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建立人际资源圈Level Of Service Quality In A Tour Operator Tourism Essay---Essay代写范文
2016-08-20 来源: 51Due教员组 类别: Essay范文
Essay代写范文：Level Of Service Quality In A Tour Operator Tourism Essay这篇Essay范文对旅游公司服务质量水平的高低进行了详细的分析与讲解。旅游业创造显著就业和经济发展。因此，旅行社不得不努力提供给他们的客户，不仅是他们的产品和服务，同时也是'质量'和'满意'，会产生长期的生存和盈利能力。这项研究也将有助于为指导，以其他行业就服务质量而言。
Tourism is one of the largest and fastest growing industry at global level, creating significant employment and economic development, particularly in many developing countries. The established tourism industry has, over the recent decades, been contributing massively to the country’s economic development. Tour operators are an important part of this growth.
Mauritius is internationally renowned as one of the world’s premier luxury holiday destinations. With many of the world’s most famous hotels, Mauritius enjoys one of the highest rates of returning visitors in the world. In a developing country such as Mauritius, tourism is seen as a major contributor to a nation’s income and wealth. Tourism is said to be the fastest growing industry in the world over the past 50 years with no signs of slowing down in the 21st century. Tourism has grown into one of the main pillars of the Mauritian economy; the forecast of 915,000 tourist arrivals for the year 2010 is maintained, representing an increase of 5.0% over the figure of 871,356 in 2009. From January to August 2009/2010, international tourist arrivals by country of residence have increased by 2.8%.In 2009, the number of visitors was 362,854 while in 2010, figure was 372,997. Tourist arrivals for the first semester of 2010 increased by 6.2% to reach 439,150 compared to 413,504 in the corresponding period of 2009. Around 93% of the tourists came for holidays while 4.0% were on business/conference trips and another 0.6% was in transit. Arrivals from Europe, which accounted for 65.2% of total tourist arrivals, increased by 2.8% to reach 286,418 during the first semester of 2010 against 278,621 in the corresponding semester of 2009. Arrivals from France, our leading market representing 32.3% of total tourist arrivals and 49.6% of the European market, grew by 8.7% to attain 142,030 during the first semester. The performance in arrivals for the other major generating countries of Europe was as follows: Italy (+1.6%), Germany (-3.3%) and United Kingdom (-5.2%). As regards the remaining European countries, the following changes were recorded in arrivals: Switzerland (+24.1%), Austria (+10.3%), Belgium (-5.2%), Commonwealth of Independent States CIS (-6.2%), Netherlands (-19.0%), Spain (-26.0%) and Sweden (-26.4%); (Central Statistical Office 2010). According to the Bank of Mauritius, tourism receipts for the year 2010 will be around Rs 40,150 million (+12.5 %) compared to Rs 35,693 million in 2009.However, due to the increasing number of emerging and potential destinations, it is important for Mauritius to remain competitive.
Every organisation exists not to make a profit, as many would have us believe, but to create and retain satisfied customers. An organization would have no profits if it failed to create and retain satisfied customers. Providing products and services which meet customer needs and expectations creates satisfied customers.
In the preceding decades the tourism industry has become on the most important monetary industries. Tour Operators are one of the most important institutions in the field of tourism industry in providing services. Therefore, Tour operators play a central role in the tourism industry. As intermediaries between tourists and tourism service providers, tour operators can influence the choices of consumers, the practices of suppliers and the development patterns of destinations. This unique role means that tour operators can make an important contribution to furthering the goals of sustainable tourism development and protecting the environmental and cultural resources on which the tourism industry depends for its survival and growth.
Therefore, Tour Operators have to strive to deliver to their customers, not only their products and services, but also ‘quality’ and ‘satisfaction’ that may lead to long-lasting survival and profitability. Providing quality service improves satisfaction of customers and this is believed to lead to increased of international visitors, repeat purchases of the same tourist products, customer loyalty and relationship commitment. Moreover, highly satisfied tourists spread positive word-of-mouth and in effect become walking, talking advertisements for providers whose service has pleased them, thus lowering the cost of attracting new customers.
