a necessary part of the people's daily life and an important embodiment of the people's right to rest.The development mode of tourism in China has always been "scenic spot centered",mainly developing scenic spots,hotels and restaurants.In the past,tourism has always been the main way for people to travel.With the continuous development of tourism,free travel and self driving travel have been on a new stage of tourism development.Traditional tourist attractions can not meet the demands of modern tourism development as increasing income has changed people's consumption concept.An increasing number of tourists are seeking for high quality tourism products with cultural,in-depth,experiencing and interactive elements.As an organizer,travel agencies play an important role in the development of tourism.As a small local travel agency in Kaiyuan city,HH travel agency is facing fierce market competition in the backdrop of developing the tourism resources of the whole city.It is a reasonable question for the agency to plan a strategy on how to grab the chance of developing unique tour characteristics of Kaiyuan city to achieve an orderly and healthy development.In the fierce competition of the tourism market in Kaiyuan city,HH travel agency has some advantages.International Travel Agency Branch and International Travel Service network were set in Kaiyuan,which made competition even more fierce.At the same time,the development of e-commerce and the improvement of people's consumption demand and consumption level have also brought great impact on the HH travel agency's business.Therefore,HH travel agency must adjust their development strategy so as to be more in line with the actual situation of the current tourism market.This paper first analyzes the external environment of the characteristic tourism development of HH travel agency,including the development of Kaiyuan city's characteristic tourism,the industry environment and the competition of the industry.Secondly,it analyzes the advantages of the travel agency,such as existing resources,ability and the advantages gained through years of development.According to the internal and external environment,this paper summarizes the advantages,disadvantages,opportunities and threats of the development of HH travel agency's characteristic tourism.Combining the SWOT matrix to select SO strategy,it proposes that the HH travel agency should adopt the centralized differentiation development strategy to develop the characteristic tourism.Finally,the corresponding safeguard measures are made for the smooth implementation of the tourism development strategy of the HH travel agency.The results of the study are beneficial to the HH travel agency to seize the tour developing opportunity of the whole city and take the characteristic tourism development route so as to realize the sustainable development of the travel agency.Hopefully this paper will have a reference value for the adjustment of the development strategy of the same kind.