Research Paper Help on Tourism Organizations or Club – China National Tourism Administration

Tourism Organizations or Club – China National Tourism Administration

China National Tourism Administration

1.      Introduction

Tourism in China continues to grow at an interesting rate, over the last one decade the country has experienced tremendous growth in the tourism industry (Yang & Lijuan, 2009). Domestic tourism in the country has grown by 10% and inbound tourism has increased by 10%. Despite the alluring figures, it is common fact that being an actor in the Chinese Travel Industry is not an easy task, this because the market is still being regulated by the government (Zhijun, 2003). This limitation was, however, eased with the introduction of the China, National, Tourism board that granted the outbound license to three foreign invested operators (Yang & Lijuan, 2009). This report will focus on China National Tourism Administration, one of the agencies that are responsible for overseeing tourism activities in the republic of China (World Bank, 2005)

2.      China National Tourism Administration

The China National Tourism Administration, which is abbreviated as CNTA is a Chinese agency that is in charge of tourism directly (Yu & Smith, 2012). The body works closely with the state council of China. The department is solely responsible for the development of tourism in the republic of China (Yang, 2009). The department is based in the city of Beijing; the capital cities of China, there are many regional branches that are affiliated with this administration, the branches are spread all across China (Han, 2010). Despite the agency having key roles in the Chinese tourism industry, the department does not have immense authority in the face of the Chines government. This means that it cannot fully influence the tourism industry and that the Chinese governments still have a big role to play when it comes to the administration of the tourism activity in the region (Tarlow, 2002).

The provincial departments in every Chinese province report to the central office that is located in Beijing (Yang F. , 2009). The CNTA boast in having 18 offices that are called the CNTO or the China national Tourism offices. The offices are charged with the promotion of tourism in the Country, the offices have spread their spheres of influences to other parts of the world, and for example, there are CNTO offices in London and Paris (Yang & Lijuan, 2009). The CNTA can be perceived to be a very unique office; this is because it is in charge of controlling the tourist outflow from China abroad (Yang & Lijuan, 2009).

Currently the agency is headed by Vice Chairman Du Yili, Du Jiang and Wu Wenxue (Zhijun, 2003). The agency has internal departments that are in charge of various responsibilities within the administration, for example, the department policy and legal affairs, the office of the national red tourism and the department of quality standardization (Yang & Lijuan, 2009). The organization is directly affiliated to the service center of the CNTA, the information center of the CNTA and the Chinese tourism news office. The offices that are located in other countries aim at promoting the directional tourism links with China (Yang & Lijuan, 2009).

3.      Tourism in the economy

Tourism has a significant parent to play in the economy in the year 2009 the state council gave out document 2009-41; this document is an analysis of the government’s aims to nurture the tourism industry in the Chinese republic as a key pillar of the national economy (Zhijun, 2003). In the year 2012, the Chinese tourism industry accounted nearly 4% of the GDP; the China National Tourism administration expects that this figure will grow to reach 4.5 % by this year. The share of tourism elements across the globe was 26% (Yang & Lijuan, 2009).

The Chinese inbound tourism has experienced little growth since the global financial crisis in the year 2008 and 2009 (Yang & Lijuan, 2009). In the year 2012, the country received 132.4 Million inbound visitors this was an average annual increase of 0.8% since the year 2008 (Yu & Smith, 2012). The sector’s export revenues during the year 2012 totaled to USD 50 billion. The Chinese outbound tourism has been increasing, in the year 2012 there was a deficit on the tourism balance of trade, it amounted to USD 51.9 billion (Han, 2010).

The Domestic tourisms is the largest market for the Chinese tourism industry, in the year 2012, the domestic market reached 2.96 billion visits, with a year on year growth rate of over 12% (Yang & Lijuan, 2009). The domestic market has generated revenue of CNY2270.6 Billion, these accounts for 87.6% of the total internal market revenues from tourism (CNTA, 2015).

4.      Mission statement of China National Tourism Administration

The China National Tourism administration aims at “meeting the people growing needs in tourism and leisure as their starting point and the ultimate goal in line with the overall requirements, for the building of an initially prosperous city in China (Qian, 2014). In this regard the administration is committed to putting the people together with their safety first; they improve the person’s livelihood, encourage the free consumption and promote healthy civilized and environmentally friendly ways in the field of tourism and leisure (Yang F. , 2009). The main objective in the administration mission is the improvement of the quality of tourism in the country. The administration strives to give modern tourism across the country (Yu & Smith, 2012).

In accomplishing this mission, the administration is determined to set city parks, leisure streets ad areas that offer recreation (CNTA, 2015). The administration is determined to promote tourism through the establishment of family inns, recreation vehicles and ports for the cruise liners (Yang & Lijuan, 2009). The administration will better protect the parks and the other leisure spaces, people who occupy the tourism spaces will be forced to leave to make this space become more accessible (Zhijun, 2003).

The administration will encourage the rural vacation close to the cities, this will vigorously help in increasing and developing tourism and the leisure products, for example, bicycle tourism, self drive tourism, sport and fitness and medical and the healthcare tourism (Qian, 2014). As the administration vigorously develops the red tourism, they will make it classic scenic areas and choice tours to become more and more appealing and influential. To be able to meet the diverse need of the growing population, the administration will develop tourism and leisure products for different groups of people, for example, the seniors, the women, children and people who are disabled (Zhijun, 2003).

