Study On The Effect Of Tourists’ Psychological Empowerment To Tourists’ Fairness Perceptions And Satisfaction In Travel Agency’ Service Recovery

With the rapid growth of residents’income, mass tourism will continue to improve. Great demand of travel will promote the rapid development of the travel agency industry in our country. However, travel agencies face with good opportunity and huge difficulties:complaints from tourists continue to increase and grow year by year. The characteristics of travel agency products including invisibility produce synchronicity, heterogeneous, perishable etc, which makes service failure inevitability. Study on travel agency service recovery can not only enlarge Consume Behavior, the theory of the service marketing management, but also plays a guiding role in how travel agency dealing with service failures. In a word, it can give some constructive proposals for travel agencies’operation and management.Based on Fair model, this article introduces customer psychology empowerment (CPE) to travel agencies in the process of service recovery, according to the characteristics of the travel agency we defines tourists psychological empowerment (TPE).Using the method of structural equation model building model and testing. In order to understand the function of TPE in tourists’satisfaction, this paper also establishes TPE and tourists’satisfaction model. In addition, this paper has verified TPE effect tourists’satisfaction and tourists’fairness perceptions play intermediary role in the TPE and tourists’ satisfaction.The results of the empirical research consist of four parts. Firstly, TPE has a significant effect on service recovery fairness perceptions, but its three dimensions have different effect degree. Secondly, the three dimensions of TPE have different effect on tourists’satisfaction. Thirdly, tourists’fairness perceptions have significant positive effect on tourists’satisfaction. Finally, tourists’fairness perceptions play a significant intermediary role in the TPE and tourists’satisfaction.The existing literature about service recovery mainly concentrated in hotel industry, aviation industry, restaurant industry and online service industry. This combination of TPE and service recovery of travel agency is the perspective innovation of this paper. At the same time, the discussion of the effect of TPE to tourists’satisfaction can enrich fairness perceptions antecedent research and broaden the application of CPE, which is another innovation of this paper. Future research can focus on antecedent research which can help travel agencies to deal with service failure better or another field in different industry.