The Study On Evaluation And Promotion Of The Service Quality Of Travel Agencies In Heilongjiang Province Based On The Tourists' Perception

The rapid development of tourism and the popularity of online tourism have made the development of travel agencies less competitive.Service is the vitality of the travel agency.Only by strengthening the service quality of the travel agency,can the travel agency survive in the fierce competition today.In recent years,Heilongjiang actively integrate into the "The Belt and Road "strategy,a comprehensive revitalization of the northeast old industrial base,and strive to build a strong tourist economy.In the period of "12th Five-Year",the tourism industry in Heilongjiang province showed a good momentum of a sustainable,rapid and healthy development in Heilongjiang province.However,in the process of the flourishing development of tourism in Heilongjiang Province,the problems in the travel service industry have gradually emerged,which seriously hindered the development of tourism.In this paper,based on the SERVQUAL model,with travel agencies in Heilongjiang Province as the research object,mainly from the perspective of tourists on travel service quality evaluation,and the status of the service quality of travel agencies in Heilongjiang province to build a service quality evaluation model,with the method of literature,questionnaire survey method and statistical analysis method,through the analysis of tourists the perception of service quality of travel agency,identify the deficiencies in the service quality of travel agency in Heilongjiang Province,combined with the actual situation,put forward the countermeasures to enhance the service quality of travel agency in Heilongjiang province.The full text of the study is divided into four parts:literature review,research design,empirical research and analysis,research conclusions and suggestions.First of all,this paper describes related literatures on service,service quality,service quality evaluation model and measurement methods at home and abroad,as well as related theories such as travel agency,service quality,travel agency service quality,customer perception theory and so on.Secondly,based on the SERVQUAL evaluation model,a questionnaire is designed based on the evaluation model of Heilongjiang,which is interviewing with the management staff of Heilongjiang travel agency and visiting tourists in the province.In order to ensure the authenticity of the data,the main crowds issued by the questionnaire are tourists who have participated in the tour group in Heilongjiang province.Thirdly,this paper makes a quantitative analysis of the effective recycling questionnaire.The reliability analysis,gap analysis and partial correlation analysis of the data are carried out by using SPSS21.0 statistical software.By comparing tourists' expectations and perceived values,and analyzing the five factors of assurance,reliability,tangible,responsiveness and empathy,we can get the reasons that affect the quality of travel service in Heilongjiang province.Finally,according to the results of the study,the relevant countermeasures on the promotion of service quality in Heilongjiang travel agency are put forward,and the shortcomings of this study are summarized.