中小型旅行社经营现状与对策研究—以新乡市为例摘要大众旅游、全民旅游时代的到来，预示着我国旅游业的发展正在进入欣欣向荣的阶段，但政府管理的缺越位、户外俱乐部的发展、网络平台的崛起、旅行社产品重复、缺乏细分市场概念等原因也导致我国旅游市场竞争演变的越来越激烈，旅行社行业的压力也日渐增大，中小型旅行社的发展也遇到了许多问题。本文通过对新乡市东方、平原江山、鸿雁、新乡青年等13家中小型旅行社工作人员关于旅行社工作人员数量、经营项目、线路开发、信息渠道、游客来源、经营难题等问题进行访谈。分析发现新乡市中小型旅行社目前的经营现状具有政府缺位、产品繁多、管理不精、宣传力度低下、某些市场领域混乱、独特定位缺乏等特点，并认为新乡市中小型旅行社在未来应该通过政府加强引导、加大宣传力度、建设品牌旅游项目、提高内部管理水平等措施增强竞争能力更为有效地迎接出现的挑战和参与旅游行业较激烈的竞争。关键词中小型旅行社；经营现状；对策AbstractMasstourism,Nationaltourismera,indicatesthatthedevelopmentofChina'stourismindustryisenteringathrivingstage,butthelackofgovernmentoffside,thedevelopmentoftheoutdoorclub,theriseofnetworkplatform,travelproductsrepeat,becauseofthelackofmarketsegmentationconceptalsoledtotheevolutionofourcountry'stourismmarketcompetitionbecomesmoreandmorefierce.Thetravelindustryhasalsobecomeincreasingpressure.ThemediumandsmalltravelagenciesplayanimportantroleinthedevelopmentofChina'stourismindustry,butmoreandmoreproblemsareexposedinthedevelopmentsothattheybecomemoredifficult.BasedontheXinxiangOrient,PlainJiangshan,Hongyan,XinxiangYouthandsoon,13smallandmediumtravelagency.Thenumberofpersonnel,travelagencystafftooperatetheproject,linedevelopment,informationchannels,sourceoftourists,interviewsmanagementproblemsandsoon.AnalysisshowsthattheoperationoftheXinxiangsmallandmedium-sizedtravelagenciescurrentlyhastheabsenceofgovernment,productvariety,managementisnotfine,propagandaislow,somepartsofthemarketconfusion,lackofuniquefeaturesofpositioningXinxiang,andthatthemediumandsmalltravelagenciesshouldstrengthentheguidancebythegovernmentinthefuture,strengthenpropaganda,tourismbrandconstructionprojects,improvetheinternalmanagementlevelandothermeasurestoenhancecompetitionabilitymoreeffectivelymeetthechallengesandtoparticipateinthetourismindustrymorefiercecompetition.KeywordsSmallandmedium-sizedtravelagency;managementstatus;countermeasure目录摘要.....................................................................1前言.....................................................................4一、研究方法...............................................................4二、新乡市中小型旅行社经营现状及原因分析...................................5（一）外部环境.............................................................5（二）内部管理及经营.......................................................6三、对策建议...............................................................9（一）政府应加强引导，做到不缺位、不越位...................................9（二）提高中小型旅行社的内部管理水平。.....................................9（三）创新旅游产品，建设品牌旅游项目......................................10（四）加强宣传力度，拓宽信息渠道..........................................10前言中国旅游业进入大众旅游、全民旅游、观光游向休闲游转变的时代，都预示着中国旅游业的发展进入利好时期，但旅游需求多样化、旅游方式小型化、旅游时间常年化、互网络技术的影响、竞争国际化[1]等的影响，也使我国旅行社业在发展的现阶段，大多数存在收入低、旅游项目繁...
