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Study on Travel Agency Service Marketing Strategy Based on Tourist Satisfaction in Lanzhou

Author: RenLiNa
Tutor: QuJing
School: Lanzhou Commercial College
Course: Business management
Keywords: Visitor satisfaction Travel agency business Services Marketing Service marketing strategy
CLC: F592.6;F224
Type: Master's thesis
Year: 2011
Downloads: 105
Quote: 0
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Abstract


With the advancement of technology, the development of production technology , the customer needs is not just a product, more products can bring specific , personalized service , traditional marketing methods can not meet the needs of customers , service marketing disseminate and apply to become an inevitable trend in the development of marketing . China travel agencies generally lack the concept of service marketing , especially the travel agency is located in the northwest of Lanzhou City Enterprises , a rather narrow understanding of the range of travel services , resulting in a single travel agency services and product variety , giving rise to the travel agency business offers in order the vicious competition , eventually leading to the visitors service complaint rate, decreased satisfaction . Practice has proved that to adapt to changes in tourism demand , travel agents, companies must change the way they compete and only the importance of service marketing , in order to better survival and development . In this paper, Lanzhou City, the travel agency business visitor satisfaction is not high status , first designed a visitor satisfaction survey questionnaire , through the analysis of the questionnaire , learned the main indicators of tourist satisfaction is not high ; then designed on the basis of a report on the importance of the impact of the service marketing of tourist satisfaction questionnaire , questionnaire using SPSS15.0 statistical software to analyze scale reliability and validity of the test , and the use of regression analysis to calculate a variety of weight of visitor satisfaction service marketing strategy ; Finally , according to the results of empirical research services targeted marketing measures to improve visitor satisfaction , and enhance the competitiveness of enterprises in Lanzhou City travel agency .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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