Tourism industry in china is booming with fierce competition, tourism consumption demand is greatly increasing. In the tourism market, travel agency plays the most important role in stimulating tourism consumption. The service quality of travel agency affects directly not only tourist's experience but also the whole image of our tourism industry . As a window profession, the service level of tourism industry has become the focus , which arouses the common concern of the public.The satisfaction of a tourist who purchases the fixed-price tour line is affected by his perceived service quality from travel agency. Hence, the tourist satisfaction evaluation is an important method to assess travel agency's service quality. By analyzing a travel agency's products, service quality, based on the theory of customer satisfaction, the author sets up the evaluation index system of tourist satisfaction by interviewing travel agency's managers, guides, tourists. According to the index system, the author designs the questionnaires of tourist satisfaction, of the significance of every index and then distributes the questionnaires to tourists who purchased the fixed-price travel line. Finally , the author uses SPSS 13.0 for Windows to analyze the result of the investigation.The researching results are listed as following : 1. Tourists tend to evaluate a travel agency's service quality by five influence factors, which are Assurance, Reliability, Materiality, Response, Empathy. Among...
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