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

Research output: Journal article publicationReview articleAcademic researchpeer-review


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.
Original languageEnglish
Pages (from-to)255-264
Number of pages10
JournalJournal of Vacation Marketing
Issue number3
Publication statusPublished - 1 Dec 1998
Externally publishedYes


  • China
  • Performance
  • Reliability rating system
  • Travel agency

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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