| After more than 20 years'development, tourism industry grows faster and stronger and has been one of the fastest growing sector in China's national economy. As a core in the six parts in the torism industry, the travel agency play the most important role in stimulating the development of the torism industry. In recent years, with the slowdown of the entering condition, the numbers of the travel agencies increased so sharply that the compition in this area became higher and higher. The travel agencies continued to low the price for winning the compition, which eventually transferred the cost burden on the shoulder of the clients, which makes the clients unsatisfactory to the travel agencies.Due to the infromatiom dissymmetry inside the different travel agencies and relevant organizations, the clients have less trust and loyalty to the travel agencies. Facing the challenge of the higher competitive and lower profit market, how to win the competion and how to make the clients trust the travel agencies and how to make the clients be satifactory has become a very important issue for the travel agencies.Based on the analysis on the current situation of the travel agnecies in China, the author of this essay pointed out that the importance and the necessity for the travel agencies to win the the clients'loyalty, under this background, the author use the relationship marketing theory as a guide to research on the clients'loyalty to the travel agency.Through the analysis on the difinition, classification and the the driving factors of the clients'loyalty, and based on the case studies,observation and the statistics from the Comfort international travel services(Dongguan Branch), the author give out the concrete strategies for bettering the the current condition, which not only is useful for the Comfort International Travel Service Dongguang branch, but also conducible for other travel agencies in China to change the marketing idea, better the service quality and improve the competitive ability. |
