The Tourism Hub Of Service Quality, Customer Satisfaction And Behavioral Intentions Research

Lately, in the area of Yangtze River Delta, governments have set up tourist center in order to make trips convenient for independent tourists, upgrading urban tourism image , increasing the competitiveness of cities and joining into the regional tourism economic cooperation. But the percentage of independent tourists who used tourist center to go to a journey was not high. Because its main function is to provide service for independent tourists, quality of service that customers expect to reach the level is the most important work for the service. Therefore, taking the construction of independent tourists as the research object ,this paper investigate quality of servic ,satisfaction of independent tourists and behavior intention of independent tourists on the basis of analysing characteristics of tourist center services.Finally, the paper will give some suggestions to improve the services and functions of the tourist center.On the basis of studying overview of the theoretical, this paper makes actual interviews and questionnaires. This paper makes use of SPSS11.5 to Analyse 228 effective questionnaires which getfrom 378 questionnaires distributed 36 coaches in 20 tourist routes . The mian Conclusion are as follows:1. Mainly based upon SERVQUAL and PZB service quality evaluation framework, this study founds the checklist to examine the service quality of the tourist center. This checklist includes the six facets and 24 survey items. The six facets are "Tangible", "Reliability", "Empathy", "Responsiveness", " Assurance" and " Convenience".2 .There is significant difference between users' expectation and perception of tourist center.Tourist center can enhance service quality by improving all the items, particularly those worse.3. Demographic variables and user cognitive level of the six facets;demographic variables and satisfaction of independent tourists;demographic variables and iehavior intention of independent tourists were statistically significant, respectively, the manager must take pertinent actions to reinforce service quality and independent tourists' satisfaction.4. "Responsiveness" and "Assurance" play a larger role to the satisfaction of independent tourists. "Responsiveness" and "Empathy" have a greater contributions for behavior intention of independent tourists .Tourist center can thus take pertinent actions to reinforce service quality and independent tourists ' satisfaction according to the priority.5. The behavior intention is impacted service quality , independent tourists satisfaction and attractiveness of alternatives. Service quality not olny makes a direct role, but also play a indirect role . Attractiveness of alternatives don't interact with behavior intention and satisfaction.