An Empirical Analysis Of Service Innovation Ability Of Small And Medium-sized Travel Agencies In Xinyang City

In today's rapid development of science and technology,that proliferation of tourist consumption demand,and the social psychological effect of seeking new and different transformation,any travel service products,however excellent,will eventually be abandoned by the consumer and eliminated by the tourism market if they are not innovate.In recent years,the tourism market has become increasingly competitive and the tourism industry is developing rapidly.This has brought opportunities and challenges to travel agencies.The traditional travel agency service model must be adjusted in time according to the requirements of The Times,adapt to the development and change of the external environment,and dare to break the rules and carry out internal innovation so as to remain invincibly in the market competition.In order to survive and develop in the market competition,small and medium-sized travel agencies must rely on service innovation means to transform and upgrade tourism products and services.Therefore,it is very important to find the relevant factors that affect the service innovation ability of small and medium-sized travel agencies.In this paper,based on the development status of small and medium-sized travel agencies and the relevant research of domestic and foreign scholars,based on the four dimensional model,this paper conducts interviews with professionals on the current situation and development direction of the service innovation ability of small and medium-sized travel agencies,and comprehensively organizes the information and information obtained,thus forming an evaluation index system for the service innovation ability of small and medium-sized travel agencies.Then use analytic hierarchy process to determine the weight of each index.Finally,by using the fuzzy comprehensive evaluation method,the small and medium-sized travel agencies in Xinyang City as the research object,through the research on the service innovation ability of the small and medium-sized travel agencies,the paper makes an empirical analysis of the service innovation ability of the small and medium-sized travel agencies in Xinyang City,and the data from the empirical analysis shows that the overall situation of the service innovation ability of small and medium-sized travel agencies in Xinyang City is poor.Through the empirical analysis,it can be seen that there are many reasons for the lack of innovation ability of small and medium-sized travel agencies in Xinyang City.In combination with the key interviews with management personnel,service personnel and some tourists of travel agencies,it is found that the poor service innovation ability of small and medium-sized travel agencies in Xinyang City is due to the backward concept of new services,immature new customer interface,lack of guarantee of new transmission system and low new technology level.These four factors are related to the current situation of poor service innovation ability of small and medium-sized travel agencies in Xinyang City.Then,based on the results of field visits and key interviews,from the concept of innovation,product innovation,management innovation and technological innovation,the four aspects to provide some suggestions and advices for the operators of small and medium-sized travel agencies to improve the service innovation ability of travel agencies.