The Research On The Attribution And Behavioral Intention When Tourists Encounter A Service Failure In Travel Agency

The industry of Travel Agency in China has been growing in magnitude along with the development of China's tourism industry whether in the quantity of practitioners or the scale of the industry. Be the end of 2008, a total of 20,110 travel agencies in China including 1970 international travel agency and 18,140 domestic travel agency. Because of the speciality of their service the services of travel agency has two categorie.The one is directed-Services including the service of information, tour guides,accompany or booking service.The other one is indirected-services including accommodation, catering, transportation, shopping, scenic services and so on. Indirected-services has big part of the sevice of travel agency which has been under limited control. The attribution and behavioral intentions are different from the features of the general service industry when they encounter a service failure which is the core issue of this study.In addition we draw the relationship quality as a variables into the process of tourists'attribution which is in an attempt to examine whether the relationship quality of tourists and indirected attribution to behavioral intentions after service failures have significantly different or not. In this paper, on the basis of literature review we determine the dimensions of the variables and methods of measurement, using questionnaire survey data collection and using SPSS 16.0 software for data analysis.It is 160 questionnaires were distributed,134 were recovered, recovery 83.75%,5 copies of waste paper,129 valid questionnaires, the effective recovery rate of 80.63%. And, the main conclusions are these:Different types of service failure has different impact on the indirected-attribution. Among this process, Most visitors will attribute the duty to directed-service providers or travel agents.Most importantly tourists tends to blame the travel agency when they suffered to serious service failure.The quality of the relationship have a significant impact on the indirected-attribution of tourists (of belonging, stability, controllability) The judgement of male are higher than women both on stability and controllability which shows that men prefer to attribute the duty to to travel agents or directed at service providers than women. Moreover, gender differences have no significant impact on the attribution, controllability and stability.On the aspect of the belongings,31-40-year-old visitor has the highest average, visitors over the age of 50 has the lowest average of belonging. The person which age is under 20, age among 21-30,41-50-year-old one has significant differences of belonging. On the aspect of stability visitors over the age of 50 has the highest Mean while 41-50-year-old people show the maximum Mean on controllability.Moreover, visitors of all ages has no significant difference on attribution.According to the conclusion, this study proposes three aspects of management of construction, including, how to prevent and deal with serious results of mistakes, improve the quality of relationships.