The developments of services for the purpose of the national tourism are in line with the mission of the CNTA (Yang F. , 2009). The administration will work to phase in a convenient and practical tourism information service system. The administration will strengthen the information disclosure of tourism and leisure services through the improvement of the public, tourism websites (Qian, 2014). The agency will build tourism information centers in the public spaces for example, the airports. The agency seeks to develop service and quality standards in tourism and leisure (Zhijun, 2003).

5.      Type of product delivered by the Board

The agency is responsible for planning and coordinating of the development of the tourism industry in China, through the creation of policies, programs and standards (Yang & Lijuan, 2009). The agency is responsible for the development of market strategies for the domestic tourists, the inbound tourism and the outbound tourism (Yu & Smith, 2012). Significant work has been done by this agency in the organization of the external publicity and the significant promotional activities on the overall image of China. The department has become very active when it comes to organization of survey and protection of human resources across the Asian country (Yang F. , 2009).

The administration is involved in the promotion of the international communication and the cooperation of tourism (Qian, 2014). It takes charges of the affairs that are related to the cooperation with the other international tourism organizations. The agency is responsible for the establishment of policies on the outbound truism and the border tourism in the region (Yang & Lijuan, 2009). Foreign travel and agencies that have been established in the Chinese republic are examined by this agency (Yang F. , 2009).

The agency is also active in the establishment of policies on the travel to Hong Kong, Macao and also Taiwan (Yang & Lijuan, 2009). They organize the implementation by guiding and promoting the tourist markets in both Hong Kong and Taiwan. They also take charge of the affairs that affect the residents who live on the mainland (Zhijun, 2003). Through the agency policy, the department organizes and instructs tourism education and training (Zhijun, 2003). They stipulate the vocation qualification system and the ranking system for the tourism employees in the republic of china (Tarlow, 2002).

6.      Differentiation of the China National Tourism Administration

Tourism is one of the most significant factors that affect the economy and the development of the contemporary societies (Tarlow, 2002). The activity can either be described as secondary to primary depending on the location that it is being referred from. The China National Tourism Administration is among the many productive administrations in the whole world. The company differentiated itself from its competitors in a number of ways (Yu & Smith, 2012). According to its differentiation strategy, the administration has focused on then capacities of its products (Zhijun, 2003). The main idea behind this strategy has been the company a narrowing down its competitive scope. In other words, the company has worked towards the development of specific market niches in which it competes (Tarlow, 2002).

The agency has been able to provide high quality services that are efficient compared to those of its competitors (World Bank, 2005). By offering a superior service, the agency has been able to differentiate itself from its competitors (Tarlow, 2002). The agency has established itself in different part of the world; this ensures that people from different countries have knowledge concerning China, this increase tourism in the country and out the agency way ahead of the other agency (Qian, 2014).

The administration advocates for quality, this is in line with their mission statement that aims at providing quality tourism and leisure products to all; the agency has established an academy for tourism (Yu & Smith, 2012). The administration has also established laws that guide, tourism; this has seen the number of Chinese tourists who visit different parts of the world increase (Yang & Lijuan, 2009). In the year 2012, the number of Chinese citizens who visited other nations increased this surpassed the number of Americans and Germans who visited other countries, this shows how effective the administration has become in promoting tourism in the country (Zhijun, 2003). The administration also controls how the tourist should behave, for example, article 14 requires all the tourists to observe public order and respect the social morality in the country. All the tourists are expected to be observant of the national public order and have respect for the social morality (Yang & Lijuan, 2009). Customs ought to be respected and the country’s traditions plus beliefs upheld at all times.

The administration has made it possible for the Chinese citizens to access a multiple chain of the travel agents (Yang & Lijuan, 2009). This has helped to create a network of branches from which the Chinese citizens can have access to different prime locations, and through the allocation of different agents the administration has been able to create a strong brand name (Han, 2010). This has been achieved through the design and the frequent flyer programs that are evident, through the distinctive and the superior superior product promotion the administration has been able to occupy a distinctive art in the hearts of many tourists both in China and other countries (Yu & Smith, 2012).

The diversification strategy has seen the administration develop new and improved tourist products, for example, the call to develop the bike tourism is seen as a one way of attracting tourists (Yu & Smith, 2012). The administration is working toward the provision of a cultural character; this type of strategy has allowed the realization of the medium long term flexibility of the tour package. The administration also offers low season travel product that is specific to the tourism (Yu & Smith, 2012). The accessibility increase of the tourist products has been increased by the inclusion of the proposed arrangements and a minimum set of exercise, the administration has worked towards the provision of varied divertissement methods (Yu & Smith, 2012).

The administration has been able to selectively choose the number of agents whose distribution activity has been appreciated as being efficient and meeting the expectation of the competition (World Bank, 2005). By adopting this approach the administration has been able to perform efficient controls over the certain market segments in the conditions in which they are not overly expensive (Yang & Lijuan, 2009). The administration has developed a varied network of distribution through which they have been able to offer their services using unique trademark, the administration seeks to benefit from this step (Yang F. , 2009).

