Internationalization of Chinese Tourism Enterprises: Theory, Models, and Realistic Choices

Author: Du Jiang
Publisher:
Publish Date: 2006-08-01
Features: The current international tourism industry is undergoing significant changes. According to statistics from the World Tourism Organization, in 2002, the number of international tourist arrivals worldwide reached 715 million. At the same time, China's tourism industry had reached a new height, with 98 million inbound tourists and $20.4 billion in tourism foreign exchange earnings in 2002, ranking fourth globally in both international tourist arrivals and tourism foreign exchange earnings. In 2001, China's outbound tourism market reached a record high of 121.3 million trips, with a total expenditure of $13.1 billion. Based on historical experience in the development of the international tourism industry, similar industry scale and structure inevitably lead to the international operations of domestic tourism enterprises, particularly more advanced forms of transnational operations. Against this backdrop, the international operations of Chinese tourism enterprises have become a practical issue for the government, enterprises, and academia. Some large, well-capitalized tourism enterprise groups have already engaged in transnational operations to varying degrees. However, in key areas such as the fundamental principles of international operations, the main models of international operations, and the development strategies based on the current state of China's tourism industry, there is an urgent need for theoretical research and answers from academia. In summary, the research project led by Professor Du Jiang, titled "The Internationalization of Chinese Tourism Enterprise Operations—Theory, Models, and Real-World Choices," holds strong theoretical and practical significance. Guided by applied research, the project seeks to build a foundational theoretical framework while primarily employing research methods such as comparison, synthesis, induction, analogy, and model construction. It also emphasizes field research and case studies of tourism enterprises. In the specific research process, the project team will first creatively construct a research framework for the international operations of tourism enterprises and, based on this framework, study the general theory, common models, and practical choices of international operations for tourism enterprises from different perspectives. The project will focus on the following issues: the construction of a general theory of international operations based on the special laws of tourism economic operations, the connotation and measurement standards of internationalization for Chinese tourism enterprises, market selection, marketing strategies, domestic preparation, the choice of operational modes in internationalization strategies, revenue management for tourism enterprises, and the development strategy planning for the Beijing Capital Tourism Group's internationalization. The project is expected to achieve breakthroughs in the following areas: combining existing general theories of international economics and international business management with the operational laws of the tourism industry to construct a foundational theoretical framework suitable for the internationalization of tourism; summarizing international historical experience to refine several practical models of international operations for tourism enterprises; proposing several transnational operational modes Chinese tourism enterprises to practice; proposing market selection and marketing strategies suitable for the internationalization needs of Chinese tourism enterprises; and establishing principles and methods for revenue management of tourism enterprises in an international context.