The Quality Of Travel Agency Services, Tourists Trust And Tourists Behavioral Tendencies An Empirical Study

With the increasing prosperity of China tourism in the fierce competition, the tour market is becoming extremely stormy. As the most active subject, travel agency, called tourism leader, have greatly pushed the development of tourism. They bring security to the building and operating of modern tourism. The tour quality apperceived by tourists is directly related to the service quality of travel agency. While, as the rapid development of tourism, the various tour issues has come out. A lot of complaint about tour is appearing in the newspaper. Chinese tourism is faced with a crisis of trust.The paper adopts the research approaches of theoretical derivation and demonstration, and illustrates the service quality of travel agency and its dimensionality, the trust of tourist to travel agency and its dimensionality separately.Through the review of document of service quality and trust, we divide the service quality into 5 dimensionalities and the trust into 3 dimensionalities. We define the service quality of travel agency as the balance between the expected service quality and the experienced one when tourists undertake tour. The trust of tourists to travel agency is defined as the tourists'confidence on the quality and reliability of service or products provided by travel agency. According to out understanding of trust, we view the building of trust as an antecedent of process-based trust.By means of practical investigation, we combined the research on documents of service quality, consumer trust and consumer behavior intention with the interview with managers, tourguides and tourists and then design a measuring scale about service quality of travel agency, tourist trust to travel agency and tourist behavior intention. We dealt with the survey data by the statistical software, analyzed and tested the influence of 5 dimensionalities of service quality on the every dimensionality of tourist trust one by one , the influence on the tourist behavior intention and the influence of 3 dimensionalities of tourist trust on tourist behavior intention. The result of the research shows that the tourists could evaluate the confidence on the travel agency through the 5 dimensionalities of service quality namely: tangibility empathy, assurance, responsiveness and reliability. And the reliability is the mostly influenced the tourist trust to travel agency and tourist intention. Additionally, all of the 3 dimensionalities of tourist trust could have a positive influence on tourist behavior intention, with the ability trust mostly influencing the tourist behavior intention.