On the travel services on product innovation strategy and approach

Abstract: The first describes the products and services, Travel services, the concept of product innovation and product innovation for the Travel service problems, make our Travel services and means of product innovation strategies. Focus on individual customer needs, diversity and difference technology and customer satisfaction, as services of Travel agencies and means of product innovation strategies.

Keywords: Travel, services, product innovation, innovative strategies, approaches, customer needs

Since the reform and development, as one of the three pillars of Tourism, travel agencies have developed rapidly. At present, a total of about 15 with more than 35,000 travel agencies, and the number is increasing, the size of the basic form, however, domestic travel is still in the immature stage of development , domestic travel due to its internal and external reasons, the development process there are many problems. products are the basis for survival and development of travel agencies, travel agencies can never operate without the product and now travel the whole structure of a single product, in the continuing price war, the travel agency increasingly narrow profit margins, coupled with increasingly sophisticated consumer spending, consumer demand is becoming diversified and personalized, which makes the traditional travel agency services, product model has not well adapted to the development of environmental change, so adhere to the customer demand-oriented travel service product innovation, is imminent. Grasp customer needs accurately and timely service to product innovation, China's travel agencies to change the running of the effective means of profit, but also travel agencies to achieve corporate profit growth, market position to ensure or enhance a good way [1].

First, the concept of travel products and innovative services
Product is able to provide to the market to attract attention, acquisition, use or consumption, a desire or need to meet all the things the products either entity can also be a service travel agency as a service, the product is clearly a service travel agency travel products is to meet the tourists in the Tourism process needs, with some tourist attractions to tourists and tourist facilities provide a variety of paid services. Some scholars believe that travel is a travel product line , but the "service packs" In theory, the line is an important part of travel products, one from a broader sense, travel is a travel service product lines and travel agents should be within the service, so travel is a travel service product innovation customer demand-oriented elements of the Tourism dependent on a combination of six lines, design, procurement activities, innovation and customer service improvement and perfection [2].

Second, the status quo of China's travel service product innovation
After years of efforts, China's travel industry has been some development, but product innovation in the service travel agency, there are several major aspects.

1 travel service-oriented product innovation in the lack of customer demand
As people's living standards and improving the quality of culture, people consume matures, the demand for high quality of life more intense, but now travel service innovation, customer-oriented service and innovative mechanisms are not established, unable to meet the diverse and individual customers of travel demand, which is mainly manifested in the structure of a single travel agency travel products, product lines without considering the customer involved in the design, product launches new line travel agencies generally rely on travel agency staff to determine the subjective consciousness and experience, lack of communication with customers and market demand preliminary Research, there is no specific target customer base for market segmentation.

(2) a single product line, subject blur, visitors to participate and lack of experience
Currently, more than 95% of travel product line for the Tour, although in recent years, the timely availability of historical and cultural Tourism, sports, travel, folklore Tourism products, but the proportion of non-tourism products, or low in urgent need of development, the product of these tourist routes themes of the "a place a few days tour" or "a place to a place Samsung (four-star Flying (twin) a few days tour" form, but the destination name to simply list, or attach transportation and accommodation standards, therefore the product lines subject vague, easily imitated, the homogenization of the line is serious. Again, the travel agency is introducing a line of more than 95% of tourist routes, the customer can personally participate in the project too small, not enough travel experience .

3 travel paid insufficient attention to after-sales service
Service is to link tourists and travel agencies bridge. Currently, most travel agencies pay more attention to pre-sale of the service, but this part of the service did not attract enough attention, or no service, nor establish the appropriate customer relationship management system. Must Most tourists and even most of the tour operators believe that the services provided by travel agencies in the tourist destination of return from travel departure, announced the scattered groups of the moment has ended. This is in fact misleading. Of a travel agency, this service is just the beginning.

4 travel agency staff service concept behind
Travel industry and tourism enterprises do not attach importance to establish the concept of service marketing, service marketing, lack of staff in the concept of guidance and training, there is no corresponding service process and its institutionalization. Travel agency staff did not form a service-oriented, customer first, to customer-centric service philosophy, its more common emotional service.

