The Crisis and the Countermeasures in the Growth of China’s Travel Agencies under the Influences of COVID-19

After more than 40 years of development,China's travel agency industry has grown rapidly,but the situation of scattered,small,weak and poor has not fundamentally changed.The unexpected the public health event crisis of COVID-19 in 2020 has brought great influence on China's travel agency industry,which makes China's travel agency industry face double challenges at home and abroad,but also breeds opportunities for development.In the face of the crisis,China's travel agency industry has responded to it,trying to restore confidence and revive the economy.This paper puts forward some idea from the aspects of crisis management,marketing and product development,including the establishment and implementation of the normalized tourism public crisis response mechanism;the reconstruction of the tourism image of the travel agency industry;the strengthening of marketing,with special attention to new media marketing;the emphasis on natural education,and the enhancement of the upgrading of tourism products.

Search Engine Optimization,Competitive Advantage and Market Performance of Registered Tours and Travel Agencies in Nairobi City County,Kenya

COVID-19 is a devastating pandemic with widespread negative health,social,and economic consequences.Due to drastic changes in the business environment of tour and travel agencies,firms and marketing managers can now use search engine optimization to effectively position themselves.The study’s main goal is to evaluate the effect of search engine optimization on the market performance of registered tours and travel agencies in Nairobi County,Kenya.Kenya’s tourism ministry and state government work hard to improve the business climate for tour and travel companies.Despite the overall positive image,international tourist market growth rates in Kenya have been 3.5 percent slower from 2017 to 2019 compared to previous years.This was further aggregated by the onset of the COVID-19 pandemic in the year 2020,when the growth rate of tours and travel agencies fell by 65%.The study’s main goal is to evaluate the effect of search engine optimization on the market performance of registered tours and travel agencies in Nairobi County,Kenya.This study adopted a positivist philosophy.Both descriptive and explanatory research designs were used.A self-administered semi-structured questionnaire was used to collect data from 324 registered tours and travels agencies picked from and a sample of 179 were used.Data analysis included the development and interpretation of both descriptive and inferential statistics,such as frequencies,mean,percentages,and standard deviation,and was presented using tables and numerical values.The results of regression analysis established that search engine optimization had a positive and significant effect on market performance of the registered tours and travel agencies picked from a sample of 179.The study recommends that agency management ensure that the firm’s website is easily accessible in order to improve agency performance.Using the internet to gain a large market share can assist tours and travel agencies in improving the performance and income of their websites.

Digital Innovation Strategy for Travel Agents to Combat Climate Warming

Climate warming leads to great opportunities and difficulties for travel agencies.In order to promote the development of travel agencies in the new situation,this paper studies the digital innovation strategy of travel agencies to deal with climate warming.Through in-depth interviews with 13 travel agencies,the impact of climate warming on travel agencies was discussed from multiple perspectives.Investigate the digital innovation response strategies of this group under the influence of climate warming on tourism,analyze and try to give travel agencies’digital innovation strategies to respond to climate warming.In order to provide some help for the sustainable development of travel agencies.

Coopetition Between TTA and OTA Based on Multinomial Logit Choice Model

This paper proposes a framework to analyse the impact of online travel agency(OTA)when it steps into an original market of a traditional travel agency(TTA).Based on the multinomial logit choice model,the demand model and the profit model are presented.Then,the demand squeeze,the total demand increase and the cooperation range of wholesale price are analysed.From the analysis,the results indicate that:(1)OTA can increase the demand of the whole market while it squeezes the demand of TTA;(2)The demand squeeze,total demand increase and the range of cooperation wholesale price are all positive with the perceived value from OTA and negative with the perceived value from TTA.(3)The more immature the market is the more necessary for TTA to cooperate with OTA.In addition,numerical example and sensitivity analysis of perceived value and price are presented to illustrate the demand squeeze,demand increase and cooperation range of wholesale price.