旅行社产品的特点与服务营销观念

旅行社业的产品主要是旅游线路 ,具有无形性、不可分离性等特点 ,这些特点决定旅行社业的服务营销观念尤为重要。旅行社的经营管理者应树立服务营销观念 ,在经营管理过程中 ,采用服务营销策略 ,以提供符合目标市场顾客主要需求的产品 ,提高旅游者的满意度和信任度。

Characteristics of the Products of Travel Agencies and The Concept of Marketing Their Services

The chief product of the trade of travel agency is the route of tourism. It has the characteristics of intangibility and inseparableness that make the concept of service marketing especially important. The administrative and managerial personnel of travel agencies have to establish the concept of service marketing, and adopt corresponding strategy in their process of administration and management in order to provide the products that suit the chief demands of the tourists of their target markets, raise their faithfulness, and afford greastest satisfaction to their clients.