| In recent years, with the rapid development of China economy and the improvement of people's living standards, tourism industry develops fast . And as one of the three pillars of tourism industry, tourism travel agencies also develop appropriately. Increasing number of travel agency cause fierce competition between travel agency, coupling with gradual mature of customer customption, gradual diversify and individuation of customption demand, customer customption turn toward pursuing experience and quality of service , which makes the traditional mode of travel service product has been not well adapted to the change of environment , in order to better survive and develop in the competitive environment, travel agency must constantly improve its service quality and innovate service product.The theory support of the paper is service innovation theory and customer demand theory ,combined with characteristics of travel agency, the thesis of travel agency service innovation brings forward seven dimensions, the paper proposes studying model and hypothesis on the pulling innovation model, and studies travel agency service innovation and customer satisfaction after experience of the service innovation.On the empirical research, the paper uses statistical software SPSSl6.0,does exploratory factor analysis at first, ultimately determines a more reasonable index system of impacting travel agency service innovation, tests hypotheses by single factor analysis of variance of customer perception, paired samples T test of service innovation and regression analysis of customer experience satisfaction.Conclusions of basing on theory and data analysis, the paper proposes a general strategy of product innovation in the end, attempts to improve service quality and improve customer satisfaction for travel agency severice innovation through the study of travel agency severice innovation,and provides a directional guidance for travel agency severice innovation. |
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