A Study On Perceived Service Quality,Perceived Value And Behavioral Intention Of Package Tourists In Travel Agency

After several decades of market-oriented development,travel agencies in China have formed a more mature tourism product system and market base.However,with the expansion of the market and the rapid expansion of the online travel agency represented by Ctrip and the other,the traditional travel agency is threatened by the decrease of the team source and the external competitive pressure from the online travel agency.At the same time,there are some problems in the traditional travel agency,such as product similarity and low price competition,which leads to the decline of tourist experience and various negative word-of-mouth.How to build the core competitiveness and retain the tourists under the current fierce internal and external competitive environment is a problem that the traditional travel agencies need to solve.This study chooses the tourists who participate in the travel agency package tour as the research object,embarks from the tourist experience perception,uses the empirical research method,carries on the measurement to the dimension of service quality in travel agency,and analyzes the relationship among the service quality of travel agency,the package visitor perceived value,the satisfaction and the behavior intention.The study mainly solves two aspects question:(1)How do package tourists perceive the service quality of travel agency?Which dimensions are included?(2)What is the relationship among the service quality of travel agency and perceived value,satisfaction and behavioral intention?The research mainly uses the questionnaire survey method,carries on the investigation to participates in the travel agency's package visitor,and uses the SPSS20.0 and AMOS 17.0 two statistics software,uses the mathematical statistics analysis,the factor analysis,the variance analysis and the structural equation model and so on to carry on the quantitative analysis to the collected effective questionnaire data,The main conclusions are as follows:(1)Tourists 'perception of the service quality in travel agency mainly includes four dimensions of tourism attraction,tourism accommodation,tourism shopping and tour guide service.(2)Tour guide Service has the greatest influence on the perceived value of team tourists,followed by tourism attractions and tourism shopping,but tourism accommodation have no significant impact on perceived value.(3)The perceived value of team tourists has positive influence on satisfaction,while the perceived value of package tourists has positive influence on behavioral intention,the influence of team visitor satisfaction on behavioral intention is not significant.(4)The tourists with different experience have significant differences on perceived service quality and perceived value of travel agency,and the tourists who have experienced package tour pay more attention to the perception of the service quality and value of the travel agency.Based on the above results,the paper puts forward several suggestions for traditional travel agencies:Training tour guide Business ability,setting up humanistic service concept,excavating tourist attractions characteristics,developing differentiated tourism routes,emphasizing the perceived value of participating groups,and increasing personalized tourism experience.It is suggested that travel agencies should improve from three aspects:the cultivation of tourist guides,the design of scenic spots and routes,and the emphasis on tourist experience,hoping to provide some theoretical guidance for the sustainable development of travel agencies.