经纪人理念对旅行社角色的重塑——试论旅游经纪人

The Broker's Principle Remolds to the Role of Travel Agency——Try to discuss the "Tour Broker Mode"

经纪人模式的实质是解决市场经济中买卖双方信息不对等的问题,经纪人桥梁作用的实现体现着三方共赢的理念。在旅游业的发展过程中,旅行社在旅游客源与旅游目的地以及相关的旅游服务提供行业之间也起着重要的桥梁作用,但与其他行业经纪人模式所不同的是,由于旅行社经营理念与服务理念的不一致,造成双重的信息不对等,不仅没有实现共赢(1+1+1>3),反而导致了“自衰”(1+1+1≤2)。通过经纪人理念与旅行社角色的对比分析,着重讨论旅游经纪人模式。

Currently the broker mode gets the extensive application in many professions ,and the essence is to solve the problem that both the business parties＇ information is unequal in the market economy. Carrying out the broker＇s bridge function embodies the principle that the three bodies win totally. In the developing process of tourism, travel agency also plays a bridge role between the tourists and the tour destinations as well as related professions that provide tour service, but the difference from other professions＇ broker mode is that because of the inconformity of the management principle and the service principle in travel agency, it results in dual unequality of information,which not only does not carry out to win totally （1＋ 1＋ 1〉3）, but also causes ＂declining by itself＂ on the contrary（1＋ 1＋ 1≤2）. This text emphatically discusses the ＂Tour Broker Mode＂ through the contrastive analysis of the broker＇s principle and the role of travel agency.