How to analyze the satisfaction data of travel agencies?

Due to the influence of environment and other factors, it is necessary to be scientific and reasonable in determining factors, designing satisfaction questionnaires, collecting data and analyzing results. There are many factors that affect tourists' satisfaction, but it is unrealistic and impossible to include all factors in the satisfaction questionnaire when investigating tourists' satisfaction. Through data analysis and tourists' visits, this paper points out that there must be a high degree of discrimination among the factors in the tourist satisfaction system, otherwise the index can not be used as a measure of satisfaction, and should accurately reflect the situation of tourists traveling with travel agencies.

Environment and other factors, so accurate and objective measurement results are quite difficult. Therefore, determining factors, designing satisfaction questionnaire, collecting data and analyzing results should be scientific and reasonable. (2) the principle of selectivity

There are many factors that affect tourists' satisfaction, but it is unrealistic and impossible to include all factors in the satisfaction questionnaire when investigating tourists' satisfaction. On the basis of data analysis, tourists' visit and pre-investigation, this paper selects the most critical factors that tourists think as measurement indicators. (3) the principle of independence

The factors in the tourist satisfaction system must have a high degree of discrimination, be easy to identify and exist independently, otherwise the index can not be used as a measure of satisfaction and should be eliminated. (4) the principle of comprehensiveness

In order to accurately reflect tourists' satisfaction when traveling in travel agencies, its elements should be comprehensive, covering all aspects of services provided by travel agencies. The tourist satisfaction questionnaire designed according to the elements can collect as comprehensive information as possible about tourists' needs. 2.2 The establishment of tourist satisfaction index system of travel agencies

The tourist satisfaction index is obtained through an open survey method. Firstly, this paper analyzes the various services provided by travel agencies, which have six major elements of tourism: food, shelter, transportation, travel, shopping and entertainment. Among them, there are two main ways for travel agencies to provide services directly to tourists: first, salespersons receive customers who come to consult and buy tourism products at business points; The other is the tour guide reception service provided by the tour guide during the tourist tour. On the basis of analyzing the service quality of travel agencies, this paper consulted a large number of materials, interviewed some tour guides and many tourists who came back with the travel agency, and looked at the travel complaints received by Xinzhou Tourism Bureau in three golden weeks every year. After comprehensive arrangement, according to the basic principles of determining the evaluation index of customer satisfaction and the evaluation factors of service quality, the specific service items of three service stages of travel agencies are selected, and the evaluation indexes of tourist satisfaction of travel agencies at different levels are established. The first level is tourists' overall satisfaction with the service quality of travel agencies, and the second level is the six major service elements of travel agencies, namely, comprehensive package services such as food, accommodation, transportation, travel, shopping and entertainment provided by travel agencies, which can be summarized as front desk services, tangible voucher services, tourism supporting services, tour guide business ability, itinerary arrangement services and tour guide auxiliary services [5]. The third level is a further explanation of the second level indicators. The evaluation index structure is shown in the following table 2- 1.

Table 2- 1 Evaluation index system of tourists' satisfaction with service quality of travel agencies

2.3 definition of tourist satisfaction level of travel agencies

Psychologically speaking, customer satisfaction is an emotional experience and can be divided. It divides people's emotional experience into three parts.

There are nine steps for negative emotions and five steps for positive emotions [6]. Tourist satisfaction is a kind of self-emotional experience with fuzziness, asymmetry and generality. Therefore, it is not easy to know tourists' perceived satisfaction with the service quality of travel agencies, and the solution is to express it quantitatively. In the evaluation of tourists' satisfaction, this paper uses a five-level Likert scale to directly measure tourists' satisfaction with various services provided by travel agencies, that is, very satisfied, satisfied, average, dissatisfied and very dissatisfied, and the corresponding assignments are 5, 4, 3, 2 and 1.

3. Questionnaire survey analysis on the influence of service quality of travel agencies in Xinzhou City on tourists' satisfaction 3. 1 Questionnaire survey analysis 3. 1 Implementation process of questionnaire survey

After sorting out the data, a preliminary tourist satisfaction index item is obtained, and then a questionnaire table is designed. Then discuss with the manager and tour guide of the travel agency whether the indicator setting is reasonable, whether there are repeated or omitted indicators, and whether the sentences are clearly expressed. Make some changes in this process, and then give 50 pre-tests to tourists. Tourists point out that some sentences are unclear and the index items are arranged in disorder, which is not in line with people's thinking order. Therefore, this paper makes some adjustments to the form of the questionnaire, and finally determines the final draft of the questionnaire (see appendix).

3. 1.2 Survey object and data collection

The scope of this survey is the major travel agencies in Xinzhou, and the targets are domestic tourists who have traveled with travel agencies in the past year or two. The investigation began on 20 1 1 and ended in April. It was originally sent by tourists with tour guides. However, because tourists may be influenced by tour guides, it is found that the questionnaire filled in is inconsistent with the actual situation. Therefore, another method is mainly used to distribute the questionnaire, that is, first, the contact information and addresses of enterprises and institutions that have traveled with the travel agency are obtained through the travel agency, and then some units are selected according to the convenient sampling method and distributed in person in the office. Some questionnaires were collected on the spot, and some were collected after being retained. A total of 300 questionnaires were sent out and 20 questionnaires were collected. In this survey, there are three kinds of invalid questionnaires: one has unanswered service indicators; Choose two answers for the same service indicator; Only one option can be selected for a questionnaire [7].