改革开放以来,我国旅行社行业高速发展的同时,服务质量问题层出不穷。本文以桂林市大型旅行社为例,利用服务质量差距模型对旅行社服务质量问题进行定性分析,借鉴参考SERVQUAL理论模型并在此基础上结合旅行社服务特性进行模型演变,得出定量调查结果。研究显示游客对桂林市的旅行社技术质量满意度低下,桂林市的旅行社行业还存在大量问题。 Since the reform and opening up, the rapid development of China’s travel industry, service quality problems after another. In this paper, Guilin large-scale travel agencies as an example, the use of service quality gap model qualitative analysis of service quality issues in travel agencies, reference SERVQUAL theoretical model reference and based on the travel service characteristics of the model evolved to draw quantitative survey results. Research shows that tourists are not satisfied with the technical quality of travel agencies in Guilin. There are still many problems in the travel agency industry in Guilin.