Internal and external analysis

External Analysis

External Opportunity (O):

Policy Environment:

National policy support for the development of the tourism industry: In recent years, tourism has played an increasingly important role in the national economy, not only as a source of economic income, but also as a powerful means to enhance the country's cultural soft power and promote national development. The notice of the State Council on the issuance of the "14th Five-Year Plan" for tourism development and the notice of the Ministry of Culture and Tourism on the issuance of the "Domestic Tourism Promotion Plan (2023-2025)" have profoundly demonstrated the importance that the state attaches to the development of tourism.

National support for tourism management: In the notice of the Ministry of Education of the National Tourism Administration on the issuance of the "Guiding Opinions on Accelerating the Development of Modern Tourism Vocational Education", it is pointed out that "tourism departments at all levels should incorporate tourism vocational education into the tourism development plan, set up special funds to support the reform and development of tourism vocational education, and increase the investment and guarantee of tourism vocational education in the industry." It is necessary to speed up the improvement of the tourism professional standard system and the employment access system, and strictly implement the provisions of the tourism laws and regulations on the relevant professional qualifications. Support the establishment of vocational skills appraisal institutes (stations) in eligible vocational colleges, and improve the methods for vocational college graduates to obtain corresponding vocational qualification certificates. It is also proposed to strengthen industry guidance, organize leadership, and implement corporate responsibility;

State support for Sino-French joint majors and institutions: In the notice of the Ministry of Education of the National Tourism Administration on the issuance of the "Guiding Opinions on Accelerating the Development of Modern Tourism Vocational Education", it is stated that "the level of internationalization will be enhanced. Support tourism vocational colleges to carry out international exchanges and cooperation, learn advanced school-running concepts, introduce high-quality educational resources, and develop professional curriculum standards that are in line with international advanced standards. Expand overseas internship and training channels and expand the scale of overseas internships. Support qualified vocational colleges to open international majors and recruit international students. Promote the implementation of high-level and exemplary Chinese-foreign cooperation in running schools. Explore the development model of tourism vocational education that is compatible with the rapid development of outbound tourism, support high-quality tourism vocational colleges to run schools abroad, and cultivate localized talents that meet the needs of Chinese tourists for overseas tourism. The China National Tourism Administration has strengthened cooperation with relevant departments, supported a group of key tourism teachers and outstanding students to study in foreign high-level colleges and universities, and built a platform for communication and cooperation with foreign high-level universities. ”

Market Demand:

The market puts forward new needs for tourism management professionals: the public's demand for tourism is transformed from the shallow material to the deep spiritual level, the people increasingly need high-quality tourism, the tourism demand is further upgraded, the tourism market is further stratified and divided, the boundaries of tourism are expanded, and the quality of tourism development is improved, which puts forward more diversified requirements for tourism talents. Under the background of the integrated development of culture and tourism, it has broken the boundaries of talents and opened up a new situation for the development of emerging tourism talents. The wide application of modern information technology such as artificial intelligence, big data and the Internet in the tourism industry has improved the professional quality selection standards of new tourists, and there is a greater need for newer talents who are more in line with the concept of modern tourism development; At the same time, the emerging new tourism methods such as "rural tourism", "red tourism" and "smart tourism" also need the learning and exploration of relevant professionals;

On January 11, 2024, the National Immigration Administration (NIA) launched five measures to facilitate foreign nationals to come to China, including: further relaxing the requirements for foreign nationals to apply for port visas; Implement 24-hour border inspection exemption procedures, and simplify the application for visas and documents for foreigners in China. China and more and more countries have entered the "visa-free era". The enthusiasm of foreigners to come to China is unprecedentedly high, and the enthusiasm for coming to China is constantly increasing, which reminds today's tourism enterprises and related tourism departments to pay more attention to the international vision, and colleagues will also be more inclined to talents with international backgrounds in the selection of talents in relevant departments, because such talents will often have more in-depth insights and broad horizons in these aspects;

External Threat (T):

Cognitive biases of the outside world about the tourism management profession:

The public generally believes that the employment direction of tourism management students after graduation is the service personnel of the tour guide industry or related scenic spots, and they think that the employment prospects are not high, it is difficult to obtain high salaries and need to work for a long time, and the threshold for entering this major is low, and the knowledge learned only needs to be endorsed, and there is no technical and substantive effect, so that the parents of students are not willing to apply for this kind of major, resulting in the loss of professional talents.

The tourism management profession is becoming increasingly competitive:

With the upward development of the tourism industry, more and more colleges and universities will open tourism management majors and cultivate relevant tourism management talents, which may lead to increased access to tourism management-related jobs or market saturation.