| With the development of economy, the improvement of the living standard, the increase of paid holidays,the national leisure will has been rasing rapidly.In a good overall development trend of tourism, online travel is showing strong growth,but rapid growth having lots of problems, the problem of service quality is particularly prominent.Based on tourists perception, the paper through the literature research and in-depth interviews build online travel service quality factors affecting research scale.Through empirical study, using questionnaire investigation and statistical analysis finds that it concluding nine influence factors of online travel service quality and 26 specific matters, and using the IPA analysis further comprehensive online travel companies should focus on service quality promotion, higher priorities include: integration of the resources; Tourism products and services and promote consistency and authenticity; The acceptability of remedial measures. The second is:consulting regeneration; The existence of the incentive system and complete members. And give corresponding proposals, such as increasing the intensity of resource integration, getting through online’integration of tourism-local life’; putting an end to the false propaganda, to strengthen the construction of enterprise integrity; The measures for the implementation of remedial measures of satisfaction form; Optimize the structure of staff, strengthening training; Establishing and improving member incentive system, etc. Hope comprehensive online travel companies break bottleneck by improving the service quality and then realize the health and sustainable development of online travel business. |
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