A Study On The Influence Of Tourism Contract Implementation On Tourist Satisfaction

Tourism contract violation has been the focus of tourism complaint in recent years. The Travel agencies provide their service without according to the contract items, which has been one of the main reasons that lead to tourist dissatisfaction. Today the competition between travel agencies has focused on the service quality. For travel agencies, the first thing to do to win tourist satisfaction is improving tourism contract implementation in an all-round way, which can help to enhance service quality and tourist satisfaction. So it's especially important to study on the influence of tourism contract implementation on tourist satisfaction.Taking tourists who once used full-package tourism of travel agencies as study object, the author have a study on tourist satisfaction from the point of view of tourism contract implementation. Firstly the author reviews the literature and research of tourism contract and tourist satisfaction, then analyzes and summarizes the key elements of tourism contract implementation. Secondly the paper makes questionnaire investigation based on SERVQUAL to find the influence of tourism contract implementation on tourist satisfaction. The innovative points of this study are as follows:1,Studies the relationship between the key elements of tourism contract implementation and tourist satisfaction on the basis of demonstration, and points out the reason of the deficiency of tourism contract implementation.2,Analyzes the key elements of tourism contract implementation, finds that tour guide's abilities can give a great influence on tourist's perception to service quality and tourism contract implementation is all-important to achieve tourist satisfaction. 3,Compares and analyzes the various group of tourist's perception, finds that experienced tourists pay greater attention to contract implementation than less-experienced tourists.According to the results, this paper puts forward some marketing suggestions such as improving contract implementation, enhancing tour guide's abilities, understanding and managing tourist's expectation, carrying out various strategies to various group of tourist.All these results may be found helpful for travel agency to understand tourists' expectation and perception, the influence of tourism contract implementation on tourist satisfaction, various group of tourist's perception to tourism contract implementation, and to make effective marketing strategies. At the same time, these results can be wished to provide some reference for Chinese travel agencies to enhance tourist satisfaction.