The concept of service quality and its relationship with the service industries has become a major preoccupation of many within today’s business environment (Parasuraman and Zeithaml, 1993) not least operators within the broad tourism sector. Service quality is very important to an organisation as it is linked to its success where customer satisfaction and perception weights a lot, however these two variables are respondent to cultural factors and environment difference (Furrer, 2000). However, it is also true that there is no general agreement as to the nature or content of the service quality dimensions (Brady and Cronin, 2001). Nevertheless, providing a quality service to attract and retain customers has been recognised as a strategic need in highly competitive business environments (Parasuraman et al, 1985; Zeithaml et al, 1990). Organisations that deliver high service quality achieve high growth in market share and increased profits (Buzzell and Gale, 1987). In order to compete, Tour Operators need to focus on areas which give them an advantage over their competitors (Porter, 2004)
Additionally, although there have been numerous academic studies relevant to service quality and customer satisfaction with tourism destinations within Tour Operators, however no studies have been made on the service quality of Tour Operators in Mauritius and on customer satisfaction with the destination Mauritius. Hence, the purpose of this study is to assess the level of service quality in a Tour Operator in Mauritius, and examine the expectations and perceptions of tourists on various components of service quality that contributed to the tourist’s experience, namely accommodation, transportation, assistance at the airport, food and beverage services, and the recreational services available to tourists visiting Mauritius.
Through this study based on the analysis, the intention is to discuss if the customer are satisfied with the level of service quality as well as with their overall satisfaction with the destination. Therefore, if service quality is to be one of the strategies, there needs to be a way of measuring it. (Parasuraman, Zeithaml et al and Berry; 1988) developed the SERVQUAL model which is one of the most popular service quality measuring instruments, is the most widely used and tested survey instrument to measure service quality dimensions (Pawitra and Tan, 2003). But, (Parasuraman et al 1990) do suggest that some adaptation of SERVQUAL scale may be desirable when a particular service is investigated. However, the measurement and improvement of service quality often remains a challenge. Indeed, this notion was the basis for the SERVQUAL model, which views service quality as the gap between the expected level of service and customer perceptions of the level received (Parasuraman et al, 1988), additionally the intention is to discuss and measure these gaps and to fill the gaps, this study investigates the expectations and perceptions of tourists on service quality and it relations to their satisfaction levels. Further, this study would also serve as a guide to other industries as far as service quality is concerned.
目的与目标一Aims & Objectives
The main objective of the study is to assess the level of service quality based on a Tour Operator in Mauritius. Some of the other objectives are listed below;
To use the Servqual instrument in order to ascertain any actual or perceive gaps between customer expectations and perceptions of the service offered.
To point out how management of service improvement can become more integrated with respect to the prioritized service quality dimensions and their affections on increase and decrease of service quality gaps.
To assess the level of customer satisfaction in the pursuit of service quality.
To identify the weaknesses in order to make improvement.
To make recommendations on how service quality can be managed effectively.
To explore the potential dimensions of service quality.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
Tourism is one of the largest and fastest growing industry at global level, creating significant employment and economic development, particularly in many developing countries. The established tourism industry has, over the recent decades, been contributing massively to the country’s economic development. Tour operators are an important part of this growth.
Mauritius is internationally renowned as one of the world’s premier luxury holiday destinations. With many of the world’s most famous hotels, Mauritius enjoys one of the highest rates of returning visitors in the world. In a developing country such as Mauritius, tourism is seen as a major contributor to a nation’s income and wealth. Tourism is said to be the fastest growing industry in the world over the past 50 years with no signs of slowing down in the 21st century. Tourism has grown into one of the main pillars of the Mauritian economy; the forecast of 915,000 tourist arrivals for the year 2010 is maintained, representing an increase of 5.0% over the figure of 871,356 in 2009. From January to August 2009/2010, international tourist arrivals by country of residence have increased by 2.8%.In 2009, the number of visitors was 362,854 while in 2010, figure was 372,997. Tourist arrivals for the first semester of 2010 increased by 6.2% to reach 439,150 compared to 413,504 in the corresponding period of 2009. Around 93% of the tourists came for holidays while 4.0% were on business/conference trips and another 0.6% was in transit. Arrivals from Europe, which accounted for 65.2% of total tourist arrivals, increased by 2.8% to reach 286,418 during the first semester of 2010 against 278,621 in the corresponding semester of 2009. Arrivals from France, our leading market representing 32.3% of total tourist arrivals and 49.6% of the European market, grew by 8.7% to attain 142,030 during the first semester. The performance in arrivals for the other major generating countries of Europe was as follows: Italy (+1.6%), Germany (-3.3%) and United Kingdom (-5.2%). As regards the remaining European countries, the following changes were recorded in arrivals: Switzerland (+24.1%), Austria (+10.3%), Belgium (-5.2%), Commonwealth of Independent States CIS (-6.2%), Netherlands (-19.0%), Spain (-26.0%) and Sweden (-26.4%); (Central Statistical Office 2010). According to the Bank of Mauritius, tourism receipts for the year 2010 will be around Rs 40,150 million (+12.5 %) compared to Rs 35,693 million in 2009.However, due to the increasing number of emerging and potential destinations, it is important for Mauritius to remain competitive.
