Study On Travel Agency Service Marketing Strategy Based On Tourist Satisfaction In Lanzhou

With the advancement of technology and the development of production technology, the need of customers is not only a product, but also the product that can bring specifical and personalized service, the traditional marketing methods can not meet the need of customers, the dissemination and use of the services marketing studies will be the inevitable trend of development of marketing. At present, travel agencies in China generally lack the concept of service marketing, expecially the trave agencies of Lanzhou City in the northwest, the narrow understanding of the travel service leads to a single species of service function and products in travel agencie, This phenomenon gives rise to vicious price-cutting competition among the travel agencies, leading complaints from tourists on the service to high rate and tourist satisfaction decreasing.Firstly, this paper designs a questionnaire on tourist satisfaction, which is based on the status that tourist satisfaction is not high to the travel agencies in Lanzhou City. Through the survey of the tourists, we know about the main reason that makes the tourists not satisfy with travel agencies in Lanzhou. Secondly, based on this, the author designs a questionnaire about the important influence that service marketing has exerted to the tourist satifaction, then analyses the questionnaire by statistical software of SPASS15.0. So scale reliability is tested, and tourist satisfaction weight of different service marketing strategy was calculated by regression analysis. At last, according to the results of the empirical research, this paper puts forward some specific marketing service measures to improve tourist satisfaction and enhance the competitiveness of travel agencies in Lanzhou.