| Abstract [eng] |
EVALUATION OF PERFORMANCE EFFICIENCY OF TOUR OPERATORS AND AGENCIES SUMMARY 83 pages, 21 tables, 12 graphs, 84 references. The main objective of this MA thesis is to set up an operating efficiency assessment system adapted to the Lithuanian travel agencies and tour operators. This thesis comprises three main parts: analysis of scientific literature, survey and its results, conclusions and suggestions. The analysis of the literature includes examination of the theoretical concept of operating efficiency, presents the definitions of operating efficiency provided by different authors, and specifies the optimal and most frequently applied concept of the company’s operating efficiency. Next, the indicators, criteria and tools of assessment of operating efficiency have been analysed. The comparative analysis has been performed and used as a basis for compilation of the list of criteria for assessment of the company’s operating efficiency and determination of indicators used to measure these criteria. Following analysis of the literature, the author conducted the survey on the main operating efficiency assessment criteria and indicators between the travel agencies and tour operators in Lithuania. The survey was performed with the participation of the sector’s specialists. The main purpose of the questionnaire was to collect the data required to develop the operating efficiency assessment model adapted for the travel agencies and tour operators. The survey results have been statistically processed using the SPSS programme package. Through evaluation of the importance of the criteria and indicators, the arithmetic mean has been calculated, while the standard deviation showed the similarity of the respondent opinions. Cronbach’s alpha coefficient was used to determine the reliability of the Likert scales. The Cronbach’s alpha for all scales is higher than 0.6 and lower than 0.9, therefore, pursuant to the recommendations, the reliability is acceptable. In order to determine whether the difference between the higher assessment of all the criteria and respondent’s position, experience in the tourism sector and company category he works in is statistically significant, the significance tests have been performed. The regression analysis has been performed seeking to define the evaluation correlation of the totality of the operating efficiency assessment criteria with the respondent experience in the tourism sector and operating efficiency assessment in the target company they work in. The exploratory factor analysis has been performed in order to divide the efficiency assessment criteria into groups. The survey conducted allowed to set up the system for assessment of operating efficiency in travel agencies and tour operators, which is based on seven efficiency assessment criteria (image and reputation, employees, customers, external organisation processes, internal organisation processes, financial position, quality of product or service) and twenty-two indicators designed to measure these criteria. Finally, the nine-step model for assessment of operating efficiency of travel agencies and tour operators has been proposed, where eight of the steps are designated for the determination of values of each criterion’s indicators, while the ninth, based on the multi-criteria evaluation methods and weights of indicators, allows to quantify the operating efficiency of travel agencies and tour operators. The conclusions and suggestions summarise the key results of the literature analysis and survey conducted. The author believes that the proposed model can help quantify the operating efficiency of travel agencies and tour operators and provide data required for efficiency improvement. The model can be further improved by expanding the analysis of the measurement indicators of the criteria and their values. |
