Research On The Relationship Between The Service Quality Of Travel Agencies And The Loyalty Of Tourists

With the continuous increase of Chinese tourists in Thailand and the vigorous development of travel agencies,the Thai tourism industry has achieved long-term development.However,there are still problems in the Thai tourism industry that cannot be ignored,especially the problems of tourist satisfaction and reduced tourist loyalty.These problems are caused by the low service quality and insufficient standardization of travel agency services.This article takes Chinese tourists in Thailand as the research object and will study the relationship between travel agency service quality,tourist satisfaction and tourist loyalty.It aims to improve the service quality of travel agencies,enhance tourist satisfaction and tourist loyalty.In view of this,based on the research on the theories of service quality,tourism industry,tourist satisfaction and tourist loyalty,this paper takes Chinese tourists in Thailand as the research object,and analyzes the relationship between the service quality of travel agencies and tourist loyalty with the collected data.Finally,according to the current tourism situation and analysis results in Thailand,it puts forward some suggestions to improve tourism loyalty,the management suggestions of sincerity include: enhancing social sincerity;paying attention to the safety protection of tourists;providing convenient services for tourists;improving the professional quality of tourism industry personnel.This paper describes and analyzes the service quality,tourist satisfaction,and tourist loyalty.It collects data by issuing questionnaires,and uses the service quality scale(SERVQUAL)to measure.This questionnaire returned 224 copies and the recovery rate was 100%.The questionnaires that did not meet the requirements were eliminated,and 207 valid questionnaires were obtained,with an effective rate of 92.41%.Secondly,this paper uses Excel,SPSS and other software to sort and analyze the collected data.The research results show that online purchases,security,reliability,tour guide,reliable service and service attitude are important influencing factors that affect service quality and tourist loyalty.