Research On The Strategy Of B Company’s Customized Research Tourism Service Quality Improvement

With the development of quality-oriented education,under the guidance of national policies,the demand of tourism consumers for research tourism is increasing.As a result,research tourism develops rapidly.Research travel organized by schools can no longer meet the needs of the public.Therefore,research tourism organizations appear in the public’s vision.The research tourism products of research tourism institutions can basically meet the demand of "study + tour" of research tourism,but in terms of tourism services,they have not met the expectations of consumers,exposing a lot of problems.This paper takes the customized research travel service of Company B as the research object and the perception of research travel consumers as the entry point.Based on SERVQUAL service quality model,the evaluation system of Company B’s customized research travel service is built.Through the research,the main reasons affecting the quality of Company B’s customized research travel service are obtained.Put forward B company customized research tourism service quality improvement suggestions and strategies.Firstly,this paper systematically combs the research status quo of research tourism,customized tourism and service quality,summarizes the theoretical and practical significance of the research,finds out the service quality model and analysis method suitable for this study,and provides a theoretical basis for the research of Company B’s customized research tourism service quality evaluation.Then,based on the SERVQUAL evaluation model,the customized evaluation system of research tourism service quality of Company B was constructed.The following conclusions were obtained through the analysis of IPA.There is a large gap between service perception and service expectation in the five dimensions of Company B’s customized research tourism service quality.The research tourism consumers have low satisfaction with Company B’s customized research tourism service quality,and the quality of Company B’s customized research tourism service needs to be improved.Finally,according to IPA analysis,the main reasons leading to the low customer satisfaction of B company’s customized research travel service quality are found as follows.The comprehensive service consciousness is weak,the type of research tourism product system needs to be improved,and the educational function of research tourism product is not strong.And through searching relevant cases,asking professionals,put forward three strategies and nine basic improvement measures:enhance comprehensive service awareness;Perfect the system of research tourism products;Strengthen the educational function of tourism products.Finally,through the review and thinking of the full text,the paper summarizes the final conclusion and the limitations of the research.