Travel Agency Customer Complaints And Service Remedial Behavior Research

Tourism is a growth industry,as well as a national strategic pillar industry.The travel agency plays a role as bond and bridge among parties in the tourism market.In recent years,however,there is nothing new with travel agency' solution of tourists' grumble and complaints.How to improve the service quality of travel agency and to avoid tourists' complaints are focal points.Tourists' discontent and complaints about the travel agency are not only reflected in direct complaints we know,but also in some implicit complaints waiting for discovering.To solve the problem of tourist complaint effectively and efficiently,both explicit and implicit complaints are necessary to be seen.Therefore,researches of tourist complaint behavior is vital for the rapid and long-going development of the tourism industry in China.Firstly,this paper is a review of related literatures focusing on domestic and foreign tourists'complaints.It summarizes the topic from four aspects:Tourism service failure,customer complaint behavior,the influential factors of customer complaint behavior and service failure remedy.Based on the previous literature,this paper established "the relationship model between tourist behavior and its influencing factors" and raised some related hypothesizes.Accordingly,the paper used questionnaire survey method and interview method to do related empirical study,and used the descriptive statistics,principal component analysis,variance analysis,correlation analysis and multivariate linear regression equation to test the model and hypothesizes.Through the statistical analysis,three main conclusions were drawn:Tourists' complaining influential factors were extract into three common factor:attribution,probability to successfully get reimbursement,and the cost of complaint;Tourists' personal characteristics had little impact on complaining behavior,but situational factors had significant correlation with direct complaint and silent resistance;Tourists'personal factors affect tourists' evaluation and recognition of situational factors.Based on the empirical research results,the article also put forward referential suggestions and measures on how to prevent and ease tourist complaint,so as for the long-term development of tourism industry and on-going researches of tourists complaining behavior.