5 staff (especially the low quality of tour guides
Inseparability of services, service production and consumption processes are often closely intertwined, and customer service personnel in service between the production and delivery process of interaction, a direct impact on customer perceptions of quality of service process. Travel agency staff the quality and capacity is critical, because front-line employees in the service of production personnel, and more contact with customers, how they behave is directly related to the quality of service travel agency, but the current situation is generally low quality of travel agency employees, guide the overall level is relatively low, the overall quality is rather poor, lack of enthusiasm for guided tours, there is no sense of responsibility, lack of professional ethics, seeking kickbacks and commissions, etc.

6 innovative means of a single travel agency services
Many travel services form the main stay of product innovation in the product line innovation and guide service innovation, and ignore the information age, technical innovation, marketing or human resources operations to achieve service innovation measures, such as, travel agents, a general lack of awareness of services marketing, the actual little or no work in the service marketing strategy. Most travel agents in the product, pricing, channel, promotion, quality of personnel, physical display, several aspects of the service process there was a glaring problem [3].

Third, the travel service product innovation strategy
1 travel service product innovations: Personalized
As people's income levels and consumption of increasingly mature, the convergence between the needs of the customer will tend to decrease, and heterogeneity will continue to increase, so the individual needs of the tourism market demand will gradually become the mainstream trend because of the customer different needs, and only through continuous market segments, down to the tourists up to the individual, and its tourism products and services tailored to truly meet the individual needs of each traveler for example, tourists can travel different needs of customers involved in product design, travel, shopping, entertainment, food, shelter, and re-combination of six elements, designed to provide the appropriate customized tourism products, thereby enhancing customer satisfaction.

(2) tourism services content innovations: differentiation
As the modern trend of personalized service consumer and service industries are unique, travel agents should be targeted at customers with special needs, efforts to develop special services, the implementation of differentiated services, establish service features, advantages and establish business service travel agency business should carefully study the market demand, good market Research, according to the trends in tourist consumer behavior to design new theme line in providing the services continue to introduce new services, and constantly in pursuit of rich content and services to enhance service levels, such as in tourism line of similar cases, to provide some meaningful way in the travel theme of entertainment, value-added services, introduce some enhanced level of warmth and human care services, it is possible to receive the effect of differentiation, so that tourists have different feelings and experience.

3 varieties of innovative travel services: diversification
Currently, the travel agents to provide variety of travel products and services less, single product structure. Travel is "travel service provider of enterprise", so travel is "travel service" providers, not just the package tour organizers or tourism services provider of travel agency should be introduced in accordance with customer needs diversified products, has introduced new services. individual travel in the 21st century a new trend in international tourism, travel agencies have become increasingly demanding for it requires not only flexible travel line and product mix, there must be a reasonable schedule, a variety of services and multi-species recommend solutions, so as to meet the diversified needs of tourists.

4. Tourism product line design innovation: theme-based
With the social development and tourism market matures, more subject line came into being, innovation is the subject line travel agency survival, competition and development lies. Tourist routes is an important form of tourism products, often for good tourist routes impressed visitors and generate great economic and social benefits [4] For example, some travel agents to seize the Chinese people advocate family, friendly tradition, introduced the full warmth of the "Family Group", "filial group", "Honeymoon group" and other travel series, family travel products that the market model. Links to free download http://www.hi138.com 5 travel agency services in product innovation: modular
Travel modular production is to meet the individual needs of tourists as a precondition, which requires products to travel agencies to classify the various elements, and design into a standard module, then all the needs of tourists of different characteristics of the various elements of the combination of modules . China's travel industry is in a product homogeneity, price wars as the main mode of competition, the status quo, the production of travel agencies to implement modular organization, it is both to ensure market share and to effectively meet the individual needs of tourists best choice, such as the tourism facilities in the accommodation, catering part of the grade can, places, etc. module design prices, traffic on the part of tourist facilities in the modes of transport may be by, transportation, etc. design.

