Research On Service Quality Evaluation And Promotion Strategy Of Travel Agency Based On Tourists' Perception

From the perspective of tourist perception,this study uses field surveys,questionnaires,and mathematical statistics to analyze the influencing factors of the service quality of travel agencies.It uses the SERVQUAL scale to build a travel agency service quality evaluation system and selects the fuzzy comprehensive evaluation method as the The evaluation method of service quality of travel agencies uses Xinyang City as an example to conduct an empirical analysis,and refers to the evaluation results to propose a service quality improvement strategy.First of all,based on the four theories of customer perceived value theory,consumer satisfaction theory,total quality management theory and the first cause effect,this paper studies the connotation and characteristics of travel agency service quality perceived by tourists.The three concepts of service,travel agency service,and service quality of travel agencies were compared and studied respectively to define the connotation,characteristics and measurement dimensions of tourist service quality perceived by tourists.It is believed that the service quality perceived by tourists is the extent to which travel agencies meet tourist expectations.It depends on the actual perception of the travel agency's products and services compared with previous expectations;the quality of travel agency services perceived by tourists is subjective,interactive,and unstable;and the quality of tourist services perceived by tourists can be tangible,reliable,Responsiveness,assurance,and empathy are measured in five dimensions.Secondly,on the basis of analyzing the influencing factors of service quality of travel agencies,the SERVQUAL scale was used to construct the service quality evaluation system.Reliability,assurance,reactivity,empathy,tangibility,and remedy are selected as six evaluations of service quality of travel agencies.The first-level indicators further refined 26 second-level indicators.After comparing several evaluation methods,the fuzzy comprehensive method was chosen as the evaluation method of this study,and the index weights of all levels were determined using the analytic hierarchy process.Again,take the Xinyang City Travel Agency as an example for empirical analysis.From the perspective of customer perception,a questionnaire for evaluating the service quality of Xinyang travel agency was designed and distributed to the target tourists through the network channel.The fuzzy comprehensive evaluation of the survey results yielded the service quality evaluation results of Xinyang travel agency.The results show that the overall evaluation of the service quality of the travel agencies in Xinyang City is at the level of “dissatisfied”,and the evaluation of “tangibility” is at the “general” level,and the “reliability”,“empathy”,“responsiveness” and “assurance”.The "remedy" evaluation is at the level of “dissatisfied” and the score for “remedy “is the lowest.The ranking of the six secondary indicators from high to low is: tangibility> responsiveness> empathy> reliability> assurance> remedy.Finally,referring to the evaluation results of the service quality of Xinyang travel agency,the author puts forward seven strategies to improve the service quality of travel agencies.Including enhancing legal awareness and improving the supervision level of the tourism market;encouraging the development of county travel agencies and guiding the reasonable distribution of travel agencies;implementing quality service pilots and implementing service standards;strengthening product management and controlling product quality;improving the quality of tour guides and strengthening personnel supervision;improving networking degree,to achieve networked operations;timely remedial measures,reasonable compensation.