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Journal of Vacation Marketing, Vol. 4, No. 3, 255-264 (1998)
DOI: 10.1177/135676679800400304

Evaluation through performance and reliability: Marketing China's travel agencies

Honggen Xiao

Department of Tourism, Huaqiao University, Quanzhou, Fujian 362011, PR China

China's travel industry has been developing rapidly in scope, yet administration or management of travel agencies is still in its infancy. This paper takes an analytic and descriptive approach to review international and domestic travel in China and proposes the reliability rating system as an alternative supplement to Quality Guarantee Fund System (QGFS) which is now a popular administration practice in China's travel agencies. The reliability rating system as a supplementary administration instrument is defined and its variables in actual operation are identified. The paper concludes by evaluating reliability rating as an effective marketing tool for China's travel agencies.

Key Words: reliability rating system, performance • travel agency • China


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