China's Travel Buying Behavior Based On Relationship Marketing Research

Travel agency, Hotel and Tourism transportation are three underpinnings of Tourism Industry. Travel agency is pioneer of tourism Industry, and it combines all the elements such as eating, accommodation, transportation, visiting, shopping and entertainment. It is the principal part of Tourism Industry and plays extremely important role in the development of the industry.Compared to foreign travel agency, Chinese travel agency is small, separated, weak and not strong. As the entrance of WTO, many foreign travel agencies are ready to enter China. As a result, researches in travel agency are urgent and also meaningful. Till now, scholars pay more emphasis on researches in hotel but pay little concern on the research of travel agency.Derivation of Relationship Marketing is based on the fact that the costs of gaining new customers are much higher than that of keeping the old customers. Wise marketer always tries to form long-term, inter-trusted and inter-profited relationship with customers, distributors, dealers, suppliers and etc. It calls for fair price, high-quality product and service, and meanwhile all parties should enhance relation and communication in many aspects such as economics, technology and society. Inter-trust and understanding between both parties will benefit long-term cooperation and will strongly cut the exchange costs and exchange time.In the tourism chain, travel agency connects suppliers and tourists. They communicate directly with tourists; understand the needs of tourists;...