Research On Customer Satisfaction Based Tourism Marketing Innovation

With the rapid development and deep application of Cloud Computing,Mobile Internet and Internet of Things,the tourism industry has also got a quick development with tourism management innovation,tourism service innovation and tourism marketing innovation as its main development directions.Through literature review,we find that there is relatively few academic research on the impact mechanism between tourism marketing innovation and customer satisfaction,and there is a lack of theoretical guidance on the practical application of tourism marketing innovation.Based on this,this paper studies the theoretical path and practical application of the impact of tourism marketing innovation on customer satisfaction.At the theoretical level,the study mainly constructs the impact model and explores the impact path of tourism marketing innovation on customer satisfaction.In view of the theoretical path,through which tourism marketing innovation influences customer satisfaction with customer expectation as an intermediary variable,this study,at the application level,mainly focuses on realizing tourism marketing service innovation by carrying out tourism product recommendation for improving customers’ personalized expectation and attraction quality evaluation for improving customers’ quality expectation.Firstly,in order to explore the mechanism of the impact of tourism marketing innovation on customer satisfaction,this paper mainly analyses the theory development status of tourism marketing innovation and customer satisfaction at home and abroad,discusses the impact factors of tourism marketing innovation on customer satisfaction,and constructs the corresponding conceptual structure model.By performing empirical analysis based on questionnaire,this paper explores the impact path of tourism marketing innovation on customer satisfaction.The empirical results show that tourism marketing innovation has a positive influence on customer satisfaction with customer expectation,including customers’ personalized expectation,quality expectation,and uniqueness expectation,as an intermediary variable.Thus,customer satisfaction can be improved by improving customer expectation.Next,based on the above theoretical research results,the current study carries out innovative practice of tourism marketing by improving customers’ personalized expectation and quality expectation,so as to effectively improve customer satisfaction.Specifically,in order to enhance customers’ personalized expectation,which refers to customer’s expectation that tourism products meet their personalized needs,this paper carries out online tourism product recommendation research.In consideration of the problems of data sparsity and complexity in existing travel product recommendation methods,a new two-stage multi-factor aware method is proposed to realize personalized recommendation of travel products.In the verification stage,the applicability and validity of the proposed method for existing users and new users are tested based on real transaction data of a representative online travel agent.The results of the current study can help online travel agents provide personalized online travel products recommendation services for customers,improve customers’ personalized expectation,and effectively enhance customer satisfaction.In order to improve customers’ quality expectation,that is,customer expectation of having pleasant and high-quality tourism experience in attractions,this paper carries out the quality evaluation research of attraction.Aiming at the problems of limited data sources used and factors considered,and high analysis cost in exsiting evaluation methods,this paper puts forward a set of attraction quality evaluation system,and then establishes an attraction quality evaluation model.In the verification stage,the data are collected and analyzed by multi-source data acquisition and processing technology,which proves good evaluation effects of the model.While using quality evaluation system as a reference,this study can be used to help attraction managers develop quality-oriented offline marketing services which allow customers to choose according to needs and improve customers’ quality expectation,so as to effectively enhance customer satisfaction.The main innovations of the current study lie in the following three aspects:(1)the impact model of tourism marketing innovation on customer satisfaction is constructed.Based on the analysis of existing customer satisfaction models,this paper introduces the concept of tourism marketing innovation,takes customer perceived quality and perceived value as control variables,while customer expectation as an intermediary variable,and establishs the concept and construct model of the impact of tourism marketing innovation on customer satisfaction.On the basis of existing literature,this paper measures the innovation of tourism marketing from the latitudes of marketing product innovation,marketing service innovation and marketing channel innovation.Combining with the domestic tourism situation,the scenario design of the measurements of customers’ expectation concepts is carried out.The structural equation model is used to study the relations between the variables,and the specific parameter set is given to figure out the impact path of tourism marketing innovation on customer satisfaction,providing theoretical basis and model support for tourism marketing innovation practice.(2)based on the innovative marketing strategies of improving customer satisfaction by improving customers’ personalized expectation,this study proposes a two-stage multi-factor recommendation method for personalized online tourism product recommendation.And based on this recommendation system,the recommendation process can be divided into two stages,that is,thematic recommendation and product recommendation.Considering concurrently personal preference,social preference and seasonal factors,we propose a two-stage multi-factor tourism product recommendation algorithm based on singular value decomposition and userbased collaborative filtering methods,which can effectively solve the problems of data complexity and sparsity in multi-source heterogeneous data,improve the accuracy and novelty of personalized recommendation,and help online travel agents develop personalized tourism product marketing services.(3)based on the innovative marketing strategies of improving customer satisfaction by improving customers’ quality expectation,the current study carries out a quality evaluation research by integrating internal and external factors of attractions,which provides guidance for attrctions to develop quality-oriented offline marketing services.Considering factors including economic indicators,tour experience,traffic accessibility,infrastructure completeness,and public opinions of attractions,we develop a new framework and construct a corresponding model for quality evaluation of attractions.We use web crawlers to obtain multi-source heterogeneous data of attrctions at low cost.And we apply principal component analysis and factor analysis to derive the weights of evaluation indexes.The model improves the objectivity and effectiveness of scenic area evaluation,and helps managers develop quality-oriented offline marketing services with the quality evaluation system to satisfy customers’ personalized demands.