Study On The Evaluation And Promotion Of The Service Quality Of Travel Agencies In Yunnan Province Based On The Tourists’ Perception

Since the reform and opening up, the total revenue of China’s tourism industry has reached an average annual growth rate of 15%. The development of tourism has become the important symbol of modern economic and social development in our country. Yunnan province tourism industry has become a pillar industry of economic and social development in Yunnan province under the background of the vigorous development of the national tourism industry. Travel agency is known as one of the three pillars of the tourism industry, the service quality level of travel agency is always the focus of people’s attention. In recent years, with the continuous development of the travel agency industry in Yunnan province, tourists also put forward higher requirements on the service quality of travel agency. However, Yunnan travel agencies in the rapid development at the same time, also increasingly exposed some of the problems, the most serious problem is that visitors’ satisfaction continues to decline. Therefore, how to accurately evaluate the service quality of travel agencies in Yunnan province, and make a reasonable analysis of the evaluation results, will play a certain role in promoting the development of tourism in Yunnan province.This paper takes the travel agencies of Yunnan province as the research object, bases on the theory of customer perceived service quality. Firstly, combined with the Yunnan travel agency’s own characteristics and referenced SERVQUAL scale, this paper chose the visible dimension, reliability dimension, responsiveness dimension, assurance dimension, empathy dimension, security dimension and national dimension as the evaluation dimension of the service quality of travel agencies in Yunnan province, determined the evaluation index of the service quality of travel agencies in Yunnan province, and established the framework for evaluating the service quality of travel agencies in Yunnan province. Then, this paper designed the questionnaire to evaluate the service quality of travel agencies in Yunnan province from two aspects of the degree of tourists’ expectation and the degree of tourists’ perception and to provide the target tourists with the questionnaire. Through the analysis of the survey results and the gap analysis of service quality, we can know that there is a big difference between the tourists’ expectation level of service quality of travel agencies before receiving service and the actual level of perception after receiving service, this shows that tourists believe that the tourism service quality of Yunnan province travel agencies can’t achieve its desired level. Finally, in view of the evaluation results of the service quality of travel agency in Yunnan province are not satisfactory, this paper analyzes the seven dimensions of the service quality of travel agencies in Yunnan province by using the Multiple Sort Combined Model, and on the basis of the above analysis, from four aspects of staff management, product management, marketing management and visitor management, this paper puts forward the specific countermeasures to improve the service quality of travel agencies in Yunnan province.