A Study On The Impact Of Customer Interaction On Customer Satisfaction In Tourism Virtual Community

The birth of the Internet has broken the traditional interactive mode of relationship marketing,and the deep combination of tourism enterprises and the Internet has evolved a new type of online tourism industry.In this scenario,as a multi-party interactive network platform set up by online tourism industry,tourism virtual community has accumulated a lot of popularity with the functions of tourism information query,tourism product purchase and interactive communication between related parties,which is a powerful new engine to promote the development of tourism industry.The customer interaction of tourism virtual community includes three kinds of interactive contents:the interaction between customers and tourism websites,the interaction between customers and tourism businesses,and the interaction between tourism customers.Through the interactive communication,customers perceive the rich and vivid information content and warm and harmonious social environment of the tourism virtual community,and at the same time,shorten the physical distance and psychological distance between customers and each related party,which has a certain impact on the customer satisfaction of the tourism virtual community.Based on the characteristics of the tourism virtual community,based on the S-O-R theory model and Attitude theory model,this study corresponds customer interaction to external stimulus sources,online presence to the organism,customer satisfaction to response elements,and proposes customer interaction through the online presence The research hypothesis that sensory mediating influences customer satisfaction.Through the issue and recovery of 272 valid formal questionnaires,the online presence mediation effect test and structural equation model verification were performed in order.The conclusions are finally obtained:(1)Customer interaction has a positive impact on customer satisfaction.The impact of customer-customer interaction on customer satisfaction is slightly higher than customer-website interaction and customer-business interaction;(2)Customer interaction has a positive impact on the online presence.Among them,the impact of customer-website interaction on spatial presence is slightly higher than that of customer-business interaction,customer-customer interaction;customer-business interaction affects social presence more than customer-website interaction,customer-customer interaction.(3)The online presence has a positive impact on customer satisfaction,and the impact of spatial presence on customer satisfaction is slightly higher than that of social presenceThe innovation focus of this study is to open a new path from customer interaction to customer satisfaction by introducing online presence as an intermediary variable.In the tourism virtual community with a good sense of online presence,the interaction between customers and tourism websites is more likely to cause customers' sense of spatial presence.Customers can be smoothly introduced into the perception of real tourism scenes and tourism products,and the physical distance between customers and tourism destinations and tourism products can be shortened.At the same time,the interaction between customers and tourism businesses is more likely to cause customers' sense of social presence,make customers feel the social experience of communication with people,shorten the psychological distance between customers and tourism businesses,and bring customers a better sense of using experience.It is beneficial to improve the satisfaction of customers to the virtual tourism community,enhance the competitiveness of online tourism enterprises,and provide direction for the long-term development of the virtual tourism community.