Characteristics of Market Activity of International Tourism Investment Association (PRC)

The article examined the characteristics of the market activity of the innovative travel company International Tourism Investment Association (ITIA), which operates in the markets of outbound, inbound and domestic tourism of the People's Republic of China, as well as in related markets: transport and investment services, hospitality services and project activities. The purpose of the research was to study the factors of the main activity, namely tourism. The research collected and analyzed information about the factors of external and internal environment of the company's market activity. The results of the PEST analysis showed that the macro-environment is quite favorable to the development of tourism business in China. However, this situation also creates negative effects for ITIA, including increased competition, high consumer demands for the quality services, and environmental issues in a number of regions. The results of the SNW analysis showed the overall success of the company among its competitors in the tourist market. At the same time, the research identified the need to strengthen some positions. In this regard, we suggested ways to improve the company's activities in the travel services market.