Study On The Service Quality Of Travel Agencies

Developed for many years, Travel agencies in china have got great progress. It will meet gigantic challenge and opportunity after China Have joined WTO. Tourism industry of China will have one great market, but also an especially austere environment of competition. At the same time the tour enterprise will compete more seriously on the leading factor to the channel, technology and price. With the outside environment have changed so much, how travel agencies adjust strategy according to the self's characteristic and the outside environment becomes argent problem to deal.The dissertation adopts research method of combing theory illation and demonstration, discussing service quality, service quality of travel agencies and its characteristic. In order to measure overall service quality of travel agency, the dissertation takes overall service quality of travel agency as two parts: direct service and indirect service .The dissertation carry out questionnaire investigation on the visitors, collects pertinent information, and it proves that the Pearson Correlation between direct service quality and overall service quality is bigger than that between direct service quality and overall service quality. Travel agencies should improve direct service quality first, and then strengthen indirect service quality.The dissertation carries out analysis on the particularity of the service of travel agencies, and point out that enterprise can not control all of the service directly. Secondly, the dissertation uses SERVQUAL and others to measure direct service quality and indirect service quality. Thirdly the dissertation brings forward one hypothesis that there are differences between direct service quality and indirect service quality. They have different effects on the overall service quality that tourists feel.