游客满意度:甘肃省旅行社的营销策略

随着旅游业的发展,旅行社的数量在不断增加.由于甘肃省旅行社提供服务和产品的单一,引发竞相削价的恶性竞争,最终导致游客对旅行社的投诉率高,满意度下降.通过对在兰州的甘肃省旅行社游客满意度的问卷调查,运用SPSS 18.0统计软件进行分析,从而了解影响游客对旅行社满意度的主要指标,依次是旅游安全保障、旅游费用、导游服务和旅游宣传,并在此基础上提出有针对性的营销策略.

Marketing Strategy of the Tourist Agencies in Gansu Province

Tourist agencies are increasing in number but see no improvement in services.This phenomenon leads to competition based on the decrease of prices and shrinkage of service quality,which further results in increasing complaints from the customers.Based on an investigation of the many tourist agencies in Lanzhou,the paper concludes that the main factors that affect the satisfaction degree of the customers are security,expenses,guide service,and publicity.