本文選題：旅游法 + 旅行社��； 參考：《南昌大學(xué)》2014年碩士論文

【摘要】：中國經(jīng)濟(jì)在持續(xù)發(fā)展，國民收入在不斷增加，可自由支配的閑暇時(shí)間也在日益增多，，旅游出行已經(jīng)成為人們一種必不可少的生活內(nèi)容甚至生活習(xí)慣。龐大的旅游客源市場，一方面為旅行社企業(yè)創(chuàng)造了巨大的發(fā)展機(jī)會和發(fā)展空間，相應(yīng)地使旅游業(yè)發(fā)生著日新月異的變化，另一方面，也給旅游企業(yè)的規(guī)范經(jīng)營帶來了一些不確定因素，給旅游法制建設(shè)提出了迫切要求。尤其是旅行社企業(yè)，由于數(shù)量增長迅猛，彼此競爭十分激烈，旅游市場上一度旅游亂象叢生，如產(chǎn)品缺乏創(chuàng)新，彼此模仿，同質(zhì)化嚴(yán)重；宣傳促銷方式單一，旅行社惡性競爭，價(jià)格戰(zhàn)十分慘烈，“零團(tuán)費(fèi)”、“負(fù)團(tuán)費(fèi)”現(xiàn)象屢禁不止；強(qiáng)迫購物、欺客宰客等問題屢禁不止，產(chǎn)生的惡劣影響在社會上引起很大反響。種種問題，不僅損害了旅游者的合法權(quán)益，也給旅游經(jīng)營者的正當(dāng)經(jīng)營行為帶來嚴(yán)重沖擊，在旅游業(yè)內(nèi)甚至出現(xiàn)了“守法者吃虧，違法者發(fā)財(cái)”的錯(cuò)誤認(rèn)識。為實(shí)現(xiàn)國家旅游業(yè)的健康持續(xù)發(fā)展，亟須通過規(guī)范旅游市場經(jīng)營秩序來維護(hù)旅游經(jīng)營者的合法權(quán)益。 2013年10月1日，規(guī)范旅游行業(yè)行為的《旅游法》正式實(shí)施，全社會對它遏制行業(yè)亂象，凈化旅游環(huán)境寄予很大期望。仔細(xì)瀏覽這部法律，不難發(fā)現(xiàn)，在全部112條規(guī)定之中，涉及旅行社方面的條文竟達(dá)73條之多，所占比例超過65%。這些條款，內(nèi)容涵蓋旅行社企業(yè)的資質(zhì)要求、業(yè)務(wù)范圍、許可證制度制度、質(zhì)保金制度、宣傳招徠、合同制度、安全保障、監(jiān)督管理、糾紛處理、法律責(zé)任等共10個(gè)方面。 本文從分析南昌旅行社發(fā)展面臨的主要問題開始，探討問題出現(xiàn)的原因，剖析《旅游法》中影響到南昌旅行社營銷與發(fā)展的若干規(guī)定，在SWOT分析的基礎(chǔ)上，提出旅行社應(yīng)該采用的產(chǎn)品營銷策略、價(jià)格策略、渠道營銷策略、促銷策略以及政府扶持旅行社業(yè)發(fā)展的政策建議。
[Abstract]:China's economy continues to develop, national income is increasing, free leisure time is also increasing, travel has become an indispensable life content and even life habits. The huge tourist market, on the one hand, creates a huge opportunity and space for travel agency enterprises to develop, and correspondingly makes the tourism industry change with each passing day, on the other hand, It also brings some uncertain factors to the standardized management of tourism enterprises and puts forward urgent requirements for the construction of tourism legal system. In particular, because of the rapid growth in the number of travel agencies and the fierce competition between them, the tourism market was once chaotic, such as the lack of innovation in products, imitation of each other and serious homogeneity; the single way of promoting sales promotion; and the vicious competition of travel agencies. The price war is very bitter, "zero League fee", "negative League fee" phenomenon repeatedly prohibited; forced shopping, deceiving customers and killing passengers and other problems repeatedly prohibited, the bad impact caused great repercussions in society. All kinds of problems have not only damaged the legitimate rights and interests of tourists, but also brought serious impact to the legitimate management behavior of tour operators. In the tourism industry, there has even been a wrong understanding that "law-abiding people suffer losses and violators make money". In order to realize the healthy and sustainable development of the national tourism industry, it is urgent to protect the legitimate rights and interests of the tour operators by standardizing the order of the operation of the tourism market. On October 1, 2013, the Tourism Law, which regulates the behavior of the tourism industry, was formally implemented. The whole society has great expectations for it to contain the chaos of the industry and purify the tourism environment. A closer look at the law reveals that of the 112 provisions, 73 are related to travel agencies, accounting for more than 65 per cent. These clauses cover the qualification requirements of travel agency enterprises, business scope, license system, quality guarantee system, publicity and solicitation, contract system, safety protection, supervision and management, dispute resolution, legal liability and so on. This paper begins with the analysis of the main problems facing the development of Nanchang Travel Agency, discusses the causes of the problems, and analyzes some regulations in Tourism Law that affect the marketing and development of Nanchang Travel Agency. On the basis of SWOT analysis, The product marketing strategy, the price strategy, the channel marketing strategy, the promotion strategy and the policy suggestion of the government to support the development of travel agency should be put forward.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D922.294;F592.6

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