Travel Agency Outbound Qos Factors Research

The booming development of the outbound tour market is bringing the endless business opportunity to the travel agency. However, in such a market environment as the product price is being reduced, the competition is getting severe and the complaints from tourists are increasing, the travel agency is getting more aware that the root of victory lies in improving the service quality. But the improvement of the service quality needs a larger supply of manpower, material resources and financial support. Therefore, how to put the limited resources into the quality management possesses the meaning of the time.This paper mainly targets the study of factors influencing the service quality in the outbound tour of travel agency. The paper firstly arranges and analyzes thoroughly the related literature on the elements and the evaluation mode of service quality as well as the countermeasure study on service quality; meanwhile, selects the theoretical rudiment of this paper. Then, on such a basis, the paper reviews the factors influencing the service quality in the outbound tour of the travel agency in terms of practical research. The practical research consists of two parts. The first part is theoretically based on "the service quality mode" put forward by PZB. Combined with the SERVQUAL table, the first part constructs "the disparity inspection mode of the service quality in the outbound tour of the travel agency". Then through the disparity inspection on the cognition of the managers, the staff and the outbound tourists and combined with the theory research, this part advances the assumption of the factors influencing the service quality of the outbound tour. The second part inspects those factors advanced in the first part through the survey of the staff in Zhejiang Outbound Tour Operator. After making a regressed analysis on the assumptive factors by a statistical means called SPSS12.0, it finally proves the validity of those factors influencing the service quality in outbound tour.The result of the practical research indicates that the factors are the building of the enterprise culture, the performance of the leader's quality, the insurance of the external coordination, the implementation of the quality management, themanagement of tourists' expectation, and the loyalty and satisfaction of employees.According to the problems found out in the research, the paper puts forward the countermeasures and suggestions on how to improve the service quality of the outbound tour in the aspects of enterprise culture, leader's advantage, insurance system, quality standardization, tourist's expectation, and employee's satisfaction as well.I expect that the researching methods and results in this paper will benefit the travel agency in improving the service quality in the outbound travel business, and contribute a little bit to enriching the academic research on the service quality of the travel agency.