中国奖励旅游经营的特征、问题与思考——基于旅行社的访谈分析

Features,Problems and Rethinking about China's Operation of Incentive Travel——Based on the Analysis of Interviews with Travel Services

文章在对广州市10家代表性旅行社的会奖负责人进行半结构性深度访谈的基础上,运用内容分析的方法,提炼出现阶段中国奖励旅游经营的特征与面临的共性问题,主要有:对奖励旅游的内涵认知国内更关注旅游成本的来源而不是活动的激励效果;购买方消费习惯不成熟、目的性不强、交易中平等沟通意识不够;奖励旅游中间商提供的产品创意性不强、组织结构不适应,管理科技含量低且与买方关系结合方式不稳定;供应商与中间商合作不稳定、服务灵活性不强且对目的地支持的依赖程度高。进一步指出,在中国传统文化下,重集体主义的奖励理念影响了消费意识;旅游业自身的结构性障碍及多重委托代理下的旅行社供应链地位不稳定造成行业的无序竞争与产品质量的难以控制;政府促进下的行业管理组织的成立是规范经营的重要途径。

The paper,based on semi-structural and in-depth interviews with responsible persons in charge of incentive travel from ten representative travel services in Guangzhou,refines the features of the operation of China＇s incentive travel and problems at the present stage by applying content analysis.The results mainly include： as for the connotation identities of incentive travel,we pay more attention to the source of cost rather than the incentive effect of activities;consumptive habits on the part of buyers are not mature;with random aims,equal communicative awareness is not enough during transactions;products provided by middlemen are not strong in terms of creativity;organizational structure is not adaptable;low in managerial science and technology;unstable in the combining ways with buyers;unstable cooperation between suppliers and middlemen;service is not flexible and highly relies on the support of destinations.The paper further points out that under our traditional culture,our collective incentive concept affects consumptive awareness.And self-structural barrier of tourism industry and unstable position of supply chains resulting from multi-agencies by mandate have led to disorderly competitions of the trade and hard control of the product quality.The establishment of trade associations promoted by the government may be the important way for standardized operation.