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On the Current Situation of Travel Agency Credibility in Xiamen Area and Its Effect on Tourist Value perception and Satisfaction

Author: YuFang
Tutor: ZhongYiPing
School: Hunan Normal University
Course: Psychology
Keywords: Travel Agency credibility satisfaction degree value perception
CLC: F592.6;F224
Type: Master's thesis
Year: 2011
Downloads: 169
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Abstract


Adopting the method of theoretical derivation combined with demonstration, the thesis illustrates the dimension of travel agency credibility and makes corresponding questionnaires. Following the questionnaire investigation, the validity is obtained by means of item analysis and exploratory factor analysis. A survey of 526 tourists from three travel agencies in Xiamen was conducted randomly. Exploratory Factor Analysis was performed to test the structure of this questionnaire. The Questionnaire of Travel Agency’s trust is adopted to measure the Travel Agency’s credibility with clear structure, favorable reliability and validity.This research adopts the pre-human questionnaire of value preservation and degree of satisfaction and mainly discusses the influence of Travel Agency on itself.The results shows:(1)The Travel Agency credibility in Xiamen was in a high level. Among the five dimensions of Travel Agency credibility, tour guiding service is the lowest and charging reasonably is the highest.(2)Different demographic variables results in the degree of influence on Travel Agency credibility. General stuff of enterprises, professional technology personnel teachers and students got higher levels on Travel Agency credibility, while retired people and freelancers got lower levels. Like the lowest educated tourists, the highest educated tourists have the highest level of Travel Agency credibility as well.(3)The whole satisfaction of tourists in Xiamen is high, among which the dimension of catering is the lowest, while transportation plan is the highest.The method of regression analysis is performed to analyze the relationship between Travel Agency credibility, tourists’value perception and satisfaction degree. The data indicates as follows:firstly, satisfaction of tourists is strongly affected positively by Travel Agency’s credibility; secondly, Travel Agency’s credibility is affected directly by value perception of tourists.Finally, according to various conditions of Travel Agency credibility dimension as well as the relationship between the Travel Agency credibility and tourists’value perception along with satisfaction degree, the thesis presents relevant strategies and suggestions as follows: Constructing good credibility culture circumstance by further emphasizing the sense of Travel Agency credibility; secondly, strengthening the credibility construction in Travel Agency and perfecting the inner credibility mechanism of Travel Agency; thirdly, improving the quality of travel service as well as tourists’satisfaction degree; fourthly, ensuring the sincerity service and improve the satisfaction degree of tourists; lastly, increasing tourists’value perception and satisfaction with individual services.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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