Fourth, the way travel service product innovation
For the Status and Problems of China's travel agencies, customer demand-oriented travel agency starting to explore product innovation is an inevitable trend, but also a good way, therefore, travel during the service product innovation, you can go from the following aspects do.

1 interview survey for travelers
Interview Survey for travelers to obtain information on customer demand. The driving force behind product innovation, customer needs is one of the customer's needs into product attributes, so as to develop products to customer satisfaction, so the first step is to discover innovative customer demand, travel agents in the course of travel services, customer interviews, conversations with customers, understand customer needs information, focusing on the customer to reflect more problems, do the interview recording, collecting information on customer demand, the customer good comments and suggestions back to the travel agency in order to service product innovation to provide some direction for the customers provide the basis for questionnaire design.

2 Questionnaire design and survey for travelers
Use technology to collect tourism market survey data collected, based on customer demand information, refer to other relevant information, designed to the customer questionnaire. Using five Likert scale, the questionnaire is divided into three parts, namely: customer attributes, customer behavior and customer experience on innovative projects. The table with the seven dimensions reflect the customer-oriented travel service product innovation activities, namely: travel service product innovation, process innovation services, social services, innovation, service marketing innovation, the concept of service innovation, service innovation and customer service interface innovation for The seven questions put forward 33 (or 33 indicators, the survey of innovative content of these services the degree of importance in the minds of the customer and the customer's actual experience in the formal investigation, in a small area needs to be pre-tested to ensure that the questionnaire reliability and validity. to select the transport hub, travel to a random distribution of the questionnaire method, immediately recovered the use of indwelling questionnaire survey, a total of 400 questionnaires were sent.

3 Data processing and analysis
Application spss16.0 of valid questionnaires collected for statistical analysis using the following methods: descriptive analysis, reliability analysis, factor analysis, analysis of variance and regression analysis. First, a descriptive analysis of customer attributes, the main analysis of customer gender, age , education level, occupation and income, while the customer travel behavior analysis is related to the customer travel purposes, travel frequency, travel mode, travel access to information and service elements are most concerned about what other travel agents, through descriptive analysis to understand customer source characteristics of the structure and purpose of customer behavior. the use of factor analysis to analyze 33 indicators, to take the principal component analysis, obtained a major impact on travel service innovation factors: responsiveness, empathy, technical, personal, diverse, convenient , conceptual and themes and so on, through factor analysis to extract factors of travel agency services, innovation and customer expectations of various important factors, degree of cognitive status. Finally, regression analysis, innovative travel services to various factors impact on customer satisfaction, higher satisfaction, that also affect the travel agency services a major factor in product innovation, product innovation and then reveal the focus of travel agency services and direction can be seen from the regression analysis, customers are more valued elements of empathy, personalization features, convenience factor and reactive elements of innovation.

4. Travel Services product design
Standing the customer's point of view, the results of data analysis for the above travel product Research and design by spss software to analyze the data collected, you can draw the following factors: empathy, theme-oriented, reactive, diversity, individuality oriented, technical, and conceptual convenience factor. And empathy, responsiveness and personalization factor greater impact on product innovation, so we design products to focus on personalized, emotional service process innovation and convenient services to meet customer needs, improve customer satisfaction .

Travel agency services according to customer-oriented product innovation analysis, by understanding the current situation, to find their own future service product innovation focus and direction, making their own in the fierce market environment to remain competitive.

References:
[1] Zhang Ying based travel agency product innovation and customer needs Research [J]. Modern shopping malls, 2007, (8): 347.

[2] Xia Yan less. Travel Products Research [D]. Beijing: Beijing International Studies University, 2008.

[3] Song Daxia. Xi'an travel service marketing studies [D]. Xi'an: Xidian University, 2008.

[4] Meng Hua. Subject: entry point for tourism products [J]. Taian Teachers College, 2001,23 (5:53.

Links to free download http://www.hi138.com