The Impact Study Of Tourism Purchase Decision Involvement To Tourism Regret

With the rapid development of tourism industry, tourism service level is being improvedgradually, tourism information construction is also being promoted and perfected, and touristsare becoming more and more mature and rational. But limited to the development of tourismindustry, there are still many problems, and tourism regret phenomenons still occur frequently.As is known, there are many factors that can make tourists feel regret, of which the level oftourism product and service is the most common and familiar. It directly affects tourists’tourism experience effect, therefore tourism service providers try their best to offer goodproduct and service to meet tourists’ needs and avoid or reduce tourism regret phenomenons.Well, whether should tourists themselves be responsible for tourism regret? To answer thisquestion, we need to, from the angle of tourism decision, research whether tourists’decision-making behaviors affect tourism regret and how to affect. Therefore, this paper try toexplore the relationship between tourism purchase decision involvement and tourism regretfrom the angle of decision involvement.This paper adopts literature review, interviewing survey, questionnaire survey andstatistical analysis as its research methods. Firstly, based on the previous theoretical studies, itconstructed a tourism regret model related to decision-making, and a study framework oftourism purchase decision involvement influence to tourism regret. Then this paper usedSPSS17.0to analyze314questionnaires. Through factor analysis, results showed: tourismpurchase decision involvement contains five factors: correlation/importance, risk probability,interest/pleasure, risk importance and sign value; tourism regret related to decision-makingcontains two factors: tourism decision-making result regret and tourism decision-makingprocess regret. Through correlation analysis, regression analysis and variance analysis, theresults showed: a) It is negative correlation relationship between tourism purchase decisioninvolvement and tourism regret; b) Correlation/importance, risk probability and riskimportance have obvious negative influence to tourism regret, of which risk probability is thebiggest. c) For different tourists at gender, occupation and year tourism times, their tourismpurchase decision involvement degree is different.According to the results, combining the practice of tourism development, this paper puts forward tourism development suggestions from four aspects: a) suggesting and guidingtourists to improve their tourism purchase decision involvement degree. b) Tourismdestination should try their best to improve tourism product and service through staff training,quality supervision, service innovation and so on. c) under the leadership and supervision ofcorrelated management departments, strengthening tourism information construction, andmaking sure that searching tourism information is convenient and true. d) putting forwardtourism decision involvement marketing strategy, offering different product and service todifferent tourists according to different tourism decision involvement degree.