The Effect Of Tourist Satisfaction On Tourist Loyalty Under Cooperative Marketing

As a result of the acceleration of economic globalization process and the fierce competition in the market,it is difficult for the enterprises to rely on their own single product and brand to face kinds of challenges.As a mode of win and win,collaborative marketing can help enterprises to take advantage of parterner’s superior resources to cover their shortage,this mode is respected by more and more enterprises. However,collaborative marketing is a double-edged sword,if implemented properly,it will not only bring benefits and save cost for the enterprise,but also help customers to enjoy high-quality products and service,get high satisfaction,and finally get high loyalty;if not,the enterprise’s market share will not be promoted,what’s more,they even may lost their original ones,their faithful customers and potential customers.According to the customers’ view, study and summarize related literature,combining with the characteristics of collaborative marketing,basing on the tourism market of Yun Nan province,analyse the process of customers’ satisfaction influencing on customers’ loyalty;In this paper,customers’ satisfaction was divided into seven parts: hotel and transportation value、environment value of scene district、attitude value of scene district、entertainment value of scene district、service value of travel agency、catering and shopping value、collaborative scene district value; Set revisit willingness and revisit behavior as two variable factors of customers’ loyalty;according to empirical analysis,find out the strong factors influencing customers’ satisfaction and customers’ loyalty,and give some rationalization proposals.The first chapter of this paper was consisted of research background 、significance 、 the current situation of Yun Nan tourism market development 、research ideas and methods 、innovation points;the second chapter gives statements and analysis on collaborative marketing、bundling sale、customers’ satisfaction and customers’ loyalty,the analysis is including the concept、the classification 、thepremise and driving factors;the third chapter set the multidimensional variable and build the theoretical model,get original data in the use of questionnaire survey,make theoretical preparation for empirical analysis.the fourth chapter use spss software to carry out demonstration study on this theoretical model,including sample statistics 、 descriptive statisties,reliability and validity analysis,correlation and regression analysis.basing on theoretical model and empirical analysis,draw conclusion and give some suggestions,finally analyse the research’s shortage,and propose the directions for future research.In a word,combining with the characteristics of collaborative marketing,basing on the tourism market of Yun Nan province,research on customers’ satisfaction influencing on customers’ loyalty,expands the related subject’s research, make innovation in theories,in the same time,it can help collaborative scene district to change the marketing strategy in the benefit of this paper’s conclusion,and get win-win in the last.