Research On Evaluation And Promotion Of Service Quality Of Online Tourism Platform In China

The growth of the new online travel service industry is very rapid in the context of the traditional line of the escalating market for physical tourism services.Compared with the traditional tourism,online travel has the characteristics of high price transparency and product diversification.At the same time,with the rapid development of China's economy,the demand for holiday tourism in China is gradually increasing.All service enterprises focus on the focus of the quality of service management.High-quality service can improve customer satisfaction,enhance customer loyalty,bring a good reputation for the enterprise,create huge profits,the opposite of poor service will force customers to buy competitors products and services.With the rapid development of China's large number of online travel service platform and the prosperity of online tourism market,the online tourism industry is becoming more and more competitive.Therefore,combined with the characteristics of online tourism products,from the customer experience point of view,to determine the impact of online travel service quality factors,and representative of China's online travel platform for evaluation and analysis is very necessary.This paper takes the quality of online travel user experience service as the research object,scientifically constructs the online service user experience service quality evaluation scale,evaluates the quality of online travel user experience service and gives the suggestion of service quality improvement aim for research purpose.In the research process,this paper uses a variety of research methods such as literature research method,theoretical analysis method,qualitative analysis and quantitative research method and case analysis method.This article consists of five chapters,the chapters are as follows:Chapter 1 Introduction.The first part of the introduction is part of this paper,which mainly explains the background and significance of the topic,expounds the research methods and ideas of this paper,and discusses the innovation of this paper.Chapter II theoretical basis and literature review section.The second chapter is the basis of the whole study,which mainly includes the following three parts:First,the definition of the concept involved in this article;Second,the basic theory and methods used in this study(servqual service quality evaluation theory,user experience Theory,perception and fairness theory,etc.);Third,the basic theory of the use of the relevant research results are described,summarized and summarized.Chapter 3:Analysis on the Factors Influencing the Quality of Online Tourism Service and the Construction of Evaluation Scale.This chapter is one of the core contents of the full text,and it is also the focus of this paper.Through this chapter,this paper will analyze the influencing factors of online tourism service quality through questionnaire and factor analysis,and construct the online tourism service quality evaluation scale.Chapter 4 Evaluation of Service Quality of Online Tourism Platform in China.After the completion of the online travel service quality evaluation scale construction,this chapter will be on the basis of the development of China's online tourism business description,based on the selection of a representative online travel service platform,through the collection of rating data on the online travel platform to evaluate the quality of service,Pointing out the existence of online travel service quality problems.Chapter 5 Suggestions and Summary.This chapter is the conclusion of the full text.On the basis of the evaluation of the service quality of China's online travel platform,the fourth chapter gives the suggestions on the improvement of the quality of online travel service in our country,and summarizes the conclusion of the paper,Follow-up study.After research,this paper believes that online travel user experience service quality includes a total of four common factors,namely,interactive experience,content-based experience,individual experience experience and security experience.In the process of specific research,this paper,through the combination of literature research method,theoretical analysis method,qualitative analysis and quantitative research methods and case analysis and other multi-disciplinary research methods,combined with the eLong tourism network,cattle tourism Network,travel,network,travel network and other domestic 10 online travel platform users survey and results analysis,that China's online travel service quality of the user experience "general",the overall reach "satisfaction"s level.Therefore,in order to enhance the quality of our online travel service experience and promote the healthy development of online tourism,we believe that online travel platform to enhance the user experience,improve the user content experience,optimize the user experience and enhance the user experience TheTourism services This experience has the characteristics of e-commerce with the human-computer interaction,so that the online travel service user experience becomes very important.This paper analyzes the quality of online travel service,it is more inclined from the user experience point of view,focusing on the use of exploratory factor analysis of this mathematical statistics analysis method,which is based on the analysis of tourism service evaluation.To carry out empirical research.The realization of the research objectives in this paper can provide reference value for the follow-up research on online tourism and enrich the theoretical achievements of online tourism research.At the same time,the evaluation and promotion of the quality of service of online travel platform in China is also related to the development of online travel platform in China.Practical guidance value.It should be pointed out that online travel as a combination of e-commerce and traditional tourism products,the quality of service contains the impact of more complex factors.In this paper,from the point of view of user perception,the online tourism service quality evaluation scale may be insufficient or not comprehensive.In addition,despite the large number of online travel service enterprises in China,in recent years has also achieved rapid development speed,but a large number of online travel business model is similar to the high degree of difference between the products and services provided;so the online travel service business model It is of great significance to carry out research and promote the innovation of business model of online travel service in our country.In this paper,there are still some deficiencies in this process because of the limitation of subjective and objective conditions.There is no basic content in business model The Therefore,this follow-up study will focus on the online tourism business model innovation content,with a view to achieve greater breakthroughs and enhance.