Chapter VI Service Quality Management of Travel Agencies Section 1 Teaching Plan for Handling Travel Complaints

Policy Suggestions on Promoting the Improvement of Tourism Service Quality

As a typical service industry, the service quality of tourism is directly related to the long-term development of tourism. In recent years, the number of complaints about tourism services in China is on the rise, which to some extent reflects that there are still many problems in the quality of tourism services in China. This paper focuses on the analysis of the reasons and suggestions for the problems existing in the quality of tourism services, with a view to reducing tourism complaints and improving the quality of tourism services.

The meaning and relationship between tourism complaints and tourism service quality

Tourism complaint refers to the behavior that tourists, overseas travel agencies and domestic tour operators complain to the tourism administrative department in written and oral form and ask for handling in order to safeguard their own and others' legitimate rights and interests in tourism. In essence, tourism complaints are an effective way for consumers to feed back the service quality to tourism management departments and tourism enterprises and supervise them in order to safeguard their own rights and interests. Tourism service quality includes technical quality and functional quality.

According to China's current Provisional Regulations on Tourist Complaints, the procedures for handling tourist complaints are as follows: if the tourist complaint management organ receives a complaint or an oral complaint and meets the acceptance conditions of this Ordinance after examination, it shall promptly investigate and handle it; Do not meet the requirements of these provisions, it shall notify the complainant not to accept it within 7 days, and explain the reasons.

Judging from the relationship between tourism complaints and tourism services, on the one hand, the increase of tourism complaints reflects the problems existing in the quality of tourism services to some extent. The National Tourism Administration also regards the number of tourism complaints as an important indicator to measure the quality of tourism services. On the other hand, tourism complaints are also conducive to improving the quality of tourism services from another angle. Tourism complaints force tourism enterprise management departments and tourism enterprises to find problems in their own services in time, so as to take countermeasures in time and achieve the purpose of improving the quality of tourism services.

The Status Quo of Tourism Complaints and Service Quality in China

In 2006, China's tourism market maintained sustained growth, tourism consumption expanded steadily, and its industrial functions became more obvious. The three major tourism markets have maintained steady and rapid development, and inbound tourism has maintained a steady growth trend, especially the overseas tourist market in China has shown a rapid development momentum; Driven by the strategy of expanding domestic demand and promoting consumption, domestic tourism continues to maintain rapid growth with a good growth trend, and the trend of popularization and normalization of consumption is more obvious; Outbound tourism continues to grow rapidly, with more flexible tourism modes and more diversified destination choices.

However, in 2006, the number of tourist complaints in China increased significantly. In 2006, tourism quality supervision offices at all levels in China received a total of 39,006 tourist complaints, 1 1570, accounting for 0.025% of the total number of tourists.

1. The construction of tourism legal system cannot meet the needs of the rapid development of tourism.

China has become a major tourist country in the world, and it is moving towards a world tourism power. However, the construction of tourism legal system lags behind the development of tourism seriously, which is not commensurate with the rapid development of tourism, and affects or even hinders the development of tourism to some extent. So far, China has not promulgated a tourism law, only three administrative regulations, such as the Regulations on the Administration of Travel Agencies, the Regulations on the Administration of Tour Guides and the Measures for the Administration of China Citizens Traveling Abroad, as well as some departmental rules and normative documents, promulgated by the State Council. The laws and regulations of the tourism industry exist in name only, lack authority and are difficult to implement. Some laws and regulations still lack maneuverability, with many general requirements and few specific measures. Tourism laws and regulations are obviously imperfect. Tourism products are at least composed of "six elements" (food, shelter, transportation, travel, shopping and entertainment), and the services provided by travel agencies are only a part of tourism products, while the existing three tourism administrative regulations all focus on the management of travel agencies. Because of this, some tour operators try their best to exploit the loopholes of the law and infringe on the rights and interests of tourism consumers. What's more, after the problems that travel agencies can't solve unilaterally appear, travel agencies are overwhelmed.

2. The local tourism administrative departments are not enough to supervise the tourism market.

Local tourism administrative departments should manage the tourism market in accordance with the requirements of legalization and standardization, act according to the rules and manage according to law. As the staff of the most basic management department, some people are more or less worried, surrounded by acquaintances, even relatives and friends, and bow their heads to see them; There are even "local tyrants" who cannot be provoked, or "protective umbrellas" that must be relied on, and there is no cure. Tourism administration departments lack regular crackdown on black tour guides, black clubs, black cars and black shops, or the crackdown is not strong enough and the rectification is not in place; Although some travel agencies or tour guides are legal, they are just wearing legal coats and are actually precocious "deformed children". These "freaks" are darker than "black". Black people only dare to peep in the dark and make small moves. "Deformed children" are often protected by enthusiasm, so they dare to "operate normally" in the sun, which leads to chaos in the tourism market.

3. The overall quality of tourism professionals is not high, and the concept of law and discipline is indifferent.

With the rapid development of tourism, the ranks of tourism professionals are expanding, so the demand threshold is gradually reduced and the overall quality of employees is declining. There are even local tour guides with "local food stamps". These tour guides have been trained, tested and certified by the tourism administrative departments of various cities, and most of them have become scenic spots or ground guides. Their level is uneven, which affects the overall quality of the tour guide team.

4. Tourism enterprises do not have a strong sense of operating according to law and excessively pursue illegitimate economic interests.

Although the phenomenon of "zero negative tour fee" appears from time to time, it is only to seize unfair competition in the tourism market, or just as a "bait" to attract tourists. As a tourism enterprise, profit is the real purpose. Therefore, false advertisements and format clauses often appear, which induce tourists to make wrong decisions, infringe the rights and interests of tourism consumers, and make tourism enterprises gain illegitimate economic benefits and even profiteering.

