Based On Customer Satisfaction Of The Beijing Tourism Service Level Strategy Research

Service quality is the foundation for the enterprises to exist and develop. Thelevel of service quality has become a central issue which people focus on, as well asthe key for enterprises to exist and develop in the market, especially for tertiaryindustry. Tourism is a typical industry in service sector. Fundamentally, thecompetition among travel companies is the competition of service quality. Thesuccess of travel companies is based on many factors, among which service quality isthe key one. For travel companies, the one who can attract the consumers will gain theadvantage of brand competition. For this reason, improving the service quality is ofhigh reference value for companies to set up marketing strategy and helps thecompanies to do better service quality management, thus improve service quality.The first part of the paper gives a description of the connotation andcharacteristics of service quality of tourism, as well as an analysis for the backgroundand the current situation of tourist industry. It also gives an explanation of theinterested relationship between tourists and quality service and constructs the ServiceProfit Chain, in addition, it also gives a conclusion of domestic and internationalresearch status from the view of tourists and service sector respectively. In the secondpart, the paper gives a brief introduce of connotation of service quality and tourists,and discusses tourists’ decision making process before joining the tour groups, and therelationship between service quality and tourists’ decision making, based on these, itdoes the SWOT analysis of Beijing tourism market, and focuses on the in-depthanalysis of the causes of the present service quality situation of Beijing tourism,according to which concludes the standard frame for the travel agency’s servicequality improvement strategy.What’s more, the paper introduces the characteristics of tourists during travelling,and gives analysis and classification of inner and outer factors for tourists’ behaviorsand factors for service quality. At the same time it makes questionnaire analysis fortourists and tour guides respectively, from which it analyzes the problems of Beijingtourism market and concludes the way to improve Beijing tourist service qualityThe paper provides the methods to improve tourist service quality from the viewsof travel agency, administrative sector, tour guide service company and tour guideassociation, thus improves healthy improvement for tourist industry. At the end, it alsoprovides some strategy for the improvement of Beijing travel service competition, from the sides of developing experiential travel and developing towardshigh-quality travel.