A Research On The Problem Of Service Quality Of Travel Agencies By The Reputation Mechanism

The question of service quality has been puzzling the travel agency for a long time. In our country, there are obvious quality problems in domestic, outbound and international tourism. Service plays an important part in a service enterprise. To get rid of the"meager profit"problem of the tourism industry, first we must resolve the service problem and improve the service quality of the enterprises.In fact, the product of the travel agency is a kind of experience goods. This character is precisely the root of its quality problem. On one hand, there is moral hazard problem in travel agencies and they are apt to reduce quality, on the other, there are information inferior problems in the consumers, which can cause adverse selection.Reputation can solve the quality problem. Using KMRW academic model, it is concluded that under the condition of repeated game, travel agency would keep on offering high quality, establish and maintain good reputation to get the reputation value. The experience of well-known travel agencies all over the world also can tell us that a travel agency can developing fast only by attaching importance to service quality and brand construction.The function of reputation is affected by several factors, such as the rate of the tourism, the time horizon of the travel agency, reputation as a tradable asset or not and market competition. In our country, because of some defect of the system, reputation can not work well and the quality problem of the travel agencies has not been completely resolved.To get the reputation work well and resolve the quality problem of the travel agency's product, we need to increase the rate of the tourism, widen the time horizon of the travel agency and improve the market competition.