Research On Website E-service Quality Of Scenic Area:the Perspective Of Customer Satisfaction And Behavior Intention

With the rapid development of tourism e-business and the personalization of the ways of travelling, more and more tourists begin to seek for supports from Website for their travelling.Scenic area website has already been a vital tool as market promotion. And it can help with network marketing greatly.From literature review, the research on tourism website has attracted fair attentions by academics and business. Nevertheless, relevant research focusing on Scenic Area Website is lack, which indicates that more and further researches in this field are badly needed.Through literature review, interview with customer, expert consultation and questionnaire investigation, this paper, based on the models of SERVQUAL and E-SERVQUAL, explores the inner mechanism of how the factors of scenic area website’s e-service impact customer satisfaction and further their behavior intention.A model explaining the factors that affect the service quality of scenic area website is raised in this paper. Empirical research proves that factors such as easy to use the website, tangibility, quality of the information, responsiveness, reliability, and empathy affect the quality of scenic area website. Of all the factors above, quality of the information and empathy affect website quality most significantly.Reliability, empathy and quality of the information influence customer satisfaction. Meanwhile perceived service quality affects customer satisfaction and intention to travel. Furthermore customer satisfaction significantly affects word of mouth and intention to travel.