The Research On The Service Marketing Questions Of Sian's Travel Agencies

With the development of global economics and culture, our internal tourism is developing rapidly. As a famous city of historical culture, Sian is a good resort, it is attracting more and more tourist, which brings Sian's travel agencies infinite opportunities, and also brings them many challenges. Then how to have a victory in the drastic market competition, and how to stand out in so many agencies, this is the important question we pay much attention to. Nowadays , service is the key element of society, in order to hold an advantageous place ,every travel agency will have to improves itself abilities of service marketing.In this paper, we thoroughly introduce the basic theories of service marketing, seriously investigate the existent problems of travel agencies; then according to the actual situation and questions of Sian's travel agencies, analyze their service marketing in the "SWOT" method; then build the model of service marketing ability of travel agencies with "AHP", and carry through the estimation with the Fuzzy Comprehensive evaluation method; in the end give some advice on how to improve the service marketing abilities of travel agencies: such as building up all-sided conception of service marketing, innovating products, strengthening the personnel management to improve the service; boosting up the management of materiality show; standardizing the service process ;arm's length pricing ;and so on.