A Study On Fit Travel Experience Quality Based On Tourism Supply Chain

With economic development and improved people’s living standard, tourism has become an indispensable part of people’s daily life and one of the most dynamic and potential industries in the 21st century. Tourism industry is also changing tremendously under such circumstance. No matter enterprises or tourists are entering to a new era and pressing ahead among twists and turns. Nowadays, visitors are no longer content with desultory group tour which has unified travelling line and fixed time, and the basic service provided by commodities. They began to favor a free and less time limited personalized tourism and more care about the travel experience within the process of tourism consumption, and the dependence with travel agency by tourist is weakening.FIT era of tourism has quietly come, which will brings both opportunities and challenges for the development of tourism. How to stand up with challenges and seize the opportunities is of vital importance. It’ll matters the sound, sustainable and fast development of future tourism industry. At the same time, we need to take measures to respond to the shock by individual tourists and strengthen our capability to accommodate them. Improving the FIT reception capacity and the individual tourism quality is an important standard to evaluate the development of a country or a regional area at present and the years to come. The traditional tourism supply chain management model has been difficult to meet FIT’s demand because of their decentralized and personalized travel need, and they are pursuing more travel experience so on. These changes are bound to bring the same effect on the tourism supply chain. In this situation, we should seek new tourism supply chain to enhance the competitiveness of enterprises, to better serve the individual, and to improve individual quality of experience. So the study on the experience quality of FIT travel from the perspective of the supply chain has great theoretical and practical significance. On the basis of service supply chain theory, this study researches taking Hangzhou city as an example in depth which using the qualitative and quantitative research methods.This paper starts from the perspective of tourism supply chain, firstly, based on the study on tourism supply chain, individual tourists as well as articles of tourist experience quality, it combs operational mode of tourism supply chain and proposes a new operational mode. Secondly, refining affecting factors of FIT’s experience quality so as to establish an evaluation index system of individual travel experienc-e quality. Thirdly, we designs a questionnaire according to the content involved in the evaluation index system of tourist experience quality. Then we make empirical study by questionnaire research and field interviews, and make data processing and analyzing by SPSS. We find that individual tourists are not satisfied with services provided by the major member of tourism supply chain. By analyzing the major member of tourism supply chain can improve their services with more targeted and provide a special trip for every individual tourists.Compared to the existing study of tourist experience quality, the main innovation of this study is that it proposes a new research perspective and establishes mode of tourism supply chain, and based on that we built an evaluation index system of tourist experience quality. The managerial inspiration we obtained by empirical research will not only make up deficiency of past research but also make our study creative. From the perspective of supply chain, this paper studies tourist experience quality and expects to play a guide role in improving the tourist experience quality.