试论旅行社创建名牌旅游线路的制约因素

A study on obstacles for travel agency creating the famous brands of tourist routes

旅行社创建名牌旅游线路的主要制约因素来自于旅游线路的特殊性、旅行社经营状况与发展战略、旅行社行业现行分工体制导致的竞争态势等方面。在入世后更加激烈的竞争压力下,旅行社企业应当转变观念,努力克服或避让上述制约因素,积极创建名牌旅游线路,进入品牌经营的良性循环。

This article analyses the main obstacles for creating famous brands of tourist routes, which come from the characteristics of tourist routes, the management condition and the development strategy of travel agencies, and the low-grade competitiveness, etc. In order to meet the severe competitiveness caused by WTO, travel agencies should change the old ideas, and strive to overcome or avoid those obstacles for creating the famous brands of tourist routes. Then they can develop the famous brand management strategy better than the cruel low-price competitiveness strategy.