| At present,China's tourism industry is in the golden stage of development,and the demand for tourism consumption is strong.Both the number of tourism enterprises,employees in the tourism industry,and the total revenue and scale of tourism have been greatly improved.The tourism industry has a strong momentum of development,showing a thriving prosperity.However,with the rapid development of tourism,the crisis factors are also arising,which seriously threaten the sustainable and healthy development of China's tourism enterprises.In recent years,the overall operating efficiency of China's tourism enterprises is not so good,tourism enterprises are suffering great losses,its enterprise profit rate and per capita profit have decreased greatly.At the same time,there are all kinds of disputes,complaints,and even criminal cases in the tourism industry,the rapid spread of these events in the network media has caused widespread concern in society and the image of tourism in people's heart has been seriously damaged,which resulting to consumer's trust crisis toward tourism enterprises and bringing great obstacles to the development of tourism enterprises.whether it is the internal operation and management problem in the tourism enterprises or some interest disputes within the tourism industry,if it cannot be solved for a long time,it will eventually lead to various crises in tourism enterprises.So,it is urgent to strengthen tourism enterprises' awareness and ability of crisis management.Although the research about tourism crisis in China has a history of 30 to 40 years and has once become the focus of the tourism academics,and the relevant research results are very rich,the crisis management has not been truly valued and implemented by China's tourism enterprises for a long time.Its crisis management work often stays in the surface,the result obtained is unsatisfactory.In addition,with the change of economy and society and the development of tourism industry,the meaning of tourism crisis has been greatly expanded,which is no longer limited to general explicit crisis events,but more reflected in the operation and management problem of tourism enterprises.Therefore,the crisis management of tourism enterprises should be discussed and studied again on the basis of previous studies to keep pace with the changes of times,and researchers ought to pay attention to and update the development and changes of tourism crisis continuously and put forward the corresponding theories and countermeasures according to the actual situation.At the same time,online travel enterprise is one kind of tourism enterprises developed in recent years,their crisis is different from that of traditional tourism enterprises.However,most of the existing researches on the crisis management of tourism enterprises are analyzed from the perspectives of traditional tourism enterprises and governments,and there is a lack of research on the crisis management of online tourism enterprises.Therefore,it is necessary and urgent to study the crisis management of online travel agency.Based on the above reasons,this study takes online travel agency as object,divides the crises of tourism enterprises in China into product and price crisis,image and brand crisis,talent crisis,financial crisis,contract crisis,external macro environment and special events crisis according to the form of them on the basis of the chaos theory,stakeholder theory and the five forces model of crisis management.At the same time,the research also analyzes the characteristics of crisis.Based on the analysis of type and characteristics of general tourism enterprises crisis,this research explores the differences and relations between online travel companies crisis and traditional tourism enterprise's crisis,finding that more online travel enterprise crisis is generated by the internal reasons,more prone to be caught by contract crisis and involves less stakeholders,and calls for longer recovery time.In addition,the study also finds that online tourism enterprise crisis also has the characteristics of high frequency,a certain degree of perceptibility,long incubation period,fast transmission speed,concomitant or associated.Based on the comparison between online tourism enterprise crisis and traditional tourism enterprise crisis,this paper analyzes the current situation of online tourism enterprise crisis management in China with five typical online tourism enterprise crisis cases,and finds that Chinese online tourism enterprises have problems such as weak crisis awareness,incomplete crisis management system,insufficient attention to crisis public relations,lack of effective crisis response coordination and communication mechanism,incorrect understanding of the importance of product and employee management,and neglect of crisis experience accumulation and summary.In order to adapt to the characteristics and development trend of tourism and improve the quality and efficiency of the development of itself,online travel agency must attach importance to crisis management,strengthening crisis awareness,taking the initiative to identify potential threats and crises,improving the crisis management system and enhancing the ability of crisis management.Only in this way,can online tourism enterprises improve their ability to resist the crisis,maintain their competitiveness in the tourism market,and achieve sustainable and healthy development.Therefore,based on the analysis of the types and characteristics of the crisis of tourism enterprises,as well as the difference and connection between the crisis of online travel agency and the crisis of traditional tourism enterprises,this study proposes the following countermeasures to solve the existing problems in the crisis management of China's online travel agency:(1)strengthen crisis education and crisis awareness;(2)improve the enterprise crisis management system,strengthen the accumulation and summary of crisis experience;(3)establish a tourism crisis coordination and communication mechanism;(4)attach importance to crisis public relations and deal with the relationship with all sectors of society;(5)innovate and adjust the product structure to enrich the types of tourism products;(6)strengthen overall quality management and strengthen tourism promotion;(7)improve the staff management system and enhance the sense of belonging and loyalty of employees;(8)integrate industry resources to enhance the market competitiveness of enterprises. |
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