近年来,旅行社出现了服务意识差、服务态度淡薄、欺骗消费者等问题,大大降低了游客的旅行质量。为了保持良好的企业形象,各旅行社开始着手合理规划游客行程、提高游客满意度,这也成了学界和业界的研究热点。本文借助国内外旅游行业旅行社服务质量和游客旅行体验满意度的调查,引进国际上游客满意度高的旅行社的经验,找出国内旅行社服务质量方面存在的问题,提出有效的建议,以树立旅行社良好的形象。 In recent years, travel agencies appeared poor service awareness, service attitude weak, deceiving consumers and other issues, greatly reducing the quality of tourists’ travel. In order to maintain a good corporate image, all travel agencies started to plan tourist routes and improve tourist satisfaction. This has also become a hot spot in academia and industry. Based on the investigation of the travel service quality in domestic and international tourism industry and the satisfaction of tourists’ travel experience, this paper introduces the experience of international travel agencies with high tourist satisfaction to find out the problems in the service quality of domestic travel agencies and puts forward effective suggestions to establish a good travel agency image of.