Research On Service Quality Evaluation And Promotion Strategy Of Online Travel Platform

Recently,the development of sustained progress in living standards as well as the the continuous improvement of Internet technology for the tourism industry has brought more opportunities,many online travel platform emerged,the online travel service has gradually become a new format.Online travel platform can provide tourist attractions and route design,online booking,online ticket,hotel booking,online consulting service,common development of these segments of the market have promote the rapid progress of the online travel market.By the end of 2015,China's online travel market transactions reached 432 billion 630 million yuan,an increase of 39.9%.China online travel market transaction size in 2016 is expected to reach 542 billion 90 million.However,there are still some problems in the online travel market such assimple business model,the lack of characteristics of tourism products and so on.This paper focuses on the existing problems,based on the existing research,the paper analyzes the characteristics of the service quality evaluation index of online travel platform,and makes corresponding improvement to the existing main evaluation system.This paper puts forward seven evaluation indexes of online service quality: ease of use,safety,reliability,responsiveness,content and information,tangible and personalized service,and establish the model of online travel service quality impacting on consumer satisfaction and loyalty,and put forward the corresponding hypothesis.Then through the questionnaire survey to collect data and conduct the correlation analysis and regression analysis to verify the research model and hypothesis.The research results show that the online service quality and the indicators of online satisfaction and loyalty has a significant positive impact,online satisfaction has positive impact on online loyalty and satisfaction has a partial mediating effect between online service quality and loyalty.Finally,to enhance the service quality of online travel platform and put forward the corresponding strategies,including strengthening infrastructure construction,ensuring good operation of online travel platform and enhance the level of personalized service.The results of this study provide a scientific basis for the promotion of online travel service quality of the enterprises,contribute to the online travel business development,increasing market share,promote online travel industry to play a greater role in the processofsustainable development of the whole tourism industry.