Building Of Service Quality Evaluation Model Of Travel Agencies In The Area Of Lanzhou And Promotion Strategies

With the development of the tourism industry, travel agency, as the tourism industry leader whose service competition is becoming more and more fierce. And today the competition among the service quality has been the key to the survival and development of travel agencies. So the research on service quality of travel agencies appears more necessary. How to take advantage of the tourists'evaluation to the service quality of travel agencies has become a problem that scholars and travel agencies domestic and overseas want to resolve. Based on the SERVQUAL model, this paper evaluates the service quality of travel agencies from the tourists'side and establishes a service quality evaluation model for the travel agencies of Lanzhou area according to the current situation of service quality in Lanzhou area by using this to offer a kind of thought and countermeasure to promote the service quality of travel agencies in Lanzhou area.This paper introduces the research background of this selected topic briefly, the study situation of service quality and service quality evaluation home and abroad, the research idea and main research contents. This paper establishes a service quality evaluation model of travel agencies on the theoretical basis of the service quality gap model and SERVQUAL model, etc. This paper designs a complete questionnaire of service quality evaluation of travel agencies first. By means of the questionnaire to the three travel agencies'tourists, it shows different tourists'evaluation to the service quality of travel agencies in Lanzhou area. Next this paper makes use of the statistical analysis software of SPSS 11.5 to analyze the questionnaire, tests the reliability and validity of the scale, gets the component matrix and meanwhile uses the regression analysis and the formula of service quality evaluation to calculate the score of main influence factors which affect service quality of travel agencies. At last, according to the result of the empirical research this paper puts forward some specific countermeasures and advices to promote the service quality management of travel agencies in Lanzhou area from the two aspects of service quality that can be controlled directly and indirectly.