A Study On Service Marketing Of Travel Services

Service is the key element of competition in 21 century. With the prosperous growth of the service industry, the wide-spread and application of service marketing is the inevitable trend of marketing development. After ending the phrase of price competition, the travel agency industry stays in the homogeneity. In order to reinforce its competitiveness, the travel agency must offer its customers with better service, offer more transferable value than its competitors. Therefore, the travel agency industry must make a study on service marketing. The influence of service marketing on the travel industry is more important than ever before.At present, the profit margin of China's travel agency industry is generally lower than expected. The main reasons are as below: the travel agency is lack of ideas and strategics of service marketing. At the same time, the travel agencies'understanding and application scope of travel service are comparably narrow. On the other hand, in order to increase profit margin, the travel agency lowers its service standard, which results in more and more customers'complaints and low customers'satisfaction degree. Consequently, this greatly influences the overall profit of travel industry and the long-run development of travel agency. To make things worse, China's entrance of WTO and gradual opening of travel market make a great impact on the developing Chinese travel agencies. Chinese travel agencies are generally lack of international competitiveness. Facing new competition trend and challenge, the travel agency must review the surrounding market environment in a bid to establish...