Study On The Relationship Between Travel Experience Elements And Tourists Perceived Travel Agents Quality

As an important part of the tourism, as the organizers and operators of the tourism,travel agents gets more and more attention. Travel agents as a service industry, tourists arethe vitality of travel agents, when a tourist join a tourism team,what he gets and feelsduring the traveling will influence the evaluate on the travel agency’s service quality,andthen,will influence whether or not join the travel agency again and whether or notrecommend to others. So, only satisfied tourists can make travel agency a long future andmake the greatest benefits. Based on the above considerations, we start from the elementsof the tourism experience to study the impact on the perceived service provided by travelagency, and then giving suggestions to travel agency, to improving the satisfaction of thetourists, to ensuring the health and good development of the travel agency.Based on review of the domestic and international tourism experience elements andtravel agency service quality, we define the meaning of the elements of the touristexperience, and summarize the classification of the travel experience, contents and model.Selection of tourists subjective factors, people related to tourism experience, fronting of thetravel agency, transportation, hotel products, beverage products, scenic spots, shoppingeight tourist experience elements to measure the influence on tourists perceived quality oftravel agency. Based on this, we put forward the theoretical model, and put forward someassumptions.The paper obtains empirical research data and information through the questionnairesurvey method, uses SPSS16.0statistical software for validating the research model andhypotheses. Research drawing the relevant conclusions: tourists have a higher expectedserviced quality, but have a lower evaluate on the travel agency, and the probability ofsigning up again and recommending to others is low. That shows the present developmentsituation of the travel agency is not optimistic. In the tourism experience elements, hotelproducts, scenic spots and transportation make the biggest influence on tourists perceivedservice quality; The second is the fronting of travel agency, people related to tourismexperience, shopping and t beverage products make the bigger influence on touristsperceived service quality; The last is the knowledge ability and pay cost of touristssubjective factors make a big influence on tourists perceived service quality; But thecharacteristics of individual and tourists perceived service quality is not significant oncorrelation.On the basis of the empirical results, this paper give some suggestions on improvingthe quality of auxiliary products, improving the supporting service quality supervision system, improving the stuff comprehensive quality, improving the good faith propaganda,the good faith management so as to improving the service quality of travel agency...