培育旅游市场主体的思考

近年来,我国旅游业发展的功能已不再是仅仅赚取外汇或经济收入,而是进入到服务于社会生产生活、增强市场经济发展活力、满足人民日益增长的物质文化需求、促进国际交流合作、改善国家形象的新历史阶段。2009年是落实"十一五"规划的关键一年,而2010年是总结"十一五"规划并筹备"十二五"规划的重要一年,对旅游业发展的思考,除了如何进一步转变旅游经济的增长方式,还必须回归到更强调市场在资源配置中的基础作用,培育市场主体在推动旅游经济持续健康发展中的关键作用。本文从旅游市场主体的涵义和分类入手,运用利益关系者理论分析了不同主体间的相互关系。同时,通过分析我国旅游市场主体发展现状和亟待解决的问题,提出了改善旅游企业运行状况、激发旅游消费者出游需求和提升旅游服务者综合素质的对策。

Currently,the main function of tourism industry is no longer to gain foreign exchange or economic revanue,but to step up the new historic stage serving social life,enhancing the vitality of market economy,meeting the growing consumer demand,promoting international exchange and cooperation,improving the image of the country.The year of 2009 is the key year when the ＂Eleventh Five-Year Plan＂is implemented and the year of 2010 is the important year when ＂Eleventh Five-Year Plan＂is completed and ＂Twelfth Five-Year Plan＂is prepared.Therefore,the study on tourism＇s development should focus on how to further change the way of tourism＇s economic growth.It must return to mostly emphasis on the basic role of the market allocating resources and key role of cultivating tourism entity,and promoting sustainable and healthy development of tourism economy.This paper starts with discussing the concept and classification of tourism entity,and then analyzing relationships among different market entities by applying stakeholder theory,and furthermore pointing out the importance of cultivating tourism market entity.It also proposes the solutions to improve the running status of tourism enterprises,to stimulate consumer demand for tourism travel and to enhance the overall quality of tourism service providers through analyzing current developing status of tourism market entity and urgent problems.