A Study On The Influencing Factors Of Tourist-to-tourist Interaction In Travel Agency Team And Its Relationship With Tourist Satisfaction

In the study of tourism experience,scholars have always attached importance to the tourists'perception of viewing scenery,namely the relationship between people and objects.However,there should be a relationship between people and people in the tourism world.The social relationship among tourists is a new perspective in the field of tourism.In the tourism services,tourists not only contact with service personnel,but also be affected by other tourists who are of great appeal.In the process of tourism,tourists inevitably interact with other tourists through language,behavior,expression and other aspects.The quality of the tourist-to-tourist interaction affects the perception of tourists,and then the overall satisfaction of tourists.This study focuses on the theme of the influencing factors of tourist-to-tourist interaction and its relationship with satisfaction,aiming at revealing the differences of the main influencing factors' impact on each dimension of interaction and the impact of tourist-to-tourist interaction on the satisfaction of tourists basing on a more microcosmic level,in order to provide the corresponding theoretical guidance and reference implementation path for the marketing practice of tourism enterprises.Based on the analysis of the realistic background and theoretical background of the research,this paper puts forward the research questions and points out research direction through the literature review of customer-to-customer interaction in the relationship marketing,the tourist-to-tourist interaction and the tourist satisfaction.The main body of this paper adopts the combination of exploratory and empirical research.Taking the tourist group of the travel agency as the research object,this paper conducts a qualitative exploration of the influencing factors thlough the grounded theory and summarizes the structural dimensions of tourist-to-tourist interaction through the critical incident technology.There are two main contents of empirical research.The first one is to clarify the degree of the impact of various influencing factors on the each dimension of interaction.The paper establishes the theoretical model of the influence of interactive influencing factors on interactive dimensions based on the conclusion of qualitative research and related theory,then the formal questionnaire and formal investigation were established through questionnaire design,pre-investigation and reliability and validity analysis.And next,the structural equation model is established to test coefficient of each influencing path.The second empirical research analyzes the relationship of tourists' interaction and tourists' satisfaction,then constructs the theoretical model of the effect of tourists' interaction on tourists' satisfaction from the new point that the team identity is a regulatory and tests the correlation hypothesis by multiple regression analysis.Finally,it gives some advices for the tourism enterprises to identify the influencing factors of tourist-to-tourist interaction and to formulate management strategy of the relationship between tourists.Through the above research,this paper comes to some conclusions.Firstly,active interaction ability,heterogeneity among tourists,emotional support,functional support and perceived spatial crowding are the important factors that affect the tourist-to-tourist interaction.From the point of view that the central tourists and other tourists have communication and mutual influence,the dimensions of interaction among tourists can be grouped into four categories:attraction and communication,interference and exclusion,behavioral assistance and relationship development.Secondly,there are differences in the degree of effects of interactional influencing factors on interactive dimensions.Active interaction ability has significant positive effects on the four dimensions of tourist-to-tourist interaction.Heterogeneity and perceived spatial crowding have significant negative impact on attraction and communication,behavioral assistance and relationship development which are the three positive interaction dimensions,while they have significant positive impact on interference and exclusion which is the negative interaction dimension.Emotional support and functional support have a significant positive impact on attraction and communication while a significant negative impact on interference and exclusion,but they don't have the insignificant impact on behavioral assistance and relationship development which are the two high levels of positive interaction.Thirdly,the four dimensions of tourist-to-tourist interaction have a significant effect on tourist satisfaction.While among the positive effects of attraction and communication,behavioral assistance and relationship development on tourist satisfaction,the adjustment of team identity is not significant,but the team identity inhibit the negative effects of interference and exclusion on visitor satisfaction.There are four academic innovation of the research.Firstly,the interviewing records of team tourists are sumlarized by three-level code of grounded theory and the five factors that influence the tourist-to-tourist interaction are concluded from the perspective of self?factors,organization and environment,which are active interaction ability,heterogeneity among tourists,emotional support,functional support and perceived spatial crowding.Secondly,this study classifies the interaction focusing on the psychological perception and behavioral responses of central tourists to other visitors in the interaction.The paper uses the critical incident technology to obtain four dimensions of the content of the tourists' interaction and it includes 24 subcategories including attractions,exclusions and relationship development extends the classification of existing tourists' behavior.Thirdly,the paper establishes the theoretical model of the impacts from the interaction between tourists that influence interactive dimensions and finds that the there are differences of each path.Based on the conclusion of qualitative research and the theory of symbolic interaction,social support and emotional infection,this paper carries out theoretical deduction and suggests the relevant assumptions.Then the relationship of the influencing factors and interactive dimensions is clarified by the structural equation model.This paper enriches the tourism interaction and relationship marketing theory research.The conclusion of the study has practical effect on the management of relationship among tourists.Fourthly,the paper analyzes the influenced effect of the interaction on satisfaction from the new perspective of team identified adjustment effect.Combined with relevant theory,the theoretical model of the impact of tourist-to-tourist interaction on satisfaction is established by introducing the adjustment variable of team identify,and then run empirical tests over the relationship between interaction and satisfaction and the adjustment effect of team identity.This paper analyzes the effect of tourist-to-tourist interaction on tourist satisfaction from the perspective of the attribution of tourists and identity perception,the conclusion of the study makes a corresponding theoretical contribution to the theory of tourist satisfaction.