The Study Of The Relationship Between Travel Agency's Service Quality And Tourist's Perceived Value, Tourist's Satisfaction, Tourist's Behavioral

The Chinese government has issued the "State Council on Accelerating the development of the tourism industry"in the year of 2009, proposed explicitly the strategic target that our country will be the major tourist destination in the world which transforms to the great tourism power. For a long time the bottleneck that affect our tourism development is the service quality of the travel agencies, the psychological activity and behavior of the tourist's perceived value and tourist's satisfaction of the visitors who as the mental activities and behavior like the satisfaction and degree of perceptive value of tourists as the agent of traveling has already be regarded as crucial factors to the enhancement of the quality of service offered by a travel agency.This paper starts with the service quality of travel agency that visitors travel tourists perceived, carries out an empirical study on service of travel agency in Wuhan area, and explores the relationship among the service of tourist travel agencies, tourist's perceived value, tourist's satisfaction and behavioral intentions. Adopts methods of literature review, questionnaire survey and statistical analysis, by T-test, variance analysis, regression analysis and structural equation modeling and other statistical results showed that: firstly, the travel agency's overall tourism services and tourists perceived value, satisfaction and between behavioral intentions were positively correlated. Secondly, the specific travel service of the travel agency in food, accommodation, transportation, travel, entertainment, shopping aspects, in addition to entertainment arrangements, the other five aspects play the more important role of the perceived value to visitors. Thirdly, accommodation, food arrangements, shopping arrangements have the higher impact on tourists' satisfaction. Fourthly, travel arrangements, accommodation, food arrangements and tourist shopping arrangements have significantly predict to tourists' behavioral intentions, other factors have no notable effect to the forecast. Fifthly, in addition to the direct effects, the tourism services on the one hand through the visitor's satisfaction effects the visitor's behavior intentions, at the same time, through perceived value effects the visitor's satisfaction, thereby, play an impact on visitor's behavior intention.There are two main innovations of this paper: on the first point, explicates the microcosmic relation among tourist service quality of the travel agencies and perceived value, satisfaction and behavioral intentions for tourists'psychological variables in a comprehensive and in-depth way for the first time. On the second point, explores the relationship between the four models, and found that when tourists'perceived value, satisfaction and behavioral intentions linked to quality of service, the relationship between them changed very notable, the perceived value effects on the behavior intention decreases, the state became to indistinctively, while the perceived value of tourists'travel satisfaction is the complete intermediary agent between tourist's perceived value and behavioral intentions.Through the results of this study suggests that besides a strong marketing on tourist attractions and improve service level of the travel agency staffs, in the mean time should be particularly strengthened the research on perceived value, satisfaction and behavioral intentions, in order to promote tourism in our country developed in a rapid and healthy way.