The Research About the Influence of Tour Guide Service Quality to Tourist Satisfaction and Loyalty:A Case Study of Tourism in Shenzhen

摘要

We analyzed the result of our questionnaire survey about how the tour guide service quality affects tourist satisfaction and loyalty with SPSS16.0.The conclusion proved that tour guide service quality has prominent positive correlation with tourist satisfaction and loyalty.Among the four appraisal factors: explanation level,ability to deal with emergency,service attitude,and service standard,the first two are the most important factors affecting tourist satisfaction and loyalty.In this case,travel agency should recognize the importance of tour guide,take responding measures to improve service and erect excellent brand images.