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two time differences are formed between tourists
and organizing agencies: one is that the tour product
is sold to tourists first but consumed later, the other
is that the tour service promises are made first but
committed later. These time differences will
certainly bring uncertainties to tour activities. At the
same time, the social labor division by many
different tour organizers also brings forward an
organizational isolation between the sales and
consumption of tour products and the promises and
commitments. This organizational isolation, again,
increases the uncertainties of tour activities to a
certain degree. With the increase of uncertainties of
tour activities, the degree of tour information
asymmetry is increased correspondingly, and hence
the tour consumption risk of tourists and tour
business risk also goes up.
3.3 Restraint of “Route Tourism” to
the Competition Among Tour
Suppliers
Located at the destination, the receiving agencies
that take the full charge of local arrangement of
dining, accommodation, vehicles, sightseeing,
shopping and entertainment of tourists are
controlling the local tour supply market. If tour
suppliers what to gain profit from the tour market,
they have to cooperate with the receiving agencies.
In order to gain advantages in the competition, some
tour suppliers lure the receiving agencies with high
commission, and finally become the appointed
reception units of various kind, all characterized by
poor quality and high price. This shows that the
arrangement solely made by the receiving agencies
constrains the tourists’ consumption only to those
tour suppliers recommended by the receiving
agencies on the one hand, and on the other hand,
those truly high-quality and inexpensive tour
suppliers are missing the competition opportunity
because they haven’t been admitted into the whole
reception system. Therefore, the arrangement solely
made by the receiving agencies may easily conceal
large amount of fair-and-square information.
4 COUNTERMEASURES AND
SUGGESTION
4.1 To change the Operation Mode
from “Route Tourism” to
“Destination Tourism”
The so-called “Destination Tourism” operation
mode refers to the economic system of which the
main operators are the travel agents at tourists’
origin and the individual tourist service system at the
tour destination, and in which the resources of
relevant travel services are effectively allocated.
And, the travel agents at the tourists’ origin mainly
include various tickets agencies that provide
transportation service, various travel intermediary
organizations that provide hotel booking service, and
agencies that provide comprehensive services using
the internet as a platform. The individual tourist
service system at the tour destination mainly include
the tour information inquiry system, tour indication
system, tour transportation system, tour
accommodation and reception system, tour shopping
and entertainment system, and tour complaint
system, etc.
In the “Destination Tourism” system, no matter
the travel agents or the individual tourists service
centers, will take the information construction as the
major task and try to enhance the market
competitive power by providing more public and
transparent information for tourists, so as to ensure
that tourists take more initiative position in the
market business. In respect of the current
mainstream online travel operators in China, such as
the websites of Ctrip and Elong, their remarkably
rising business achievements are closely related to
the huge amount of valid information provided on
their websites. It can be concluded that the
“Destination Tourism” operation mode that takes
information construction as its core part will
effectively relief the current disorder of the Chinese
tourism market caused by information asymmetry.
4.2 To Enhance the Integrity System
Construction of Tourism Market
Information
It is suggested that the administrative tourism
authority of the government and the industry guilds
together build the integrity system of the tourism
market, information collection system of travel
enterprises and individual tourists, integrity
supervision and management system and the
integrity breaching and punishment mechanism. The
collection of integrity information shall be finished
under the leadership of the administrative tourism
authority of the government; at the beginning, the
collecting work may be handled directly by the
administrative tourism authority of the government,
and commercial integrity collection firms may join
in and operate according to the market rules when
the collection develops into certain period. The
integrity contents shall mainly include the
information of loans and credits, tax payment,
INFORMATION MANAGEMENT IN CHINA'S TOURISM INDUSTRY
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