| Summary: | Abstract
The purpose of this research is to understand the general trend of independent travel in China from tourists’ perspectives and what strategies travel agents should adopt to cope with the increased independent travel.
This project is based on both primary research and secondary research. Quantitative and qualitative data are collected and analyzed for deeply exploration about independent travel in order to understand tourists’ attitudes, expectations and perspectives. By this way, through tourists’ feedback, the suggestions and recommendations will be given for the future development of travel agents.
The results reveal that independent travel will be a new trend in the future in China. And people also hold positive attitudes for semi-independent travel form that travel agents are involved in. A few advices are offered to travel agents for the semi-independent travel growth and it is believed that this travel form will be a new trend in the future.
Key words: indepdent travel, semi-independent travel, tourists, travel agents
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