Research, Travel Agencies Line Pricing Strategy Based On Customer Value

According to the survey of tourists'satisfaction in the second quarter of 2009 travel agencies and tour services have a low degree of satisfaction in travel industry. Travel agency services perception index is 53.44%. The loyalty index of continuing to choose the travel agent is 42.51%. In this case, how to improve tourists'satisfaction and loyalty is the key issues to be solved. Travel agency is the most important in the three pillar industries of tourism. Tour routes are the most important products, a combination of intangible products and tangible products. The choice of tourism routes pricing strategy has a direct impact on operations of travel agents, as well as tourists'satisfaction and loyalty. In China, pricing strategy of tourist routes include only cost plus basis pricing and competition-oriented pricing, as a result, a price war between travel agencies appears, "low fare", "zero fare" from travel agenies not only impair visitors'customer value, but also greatly reduce the visitors' satisfaction and loyalty. Based on the analysis of customer value, travel agents, tourist routes, pricing strategy from the prospect of tour routes pricing strategies, by the investigation of travel agency and tourists, focusing on the status quo of tour routes pricing strategy, using statistical analysis software SPSS, I analyzed the questionnaire and found travel agents tour pricing problems, and now I have found measures to improve tourists'satisfaction and loyalty. From the point of view of marketing and economics, I reveal the importance of tourist routes pricing strategy based on customer value and try offering cost pricing strategy, customer value-driven pricing strategy, the product life-cycle pricing strategy, differential pricing strategy, product-line pricing strategy, and some pricing strategies based on customer value, to deal with tour routes pricing problems, so that travel agents can avoid price wars and no longer use the "low fare ", " zero fare " to attract customers, and the price of travel agencies tourist routes can represent the value of travelling correctly, to improve visitors'satisfaction and loyalty, to promote development of travel agencies and market-oriented process of tourism market...