7.      Legal Framework for China National Tourism Administration

The China National Tourism administration can be compared to the ministry of Tourism which is financed by the Chinese government (Qian, 2014). The administration lacks the full status of the ministry and also the enforcement powers that can enable it to enforce policies independently. This reason, contributes to the tourist rights being protected by the use of legislation (Qian, 2014).

Like all the government institutions, the CNTA is noncommercial and is not allowed to trade directly with the private companies (Yu & Smith, 2012). The CNTA together with the other local tourism bureau are members of the European national tourist office for the purpose of marketing and promotions in China (Yang & Lijuan, 2009). CNTA is regarded as the official tourism partner for the major cultural or the sports events in the foreign countries (Yu & Smith, 2012). The business together with the official travel arrangements are not under the jurisdiction of the CNTA, these activities are under the leadership of the ministry of commerce and the other responsible ministry in the government. The commerce ministry in many times partners with the ministry of trade and consultants (Qian, 2014).

The tourism law has been the most significant document that has guided the operations of the CNTA (Yang & Lijuan, 2009). The tourism law has been very active in ensuring that the primary objectives, the principles and the policies are in check (Qian, 2014). The tourism rules and regulations must all be under the Tourism law; this is in much the same way as the laws in China must conform to the constitution (Lu, 2012).

The current legal framework with its rules and regulation has been designed with a sole aim of governing the vertical relationships with the China National Tourism Administration (Yang F. , 2009). This shows a positive light on the agency committed to strive in the perfection of the current tourism legal framework, it hints at the possibility of an integrated (Yang & Lijuan, 2009)

8.      How the Business enterprise is addressing trends

Since 1990, CNTA has aggressively passed laws that are targeted at the standardization of the travel agencies in China (Tarlow, 2002). Service quality plus protection of interest of tourists are common themes the administration deals with. Since the year 1995, the administration has been very active in addressing the emerging trends through the implementation of certain policies, for example, the “The service quality cash deposits” under this system (Tarlow, 2002). The administration demands that each and every travel agents deposit some amount of money with the CNTA, this is used as cash guarantee, in case the agent becomes insolvent or fails to deliver as it promises (Qian, 2014).

By enacting the departmental rules, the CNTA attempts to regulate the quality of the tourist guides and the other travel personnel (Qian, 2014). Besides the act of ensuring that there is quality service in the agent, the CNTA lays down some specific rules and regulations that regards insurance, this activity works hand in hand with the “service quality cash deposit” for the purpose of the providing of maximum protection for all the tourists (CNTA, 2015). As per the article 21 of the regulations on the administration of the travel agencies, all the travel agencies that work in China should ensure all their travelling activities (World Bank, 2005).

The Chinese law requires all the travel agents to have two types of insurances; these insurances are the travel accident insurance and travel liability insurance (Qian, 2014). From this information, one can see that the contents of the legal framework of the travel agency sector are immensely developed; they cover more ground and do not specialize in their areas (Yang & Lijuan, 2009).

This can be attributed to the large extent of the more active involvement of the CNTA in driving the legal development of the travel agency sector in general (Yang & Lijuan, 2009). However, this big level of state participation can result to low level of commitment in the industry. In the year 2012, the China National Tourism Administration total budget amounted to 240.5 million (World Bank, 2005). Primary sources of this fund came directly from the local and federal governments.

9.      Employment opportunities and status for the full time staff and management

The China National Tourism Administration has increased the employment opportunities in China (Qian, 2014). The tourism industry is immensely labor intensive when compared to other sectors, like agriculture. It has utilized a big portion of the skilled and the unskilled labor forces, therefore, it has come out as an important source of employment for the poor people. The tourism employment impact can be very significant today (Qian, 2014).

The China National Tourism Administration falls within the tourism industry; this means that there are many employment opportunities for both the full time and the part time workers (Yang & Lijuan, 2009). There are many ways in which people can get into this sector, but the basic requirement is that one must show that he/she has management skills, this is very significant for the purpose of gaining entry into the sector (Yang & Lijuan, 2009). The jobs can range from travel agents, managers, directors and event organizers.

10. Opinion on the Industry

The tourism industry is one that has immense significance in many countries around the world. The sector has significantly increased the earning of many countries around the world today (Tarlow, 2002). The China National Tourism Administration has played a key role in influencing the dynamic effects of the operations, some of the effects are within the company own control, other have resulted due to the systemic and governance factors that company cannot be able to tackle alone (Yang & Lijuan, 2009).

In China, the social and the environmental impacts of tourism are increasingly prominent on the radar screen of the people and the media; this has prompted the industry to respond (Yang & Lijuan, 2009). The China National Tourism Administration has been in the forefront in enhancing the satisfaction of the customer (Yang & Lijuan, 2009). The agency is now in a position to develop better products for the tourists by incorporating the local services and the cultural experiences of the Chinese people (Yang & Lijuan, 2009). The administration has helped to make more distinct niches for themselves in the market by using the economic opportunity efforts.



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