The Impact Of Tour Guide Service Quality On Customer Satisfaction, Loyalty

The quality of tour guide service is a very important link in the tourism industry. Along with the development of the tourism industry and the competition of the tourism market, the satisfaction and loyalty of the tourists are important to the development of the travel agency. Because of the total non- separable of travel agents, the satisfaction and loyalty of tourists are influenced by the tourism links. Among them, tour guides lead tourists visit and tour, and complete the whole process of tourism consumption, and tourists from morning till evening, as they provide explanation and life services, solve all kinds of problems, so tourism is on tour guides service experience most deeply, of tour guide service quality is the most sensitive. Therefore, the service quality is the most sensitive sign of the quality of the tourism service.Xianning is a new tourism city, rich in tourism resources. In Xianning, for example, the use of their own when the tour guide in the process of tourists to visit and travel in part-time collected peer questionnaire, using SPSS to analyze the quality of tour guide service influence on tourist satisfaction and loyalty, and the result show that the tour guide service quality and tourist satisfaction, and loyalty showed significant Zhengtai distribution relationship, and in the four factors which explain the level, service attitude, strain capacity, service standards, visitors is that tour guides explain the level and ability of meet an emergency is their satisfaction and loyalty of the main two factors.This paper first introduces the background of the research, the theoretical and practical significance of the study, the literature review and research methods and ideas. Then, the satisfaction and loyalty of tourists are systematically explained, and the theoretical basis of the research is established, and the theoretical model of the service application is formed. Again is the first concept of tour guides service defines and analysis of current work of tour guides’ service, using the existing research data, to visitors to the guide’s personnel service existing problems and analyses the reasons, to the relationship between clear tour guides service and tourist satisfaction. In the back of the part of the contents of the front part, the paper systematically puts forward the influence of tour guides on the tourists’ satisfaction and loyalty. Finally on the basis of the above theory and practice analysis, it is concluded that the tour guides’ service is not only very important factors that affect tourist satisfaction, loyalty, and in a certain extent of tourists some words, behavior, perception also affects the tour guide on the service quality, which is the focus of this paper, but also innovations.