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1、山水旅行社服务体系研究摘 要近年来，随着我国经济的迅猛发展，人们生活水平的提高，旅游业得到了快速发展，而作为旅游业三大支柱之一的旅行社也相应得到发展。旅行社数量的增多导致旅行社之间的竞争日益加剧，再加上顾客消费日益成熟、消费需求渐趋多样化、个性化，向着讲究服务品质、追求体验的方向转变，这使得传统的旅行社服务产品模式已不能很好的适应环境变化的发展，旅行社为了在激烈的竞争环境中更好地生存和发展下去，就必须不断地提高其服务品质和创新服务产品。经过多年的努力，我国旅行社业取得了一定的发展，但目前旅行社在服务产品创新方面，还存在着诸多问题，具体来讲，这些问题主要表现为以下几个方面:(1)旅行社服务产品创
2、新顾客需求导向性不足;(2)产品线路单一，主题模糊，游客参与性和体验性不足;(3)旅行社对售后服务重视不够;(4)旅行社员工服务理念落后;(5)服务人员(特别是导游)素质偏低。准确及时地把握顾客需求的服务产品创新，是我国旅行社业改变微利运行状态的有效手段，也是各旅行社实现企业利润增长的良好途径。因此，坚持以顾客需求为导向、旅行社服务产品创新、保证或提升市场地位已经迫在眉睫。旅游者跟随旅行社出游的满意程度取决于其所感知的旅行社服务质量，因此旅游者满意度的评价是旅行社服务质量评价的一种重要的方法。本文以山水旅行社为例，通过调查实践，与旅行社经理人员、导游、旅游者等进行访谈，结合对旅行社服务产品、服
3、务质量、顾客满意度理论等文献的研究，构建了一套旅游者评价旅行社服务质量的指标体系。通过这一指标体系，设计旅游者满意度调查问卷表和各指标权重调查表。对曾经跟随山水旅行社组团出游的旅游者进行调查，并采用统计软件对调查数据进行处理，分析影响旅游者满意的旅行社服务属性因子，旅游者对旅行社服务的整体满意水平及各服务项目的满意水平、影响旅游者满意的关键服务因子以及旅游者满意度对旅行社忠诚的影响分析。关键词：旅行社；服务质量；研究AbstractIn recent years, with the rapid development of Chinas economy, the improvement of
4、peoples living standards, the tourism industry has been rapid development, and as one of the three pillars of the tourism industry, travel agencies also develop accordingly. Travel agencies increase in the number of lead intensifying competition between travel agencies, coupled with the increasingly
5、 mature customer spending, consumer demand is becoming diversified and personalized toward particular about the quality of service, changes in the direction of the pursuit of experience, which makes the traditional mode of travel agency services products has not well adapted to the development of en
6、vironmental change, and travel agencies in order to better survive and develop in the fierce competitive environment, we must continue to improve its service quality and innovative service offerings. After years of efforts, Chinas travel industry has achieved a certain development, but travel agents
7、 in the service product innovation, there are still many problems, Specifically, these problems mainly for the following aspects: (1) travel agency service product innovation lack of customer demand-oriented; (2) product line single theme fuzzy visitors to participate and lack of experience; (3) The
8、 travel agency is not enough emphasis on after-sales service; (4) travel agency staff service philosophy behind; (5) Service personnel (especially is a guide) and low quality. Timely and accurate grasp of customer demand for service product innovation, is a good way to change effective means of low-
9、profit operation status of Chinas travel industry, travel agencies to achieve corporate profit growth. Therefore, adhere to customer demand-oriented travel agency service product innovation to ensure or improve its market position is imminent. Satisfaction of tourists to follow the travel agency tra
10、vel travel service quality, depending on its perception of the tourists satisfaction evaluation is an important method of travel service quality evaluation. Landscape travel agencies, for example, practice through surveys, interviews and travel agency managers, tour guides, tourists, combined with t
11、he travel agency service product, service quality, customer satisfaction theory literature, to build a set of tourists evaluation of travel agencies service quality index system. Questionnaire by the indicator system, designed tourists satisfaction questionnaire table and each index weight. Investig
12、ation had to follow the tourists the landscape travel tours travel survey data processing and statistical software to analyze the factors of satisfaction of tourists travel agency service properties, the level of overall satisfaction and service satisfaction level of tourists travel agency services
13、tourists satisfied key factor as well as tourists satisfaction impact analysis of the travel agency loyalty.Keywords: travel agency; service quality; research目 录1 绪 论11.1选题背景11.2国内外服务质量的研究现状21.2.1服务的定义及其特性31.2.2 服务质量的内涵31.2.3 服务质量的维度51.2.4 服务质量的测量评价模型51.2.5文献评述71.3论文结构71.4论文研究思路与方法81.4.1研究思路81.4.2研究方法81.5论文创新之处82理论概述102.1旅行社的概念102.2旅行社的职能102.2.1生产和组合职能102.2.2销售职能102.2.3协调职能102.2.4分配职能102.2.5提供信息的职能102.3服务112.4服务质量112.4.1 服务质量的概
