The Research Into Outbound Tourist’s Satisfaction With Travel Agency A

In the recent years, due to the China’s economic growing and demographic dividend, China’s outbound tourism market scale expanding. But along with the tourism consumption, Chinese people tend to be more rational. With outbound travel agencies access to reduce the threshold and the introduction of national policies regulating travel market order. The travel agency is facing strong pressure from the outside world. Nowadays, the competition between travel agencies has changed from resource competition into tourist competition. Only by grasping the source, the enterprise can remain invincible. To meet their satisfaction and to win loyalty of the touristsIn this paper, combined with the characteristics of tourism industry, by reference to the relevant literature, and work with a travel agent, tourist consultation, by discussing and then designed the visitor satisfaction questionnaire. A questionnaire survey was conducted with the A travel agency tourists as the research object,. T The survey data indicate the relationship between service quality and satisfaction level of tourists on the analysis of the quality of travel agency service perceived value, satisfaction, loyalty, complaint behavior, find out the key factors affecting the satisfaction of tourists, and analyzed the evaluation of individual character tourist satisfaction with the service quality of travel agency influence.The results show that, between the agency service quality and tourist perceived value, loyalty, satisfaction, there are significant positive correlation between the perceived value and customer satisfaction, loyalty; there is significant negative correlation between the travel agency service quality, perceived value and customer complains, there was a significant positive correlation between customer satisfaction and customer loyalty. Evaluation of the four elements of visitors travel service in service performance, reliability and service assurance evaluation of satisfaction to the tourists most affected. Overall, satisfaction level of tourists analysis showed that visitors to the travel agency business environment and the staff dress, the trip information, the transportation and catering and the guider’s personal ability. By analyzing individual character tourist draw, influenced by the different occupation, family structure, education, travel, travel routes, to evaluate the service quality of travel agency tourists have significant differences.