湘西州旅游企业竞争力与其脆弱性关系探析——基于50家企业的调查数据

A Study on the Relationship Between Competitiveness and Vulnerability of Tourism Enterprises in Xiangxi Prefecture:Based on Survey Data from 50 Enterprises

理论分析表明,旅游企业竞争力与其脆弱性是负向关系。依据湘西州50家旅游企业的调查数据进行实证研究,结果表明:总体上,湘西州旅游企业的竞争力与企业2019年和2020年的利润率差呈现出较为显著的负相关性;分量上,经营环境、营销力、危机处置力与利润率差的负相关性最为显著。这印证了理论分析得出的结论。基于此,降低旅游企业脆弱性的举措有:全面优化外部经营环境、提升企业营销能力、提升危机处置力、优化经营业务结构、内外合力全面提升企业竞争力。

Theoretical analysis shows that the competitiveness of tourism enterprises and their vulnerability are in a reverse relationship.Empirical results of the survey on 50 tourism enterprises in Xiangxi Prefecture show that in general,the competitiveness of tourism enterprises in Xiangxi Prefecture has a significant negative correlation with their profit margin between 2019 and 2020.Specifically,business environment,marketing strength and crisis management capability have the most significant negative correlation with profit margin.This confirms the conclusion of theoretical analysis.The following measures are therefore proposed to reduce the vulnerability of tourism enterprises:comprehensive optimization of external business environment,improvement of marketing ability of enterprises,improvement of crisis handling ability,optimization of business structure and all-round enhancement of enterprise competitiveness.