Every organisation exists not to make a profit, as many would have us believe, but to create and retain satisfied customers. An organization would have no profits if it failed to create and retain satisfied customers. Providing products and services which meet customer needs and expectations creates satisfied customers.
In the preceding decades the tourism industry has become on the most important monetary industries. Tour Operators are one of the most important institutions in the field of tourism industry in providing services. Therefore, Tour operators play a central role in the tourism industry. As intermediaries between tourists and tourism service providers, tour operators can influence the choices of consumers, the practices of suppliers and the development patterns of destinations. This unique role means that tour operators can make an important contribution to furthering the goals of sustainable tourism development and protecting the environmental and cultural resources on which the tourism industry depends for its survival and growth.
Therefore, Tour Operators have to strive to deliver to their customers, not only their products and services, but also ‘quality’ and ‘satisfaction’ that may lead to long-lasting survival and profitability. Providing quality service improves satisfaction of customers and this is believed to lead to increased of international visitors, repeat purchases of the same tourist products, customer loyalty and relationship commitment. Moreover, highly satisfied tourists spread positive word-of-mouth and in effect become walking, talking advertisements for providers whose service has pleased them, thus lowering the cost of attracting new customers.
The concept of service quality and its relationship with the service industries has become a major preoccupation of many within today’s business environment (Parasuraman and Zeithaml, 1993) not least operators within the broad tourism sector. Service quality is very important to an organisation as it is linked to its success where customer satisfaction and perception weights a lot, however these two variables are respondent to cultural factors and environment difference (Furrer, 2000). However, it is also true that there is no general agreement as to the nature or content of the service quality dimensions (Brady and Cronin, 2001). Nevertheless, providing a quality service to attract and retain customers has been recognised as a strategic need in highly competitive business environments (Parasuraman et al, 1985; Zeithaml et al, 1990). Organisations that deliver high service quality achieve high growth in market share and increased profits (Buzzell and Gale, 1987). In order to compete, Tour Operators need to focus on areas which give them an advantage over their competitors (Porter, 2004)
Additionally, although there have been numerous academic studies relevant to service quality and customer satisfaction with tourism destinations within Tour Operators, however no studies have been made on the service quality of Tour Operators in Mauritius and on customer satisfaction with the destination Mauritius. Hence, the purpose of this study is to assess the level of service quality in a Tour Operator in Mauritius, and examine the expectations and perceptions of tourists on various components of service quality that contributed to the tourist’s experience, namely accommodation, transportation, assistance at the airport, food and beverage services, and the recreational services available to tourists visiting Mauritius.
Through this study based on the analysis, the intention is to discuss if the customer are satisfied with the level of service quality as well as with their overall satisfaction with the destination. Therefore, if service quality is to be one of the strategies, there needs to be a way of measuring it. (Parasuraman, Zeithaml et al and Berry; 1988) developed the SERVQUAL model which is one of the most popular service quality measuring instruments, is the most widely used and tested survey instrument to measure service quality dimensions (Pawitra and Tan, 2003). But, (Parasuraman et al 1990) do suggest that some adaptation of SERVQUAL scale may be desirable when a particular service is investigated. However, the measurement and improvement of service quality often remains a challenge. Indeed, this notion was the basis for the SERVQUAL model, which views service quality as the gap between the expected level of service and customer perceptions of the level received (Parasuraman et al, 1988), additionally the intention is to discuss and measure these gaps and to fill the gaps, this study investigates the expectations and perceptions of tourists on service quality and it relations to their satisfaction levels. Further, this study would also serve as a guide to other industries as far as service quality is concerned.
目的与目标一Aims & Objectives
The main objective of the study is to assess the level of service quality based on a Tour Operator in Mauritius. Some of the other objectives are listed below;
To use the Servqual instrument in order to ascertain any actual or perceive gaps between customer expectations and perceptions of the service offered.
To point out how management of service improvement can become more integrated with respect to the prioritized service quality dimensions and their affections on increase and decrease of service quality gaps.
To assess the level of customer satisfaction in the pursuit of service quality.
To identify the weaknesses in order to make improvement.
To make recommendations on how service quality can be managed effectively.
To explore the potential dimensions of service quality.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
