Public Perception Of Corporate Social Responsibility Of The Travel Agent And Its Impact On The Purchase Intention

In recent years, a series of questions come up because of the economicglobalization, and social responsibility is becoming the focus of the international anddomestic’ attention.. In China, tourism plays an important role in the nationaleconomy, and it makes a great contribution in promoting employment, stimulatingeconomic development. But at present, tourism exposes many problems, such asbuying or selling by force, destroying the environment, these destroy the image of theenterprise seriously. Thus this paper makes the travel agency as the research object,and does research on the corporate social responsibility of tourism public relationshipbetween perception and purchase intention, striving to draw on useful conclusion tohow to perform the social responsibility of the tourism in China.On basis of the survey data, this article uses the SPSS17.0software to analyze thedata of the questionnaire, and carries out the descriptive statistics analysis, factorsanalysis, analysis of variance, correlation analysis and regression analysis. This articleanalyze the public of different gender, age, education and income corporate socialresponsibility in tourism perception differences on the basis of classifying thevariables, and to test of correlation between the public awareness of travel agenciessocial responsibility and purchase intention. The results confirmed that there are somedifferences in public of different degrees in the social responsibility awareness oftourism enterprises; there was a positive correlation between public awareness oftourism enterprises’ social responsibility and purchase willingness, employees,community and environmental, customers’ responsibility of tourism enterprisessignificantly influence the purchase willingness, the Perception of customerresponsibility has the greatest impact on the purchase intention.