Study On The Impact Of Travel Agency Service Standardization On Tourist Satisfaction

In recent years,the service industry has become increasingly important in Chinese national economy.Further,the tourism service industry has been positioned as a strategic pillar industry and a modern service industry by the state.However,there is still room for improvement in the management level of Chinese tourism industry.In the tourism industry,the problem of chaos in the service of the travel agency is more serious.According to relevant data,the number of complaints from the travel agency and the tour guide is the highest among the tourism industry.The tourist satisfaction of the travel agency is low.The "12th Five-Year Plan for Development of Chinese Tourism Industry" states that "standardization management has become an important means of tourism industry management." The issue of tourist satisfaction is one of the topics widely studied in the tourism academic community.Studies have shown that there is a significant relationship between service quality and tourist satisfaction.Meanwhile,Standardization has an impact on quality management.Therefore,according to the theory,it is easy to obtain that service standardization may have an impact on tourist satisfaction.But such research is relatively rare.Based on the above realistic and theoretical background,this thesis intends to explore the impact of travel agency service standardization on tourist satisfaction and conduct research on the college students group.Specifically,through text analysis of relevant Chinese national standards and tourism industry standards,this thesis subdivides the standardization of travel agency services into four component dimensions,and constructs a hypothesis test model by assuming the influence relationship between each dimension and tourist satisfaction.The sample data of college students were collected by questionnaire survey.Descriptive statistical analysis and exploratory factor analysis were performed using SPSS24.0.The preliminary structural equation model was set up by AMOS24.0 and the confirmatory factor analysis was carried out.Fitting the analysis and correcting the structural equation model according to the fitting result in order to obtain the final structural equation model.Finally,the research hypothesis is tested by path analysis method.The research conclusion of this thesis is that the implementation level of travel agency tourism products and sales standards is significantly positively correlated with the satisfaction of tourists;the implementation level of travel agency tour guide service standards is also significantly positively correlated with the tourists satisfaction;the implementation level of travel agency service realization standards and also the travel agency safety standards have no significant impact on tourist satisfaction.According to the research conclusions,this thesis puts forward several targeted suggestions.First of all,travel agencies should improve the implementation level of their tourism products and sales standards.Specifically,they can start from the two aspects of improving the implementation level of tourism product standards and improving the implementation level of product sales standards.Secondly,travel agencies should focus on improving the implementation level of their tour guide service standards.The level of tour guide service standardization plays a more crucial role in the tourist satisfaction.Finally,travel agencies should focus on improving their overall level of service standardization.Trying to be not only the strict implementer of the standards,but also the positive body to feedback standard implementation and the effective recommenders of standard revisions.This thesis have the following three possible innovations:First of all,this thesis explores the impact of travel agency service standardization on tourist satisfaction from the perspective of standardization management.It is an attempt in the field of standardization research,which belongs to the innovation of research perspective.Secondly,this thesis integrates the theory of customer satisfaction with the theory of standardization,attempts to define the concept of service standardization and the concept of travel agency service standardization.Further,this thesis defines the travel agency service standardization as a specific four dimensions,which is an innovation in theoretical application.Finally,through the text analysis of the travel agency's relevant national standards and industry standards,this thesis designs a measurement scale for the travel agency service standardization,and combines it with a mature tourist satisfaction measurement scale to obtain the final measurement questionnaire.By setting the structural equation model and using the path analysis method to carry out hypothesis testing,the research conclusions are obtained.This is an innovation in the application of research methods.