Optimizing Customization Service Flow A Travel Agency Under The Background Of Big Data

For family-based travel,most travel agencies mainly provide individual tourists and group tours to attract consumers at low prices,resulting in vicious competition among travel agencies,declining corporate profits and greatly affected the image.At the same time,all kinds of information resources are becoming more and more open and transparent.Travel agencies no longer have advantages in information acquisition.Consumers can obtain travel information through various channels.The trend of de-intermediation of travel agencies is obvious,and travel agencies need to find a new direction for development.In addition,with consumers' pursuit of quality tourism,travel agencies are expected to design travel plans according to their own needs,that is,customized tourism is more and more popular with consumers.Customer-centered and highly participated tourists require travel agencies to quickly respond to customer needs,establish timely information channels with customers,challenge the original business processes of travel agencies,and urgently need scientific management methods to carry out process reform.The theory of process reengineering management requires to analyze the original process,find out the key process and redesign the process to adapt to the new market environment.This theory has been widely used in manufacturing industry with obvious effect and less involved in service industry.As a representative of the traditional travel agency,A travel agency has a good reputation in the market,a relatively perfect offline service system and a number of stable customer resources,but the competitiveness of enterprises is declining,especially in the reduction of passenger flow in the market.Therefore,this paper combines the characteristics of A travel agency,and puts forward the process optimization of customized service in the market of A travel agency under the background of large data.To enrich the application of this theory in the service industry.The structure of this paper is as follows: Chapter 1 is the background,which analyses that the changes of tourism environment put forward higher requirements for the customization of travel agencies.The second chapter is a literature review of relevant theories,including process reengineering and service process reengineering,the application of customized services in tourism and the related application of big data.It analyses and compares the characteristics of travel agency process reengineering,and puts forward a theoretical model of customized service process reengineering using big data.Chapter 3 is a further analysis of the theoretical model to clarify the characteristics of service process reengineering: clear distinction between front and back,high degree of customer participation,difficult to unify the definition of service standards,combined with the characteristics of the work flow of travel agencies,combined with the large tourism data platform,accurate grasp of customer needs,and establish a resource sharing platform to build customized services in the market.The theoretical framework of process optimization.Chapter IV is to sort out the business processes of A travel agency,find out the main problems of business processes through interviews,analyze the causes of the problems,focus on the inherent process only focusing on the interests of various departments,not considering customer needs,leading to a decline in customer satisfaction.Therefore,it is proposed to use big data to reengineer the market process.The fifth chapter is about the process of the implementation of the plan and thesafeguard measures,which mainly involves the adjustment of the organizational framework,the training of personnel and the remodeling of enterprise culture,in order to further consolidate the implementation process of the plan.Chapter 6 is a review of this study,and points out the shortcomings,as well as the direction of future efforts.In this paper,business process reengineering theory and methods are applied to A travel agency,especially the customized service in the market,which has a certain reference significance for the transformation and development of travel agency,and also provides experience for other travel agency service reengineering.