Study On The Effect Of Scenic Spot Service Recovery On Tourist Behavior Intention Based On Perceived Faieness

The competition between the scenic spots in our country is increasing day by day,in order to attract and retain more tourists,scenic area managers continue to explore a variety of ways and means.In the tourism activities,tourists are more and more pursuit of their own experience and value to meet their own specific needs of psychological experience.Therefore,the quality of service of scenic area affects the perception of tourists and the overall evaluation of the scenic spot.However,due to the continuous increase in the demand of our country's tourism market,insufficient level of service area,frequent service failure phenomenon,coupled with the rise of Internet media,negative events area spread rapidly,resulting in scenic spots to form a bad social image.This eventually led to the loss of a large number of tourists.Service failure is inevitable,in order to win the loyalty of tourists,scenic areas need to pay attention to the important role of service recovery.Under this background,firstly,this paper reviews the theoretical basis of this study and the domestic and foreign scholars' research literature on service recovery,perceived justice and customer behavior intention,then we us a sense of fairness as the intermediary variable to build the relationship model of the influence of the scenic spot service recovery on the behavior intention of tourists,and put forward the relevant research hypothesis,as well as set the measure of the relevant variables.Secondly,in view of the research emphasis,this paper has carried on the questionnaire design and the release;finally it recovered the effective questionnaire 232,by using the SPSS 19.0 to carry on the empirical analysis,it obtains the following conclusion:(1)The service recovery of scenic spot has a positive effect on perceived justice.Among them,the tangible compensation has a significant impact on the result fairness;the procedural justice has a significant impact on the response speed;the apology and remedial initiative has a significant impact on the interactive justice.(2)Perceived justice has a positive impact on tourists' behavior intention.In terms of the degree of influence,the interactional justice influence on revisiting intention is the largest,and then the result fairness.Procedural fairness has the least impact.The interactional justice influence on word-of-mouth intention is the largest,and then the procedural fairness.Result fairness has the least impact.(3)Perceived justice plays an intermediary role in the relationship between service recovery and tourist behavior intention.Among them,the result of fairness and procedural fairness played a full intermediary role;interactive fair played a part of the intermediary role.Finally,based on the research conclusions,this paper puts forward some suggestions on the management of scenic spot service recovery,Include paying more attention to tangible compensation,improving the response speed and strengthening the communication with visitors as well as the fairness of service recovery,in order to reduce the loss of tourists,attract and retain more tourists,This provides a reference for the long-term development of scenic spots.