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旅行社服务质量对游客满意度有显著影响。本文选取河南省出境旅行社为研究对象,对其游客满意度进行了实证研究。研究结果显示:河南省出境旅行社游客的满意度构成因素可以分为五个影响因子,分别为基础服务(餐饮、住宿、行程)、导游服务与便利性、投诉与监督服务、契约履行服务、总体满意度;通过回归分析,发现旅行社服务因子与游客满意度、再购买意识、推荐意识的均有正向关系;其中,基础服务、投诉与监督、便利性与导游服务是影响游客满意度的关键因子;总体满意度、投诉与监督、基础服务是影响游客再购买意识的关键因子;而总体满意度、投诉与监督、履行契约服务则是影响游客推荐意识的重要因子。最后,在分析本研究结论的基础上提出了出境旅行社发展的对策与建议。
The service quality of travel agencies has a significant impact on visitor satisfaction. This article chooses outbound travel agency in Henan Province as the research object and conducts an empirical research on its tourist satisfaction. The results show that the factors of satisfaction of tourists in outbound travel agencies in Henan Province can be divided into five influential factors: basic service (catering, accommodation, itinerary), tour guide service and convenience, complaint and supervision service, contract fulfillment service, overall Satisfaction; Through regression analysis, it is found that the service factors of travel agencies have a positive relationship with tourist satisfaction, re-purchase awareness and recommendation awareness. Among them, the basic service, complaint and supervision, convenience and tour guide service are the key factors affecting the tourists’ satisfaction Factors, overall satisfaction, complaints and supervision, and basic services are the key factors affecting tourists ’re-purchase awareness. However, overall satisfaction, complaints and supervision, and performance of contractual services are all important factors affecting tourists’ recommendation. Finally, based on the analysis of the conclusion of this study, some countermeasures and suggestions on the development of outbound travel agencies are put forward.