Research On The Service Quality Evaluation And The Integrated Development Of Domestic Travel Agency

Travel agency, together with tourist hotel and transportation, are the three important branches in the modern sense of the tourism industry. As a service enterprise which provides tourists with food and beverage, accommodation, journey, travel, purchasing and entertainment, the travel agency connects all parts of the tourism chain by its running activities. It plays a very important role in connecting link between the preceding and the following.With the development of the tourism, lots of international enterprises , such as American Express, spread their business in China. All of them are sensitive to information, rapid response, good at management and with economic strength. Thus, it becomes an urgency that providing a theoretical guidance and boosting up the service quality of the domestic travel agencies.There are great differences between Chinese travel agencies and international ones in division system and operating pattern, however, so the overseas theories can not be used in domestic travel agencies'running activities directly. And the domestic study on service quality and the integrated development of travel agencies is not systematic enough at present. Under such background, the dissertation tries to evaluate the service quality and advance the integrated development of the domestic travel agencies. The main content is as follow:First, it introduces the international and domestic research achievements in the related field and the theoretical foundation of the dissertation, redefines some concepts in tourism industry and analyses the running characteristics of the travel agency.Then, based on the study of service quality of travel agency,the dissertation evaluates the tangible products of the domastic travel agency and service quality of the tour guide by using fuzzy synthetic evaluating mode.Next, it analyses systematically all the factors which can influence the service quality. And the factors are devided into three aspects:controllable, half-controllable and uncontrollable factors.In the end, the dissertation points out that the service quality of the travel agencies just lies on its integrated ability. It studys the service quality and the integrated development of the travel agency on four points: the selecting of the tourist suppliers, the management to the tour-guides and the incentice mechanism of their misconducts, the exploitation to the tangible route products, the integrated development mode of the travel agency.The innovations of the dissertation is as follow: First, it studies on the service quality of travel agency from the view of the supply chain management.Second, application of the supply chain theory, revenue sharing theory and the principal-agent theory in the tourism discipline.Third, innovation has been added to the applied research of the current tourism discipline. Finally, redifined some important concepts in tourism discipline, such as the tangible products of the travel agency, systemic factor, management factor, the emotional curve of the tour guide, revenue sharing and the integrated service quality. It greatly enriched the conceptual system of the tourism discipline.