The Study On The Influence Of Tourism Supply Chain Management To Tourists Recommendation And Willingness To Pay

It is requires that tourism to be able to quick respond in the changing environment because of the economic globalization and the rapid development of information technology.The tourism enterprises,government departments and the relevant industry should strengthen cooperation and contact,form complete supply chain system,improve the market competition ability.As the same time,the current tourism consumption market turned the seller market to the buyer, tourists pay more attention to the value of the products, and tourist demand also turn to personalized and diversified development trend gradually.In order to improve the market competition in the background of the economic globalization and the rapid development of information technology,tourism enterprises, government departments and the relevant industry form complete supply chain system to strengthen cooperation and contact in the changing environment. At the same time, the current tourism consumption market also turned to the buyer by the seller market market, tourists pay more attention to the value of the products, tourists demand gradually turn to personalized and diversified, therefore, in order to meet the market demand, tourism enterprises must produce the high added value products. This put forward the tourism scenic spot to the new challenges, the tourism supply chain management mode provide a new way to solve the problem.Based on the empirical analysis methods, the author construct a conceptual model about internal relations of tourism supply chain management and satisfaction, intention to recommend,willingness to pay more based on the research results of previous researches.The authors launched questionnaires taking the residents in East Lake as an example,using questionnaire survey and interview survey, using factor analysis,reliability analysis,correlation analysis, Structure equation model analysis of SPSS11.5&AMOS17.0,and gets three conclusions:First,through the exploratory factor analysis,the variables can be divided into four categories:the tourist market and information management factor, tourism hardware and software facilities supply factor, tourism environment and resource management factor, tourism commodity supply factorSecond,through construct model and analysis found that when tourists feel the scenic spot has good tourism supply chain management,they will have high satisfaction, and want to recommend, pay more. What more, tourist market and information management factor have positive effect on intention to recommend, tourism commodity supply factor have positive effect on willingness to pay more.Third, Most of the personal perceptions and satisfaction, intention to recommend,willingness to pay more do not have significant differences. Finally,this paper gives the corresponding management strategies based on the findings.