摘要：自改革开放以来,我国经济建设持续飞升,人们日益增长的物质文化及市场需求使我国会奖旅游业在会展产业不断蓬勃壮大的摇篮里应运而生，经历了从无到有、从边缘产业到国家高端、最具市场价值产业的发展过程。物质生活水平的提高很大程度上刺激了人们的旅游需求,越来越多的企业开始选择采用会奖旅游的方式对优秀员工或经销商给予褒奖与激励，使企业会议和奖励旅游有机联系起来，从而增进企业凝集力。因此，大部分企业在选择承接旅行社时，除了考虑该旅行社的资质和专业程度之外，旅行社的服务质量，可以说是至关重要的考虑因素。但我国会奖业由于起步相比国外许多发达国家要晚的多，面对国内外愈演愈烈的竞争和日渐凸显的差距，我国旅行社如何在如此纷繁复杂的旅游市场和严峻的市场竞争中保障自己的一席之地显然成为了当代会奖旅游经营者最为关心的问题。然而越来越多的真实案例都在告诉我们：客户与旅行社产生矛盾的根源普遍都是在于承接旅行社缺乏对会奖旅游服务质量的理解和重视。因此，提高服务质量是提升我国会奖业专业化水平的重要手段,也是助其在国际舞台上获得竞争优势的重要保障。79581

    下文将围绕我国会奖旅游业在现阶段的成长近况，针对大型会奖旅游活动的服务质量作出详尽的分析，对比国内外发展情况，结合实际案例和调研结果，针对研究中所凸显的问题提出可行、顺应我国当前国情的解决对策，以期在未来为我国大型会奖旅游业的成长壮大供给理论和实践并行的参考引导。

毕业论文关键词：会奖旅游；服务质量；个性化；客户满意度

Study on assessment about the large-scale incentive tourism’s service quality of our country

——Take Shanghai Mandarin International Travel Agency as an example

Abstract: With the continuously rapid development of China's economy and society。 People’s daily growing demand on material culture and market made Chinese incentive tourism arise in the cradle of more and more florishing MICE industry, and experienced the development process from nonexistence to existence, the edge industry to the national high-end industry with the biggest market value。 The progress of material life has greatly stimulated the people's travel demand , more and more enterprises begin to choose the method of incentive travel in order to give rewards and incentives to the excellent employees or distributors。 At the same time, company conference and incentive travel can be conbined effectively, and then the enterprise cohesion will be increased。 Therefore, when choosing cooperation travel agency, most enterprise not only put qualification and professional level in consideration , but also the travel agency’s service quality——the crucial factor。 But compared to many developed countries, the incentive tourism in our country started much more later。 Facing the intensifying competition at home and abroad and increasingly highlighted gap, Chinese travel agency how to guarantee its place in such a complicated and severe tour market has obviously become the problem which tourism operators are most concerned about。 However, more and more real case is telling us: the root of the conflict between customers and travel agencies is generally the cooperation travel agency’s lack of understand and attention on service quality。 Therefore, improving the service quality is the significant mean of promoting Chinese incentive travel’s professional level。 Last but not least, it’s also the important guarantee of gaining the competitive advantage on the international stage。

    This article will revolve around incentive tourism’s present development situation in our country, make a detailed analysis in view of the large-scale incentive tourism’s service quality, comparing to the domestic and foreign development situation。 According to the research results and actual cases, and the problems highlighted in the research, put forward feasible countermeasures which conform to China's current national conditions, with the hope for providing the theoretical and practical reference guide to the development of incentive travel in our country。