5. There are problems in the standardization of tourism service quality.

From 65438 to 0993, China's tourism enterprises began to standardize the quality of tourism services. After more than ten years of development, some achievements have been made, but there are also many problems. First of all, from a conceptual point of view, there is a cognitive deviation between tourism enterprise managers and tourists, which restricts the standardization process of enterprises. Secondly, the standardization system of tourism service quality is out of line. Thirdly, the bottleneck of tourism professionals restricts the development of standardization of tourism service quality. The existing talent structure is unreasonable, and there is a shortage of service talents with strong professionalism and business ability, especially high-quality compound management talents, which makes the standardization research work weak and seriously restricts the process of standardized management of service quality.

Policy suggestions on promoting the quality of tourism service by tourism complaints

1. Accelerate the improvement of tourism laws and regulations. It has been more than 20 years since 198 1 was drafted. After several drafts, it has not yet been promulgated. "Managing Travel by Law" still lacks sufficient legal basis, and many aspects can only be implemented with reference to other laws and regulations. Therefore, the relevant state departments should formulate a tourism law as soon as possible, and make individual or comprehensive legislation on the protection of tourists' rights and interests, the supervision of the tourism market, and the tourism format contract. So as to effectively protect and regulate the healthy development of tourism by law. At the same time, timely revise and formulate some laws, regulations and systems in line with the current situation of the tourism market. On the other hand, it is necessary to strengthen the construction of laws and regulations on the price of tourism services. The main reason leading to complaints about the price of tourism service lies in the existence of monopoly price of tourism service. Therefore, the fundamental way to improve the quality of tourism service from the aspect of tourism price lies in breaking monopoly, implementing a transparent system of tourism resource construction, and ensuring the transparency and openness of tourism service price through certain laws and regulations.

2. Strengthen the supervision and management of tourism administrative departments and standardize the order of tourism market.

First of all, the current examination standards for administrative licensing of travel agencies are further clear and comprehensive. Secondly, standardize the supervision procedures of tourism service quality and strengthen the power restriction on the main body of tourism market supervision. At present, the main regulatory bodies of China's tourism market are tourism administrative departments and industrial and commercial administrative departments, of which the former is the main one. No matter what kind of supervision subject, under the condition that China has not yet established a perfect administrative rule of law, the power of the administrative supervision subject is rarely effectively restricted, especially in administrative procedures. According to the relevant principles of administrative law, the most effective restriction mechanism for this kind of administrative supervision power is procedural restriction. The lack of procedural constraints is a great harm to the orderly development of the tourism market, because the subject of administrative supervision can rent-seeking unscrupulously in market access, market operation and market exit. Third, increase the punishment for disturbing the order of the tourism market. Judging from the provisions of the current "Regulations" on the punishment of illegal travel agency operations, one is the lack of punishment for the managers of illegal travel agencies, and the other is that the current punishment is not only difficult to implement but also insufficient. In order to ensure the healthy operation of the tourism market, on the one hand, travel agency managers should be included in the scope of punishment, and those with serious circumstances should be banned from entering the travel agency market for life, forming an effective restriction and deterrent mechanism for travel agency managers; On the other hand, the administrative punishment system is introduced into the market supervision system of travel agencies, that is, the travel agencies and their managers who seriously violate the law, infringe on the rights and interests of tourists and cause great losses to the healthy development of tourism will be punished, which will increase the cost of offenders and form an effective disciplinary mechanism.

3. Accelerate the standardization of tourism service quality.

First of all, formulate a clear development strategy for tourism service standardization. Tourism professionals should fully understand the significance of implementing service quality standardization for enterprises to enhance their competitiveness and achieve sustainable development, completely change the traditional concept of "emphasizing resource development and neglecting service quality" and attach importance to the huge business opportunities hidden behind tourism services. However, the implementation of service quality standardization is a system, and changing the concept of practitioners is only a part of it, which requires a clear development strategy and overall consideration. Chinese tourism enterprises should actively adapt their own standards to the development trend of national standards and industry standards, make full use of the natural landscape of ancient civilizations and the service resources of modern society, create a harmonious and unified atmosphere in the field of tourism services, and make domestic enterprises occupy a strong position in the international tourism market competition.

Secondly, strengthen personnel training and organizational change. In view of the shortage of service personnel who can adapt to standardization, tourism enterprises should strengthen the education and training of standardization personnel in a planned way, and urge them to form the habit of full-time learning, active learning and lifelong learning, master the theoretical knowledge and practical skills of implementing service quality standards, and strengthen their awareness and concept of service innovation. At the same time, we should strengthen the change of organizational structure in a timely manner, make career plans for service personnel, build a stage for them to display their talents, and make "winning tourists' satisfaction" a common vision of all members. In view of the shortage of standardized management talents, tourism enterprises can adopt various ways to solve the problem, such as joint training with universities, further study abroad or recruitment. Where conditions permit, standardization research departments can be set up to improve the forward-looking awareness and ability of management talents to participate in international standards.

Third, improve the standardization system of tourism service quality. On the basis of systematic principle, tourism enterprises should adhere to the guidance of tourists' needs, strengthen the coordination of various standards, build a standardized management system with unified management and division of labor, promote the open service quality operation mode led by enterprises and extensive participation, and improve the service quality standardization system. In order to change the disjointed phenomenon in the formulation, implementation and monitoring of standards, enterprises need to make full use of advanced network technology to build a standardized information platform, ensure the stable operation of standardization in the timely, accurate, comprehensive and systematic transmission of information, realize the leap from "natural quality" to "charming quality", win the recognition of customers and reduce complaints from tourist customers.