摘要：随着会展行业的不断热化，越来越多的旅行社企图分一碗羹，开始承接会展项目，其中涉足最多的就是奖励旅游市场。本文主要就上海当地旅行社承接奖励旅游的运作模式进行研究分析，发现在现有的运作模式中还存有很多问题，随着奖励旅游市场的开拓应该正视并改善现有的不足，多为消费者去考虑，把这块领域更好更快速的发展起来。61983

文章第一部分为绪论。第二部分从定义、类型和形式、作用及意义来诠释奖励旅游的内涵，了解其对于旅行社的重要作用。第三部分系统得分析了上海地区承接奖励旅游项目的运作模式，需要前期筹备、产品设计、项目执行以及效果评估和维护客户关系这四个流程，并以中青旅作为实例佐证这一套模式的合理性和实用性。第四部分深入探讨了运作模式中的优缺点以及改进建议。

毕业论文关键词：旅行社；奖励旅游；项目运作

A Study on the Operation Mode of Travel Agency to Undertake Incentive Tourism Projects

-- A Case Study of Shanghai Region

Abstract：With the prevailing exhibition industry today, more and more travel agencies attempt to take part in it by undertaking exhibition projects, in which incentive tourism market is involved most. In this paper, the operating mode for local travel agencies undertaking incentive travel projects in Shanghai is analyzed, where many problems in the current system are found. As the market of incentive travel is expanding, it should be paid more attention to improve the defects by considering more for consumers so as to enhance the industry more rapidly.

The first part of the article is the introduction. In the second part the connotation of incentive tourism will be explained in terms of the definition, type, form, function and meaning, so as to show its important role in travel agency. The third part involves the systematic analysis of operating mode for local travel agencies undertaking incentive travel projects in Shanghai, which requires four steps including preparation, product design, project implementation, assessing effect and maintaining relationship with customers. Also, the CYTS will be taken as an example to demonstrate the rationality and practicability of the mode. In the fourth part, we will deeply discuss the advantages and disadvantages of the operating mode, as well as some suggestions for improvement.

Key words：Travel Agency; Incentive Travel; Project Operation

目录

一、绪论 1

（一）研究意义和目的 1

（二）国内外研究现状 1

（三）研究方法和结构 2

二、奖励旅游的内涵 3

（一）奖励旅游的定义 3

（二）奖励旅游的类型和形式 3

（三）奖励旅游的作用 3

（四）奖励旅游对旅行社的意义 4

三、上海地区旅行社承接奖励旅游项目的运作模式研究 5

（一）上海地区旅行社承接奖励旅游项目的运作模式 5

1.前期筹备 5

2.产品设计 5

3.项目执行 7

4.效果评估以及维护客户关系 7

(二)案例分析—以中青旅为例 7

1.上海中青旅简介及其代表性 7