Research On Relationship Between Tourist Switch/Exit Behavior And Damages To Tourist Interest In Traveling Shopping

Since reform and opening up, tourism in China has been further developed. And it has become one of the new economic growth points in national economic sectors. The World Tourism Organization forecasts that China will become the world's largest tourist reception country and the fourth largest tourist export country by 2020. Traveling shopping as an important part of tourism also accelerates the development of economic of all countries. However, compared to the developed countries, the share of tourism shopping in our country is far below. In the future, an important task in tourism is to increase traveling shopping revenue.At present, there is a hidden contractual relationship which consists of tour guides, travel agencies, shops and tourists in package tour. Tourists want to buy inexpensive and high quality souvenirs. Tour guides want to get some extra income. Shops try their best to get more profits. Travel agents regard the rebate from shops as one source of its profits. This hidden contract relationship makes the tourists face various risks in the course of travel, and it also makes them dissatisfied to the commodity they bought and tour guide's service. At last the damages to tourist interest in traveling shopping appeared. In recent years most of the complaints in tourism focused on traveling shopping.However, research on traveling shopping is still on the analysis of complaining reasons and tourist commodity improvements. Not enough attention was paid to the choice of travel agents because of the dissatisfaction with commodity and tour guide. This thesis analyses the relationship between tourist switch/exit behavior and damages to tourist interest in traveling shopping. To some extent, it can help travel agencies to change the existing business model, reduce shopping risk in tourism, and increase shopping revenue. The full text is divided into five parts:The first part is literature review. It discussed domestic and foreign shopping behavior in tourism and analyzed the relationship of consumer satisfaction, complaint and switch/exit behavior.The second part deals with the theory of this thesis, that is traveling shopping, damages to tourist interest in traveling shopping, customer complaint and customer switch/exit.The third part of this thesis discussed the methodology and the research assumptions, designed questionnaire, and determined the sample size.The forth part analyzed the data, and get the model of this thesis.According to the model, the last part put forward the main conclusion, and pointed out the practical significance, study limitations and future research directions.