Study On The Influence Of The Travel Agency's Chengxin To Tourists Perceived Value, Satisfaction And Behavior Intention

In this study we attempted to compile the Questionnaire of Travel Agency's Chengxin, Exploratory Factor Analysis and Confirmatory Factor Analysis were performed to test the structure of this questionnaire. The Questionnaire of Travel Agency's Chengxin is adopting to measure the Travel Agency's Chengxin with clear structure, favorable reliability and validity.In order to study the effect of the Travel Agency's Chengxin, we introduced three variables of consumers'psychology: Perceived Value, Satisfaction and Behavior Intention of tourists, which are studied by lots of foreign pursuers. The mature Questionnaires are used to measure these three variables.A survey of 771 tourists of three travel agencies in Suzhou was conducted, the finding of this survey suggested: The travel agencies'Chengxin in Suzhou were in a high level. The most dis-Chengxin is the cicerone's service, and then the drumbeating. The most Chengxin is the charge of the Travel Agency to the tourists. At the meanwhile, we discovered that the Satisfaction of the tourists to the Travel Agency were in a high level, too. The most satisfaction factor is the transportation, while the meals and accommodation are the most dis-satisfaction factors.An AMOS analysis was performed to construct a model of Travel Agency's Chengxin with a data set consisting of 383 tourists, and then use another data set consisting of 388 tourists to retest it. Both of the data support the model of two-medi model. Five conclusions we can draw from the modal are: Firstly, Perceived Value of tourists is strongly affected directly and positively by Perceived Travel Agency's Chengxin. Secondly, Stisfaction of tourists is affected directly and indirectly by the Travel Agency's...