Research On The Relationship Between Sharing Economy Service Quality, Tourist Emotional Experience And Loyalty

The change of people's lifestyle contributes to the change of their consumption concepts in tourism,in which their demands are becoming more diversified and highly expected.Consequently,providing high qualified and tailor-making tourism services and product has been very significant for tourism operators.In recent years,the rapid development of internet technology results in the appearance of sharing economy whose effect on tourism leads to many new forms of tourism product and services.Due to the essential role of tourists' perception of tourism services,which has been one of the key factors influencing tourists' choices of tourism service during their trip,service quality is studied extensively by different scholars.However,nobody conducted service quality under sharing economy background,and the sharing economy service in tourism are influencing more and more people's travel choice and experience.Therefore,it is very necessary to conduct the study on sharing economy service quality in tourism and to explore the relations among sharing economy service quality,tourists' emotion experiences and tourists' loyalty.In order to explore their relation,firstly the author made questionnaire based on the semi-construct interview and literature reviews of service qualities,tourists' emotion experience and tourists' loyalty.Then a concept model among sharing economy service quality,emotion experience and tourists' loyalty was constructed.Thirdly,SPSS20.0 was applied to gain the exact dimensions of sharing economy service quality.In addition,AMOS21.0 was used for certifying the model among sharing economy service quality,emotional experience and tourists' loyalty.Based on those analyses above,the author made the final conclusions as following.(1)Sharing economy service quality is comprised by six dimensions—tangible quality,responsive quality,security and reliability quality,assurance quality,empathy quality and sharing quality.(2)Among the six dimensions,security and reliability quality has the greatest influence on sharing economy service quality;the next two are responsive quality and sharing quality;and the followings are tangible quality,assurance and empathy quality respectively.(3)In the relation model,sharing economy has positive effect on both positive emotion experience and negative emotion experience;although sharing economy service quality has direct influence on tourists' loyalty,its influence on loyalty is improved through the mediation effect of tourists' emotional experience.(4)In the relation between tourists' emotional experience and tourists' loyalty,both the positive and negative emotion have direct influence on tourists' loyalty.And the positive emotion has stronger influence on tourists' loyalty compared with the negative one.Based on the conclusion mentioned above,the author proposed the following suggestions.Firstly,to upgrade the accommodation facilities to assure the security and reliability quality;Secondly,creating close human relationship and environment to improve the responsive quality;In addition,establishing positive relationship between the master and the guest;what's more,pay attention to combine the characteristic culture with creativity factors in the tangible accommodation environment.Meanwhile,give more focus on tourists' emotional experience,especially the positive one,is significant to enhance tourists' loyalty.