Study On The Evaluation Of Travel Agency Service Quality And The Standardization Promoting Countermeasures

Since the reforming and opening up, with the sustained and rapid development of economy and society, Chinese tourism industry has experienced the development process of starting from scratch, from the edge of industry to the national strategic pillar industry. The improvement of living standards enhances people’s tourism demands. Travel agencies are found everywhere in the country just like the bamboo shoots after a spring rain. The size and growth rate of travel agencies are coordinated with the development of Chinese tourism market, which meets people’increasing tourism demands. However, with the growing size of the market, the domestic and international competition is becoming increasingly fierce, many issues are also increasingly prominent, the contradiction between the tourists and travel agency is becoming more and more. Facing the complex tourism market, how to guarantee sufficient customers and economic benefits to standing in the incentive market competition is the most concern and the difficult problem for tour operators for the travel agencies.This paper, based on the analysis of present situation of development in China’s travel agencies, believed that the main problem existing in our country’s travel agencies is the quality of service at the present stages, and had a deeply qualitative analysis on the travel agency’s service quality by the use of the gap model of service quality. Based on these analysis, the paper made some modifications of the SERVOUAL with the service properties of travel agency. By taking the China Youth Travel Service in Fujian as the example, the paper made a quantitive investigation and analysis of the service quality and found that there is a big gap between the tourists expectation and perceived service quality.However, the root of the problem lies in The four gaps formed by problems in travel agencies’ management. The travel agency needs to change the singel price competition mode and business philosophy, and improves the quality of service comprehensively by regarding the service quality as the guide in order to guarantee the market status and economic benefit. Standardized service can be the important means to improve the service quality of the travel agency, as well as an important guarantee to gain the advantage of competition. In the light of above questions, the paper put forward the Countermeasures of improving the service quality of travel agencies by standardization and structured the model of carrying out the standardized service, as well as the travel agency service standard system lists, which can help the travel agency improve the service quality in the fierce market competition.