Research On The Relationship Between Tourist Experience And Positive Word-of-mouth Motivation

Good wine needs no bush. In the embryonic period of business, the product information is disseminated by customers in a mouth to mouth way. With the rapid economic development and increased information spreading source, word of mouth becomes more and more influential. As an informal and non-commercial interpersonal communication, word of mouth can win the audience’trust. Compared with TV and newspaper, word of mouth has a greater influence on customers’decision making. It can reduce the transaction costs and risks caused by information asymmetry. When customer decide to purchase services products, especially tourism products, the intangible nature of service products, the simultaneous of production and consumption led to higher risk. So that consumers will gather information to reduce risks by word of mouth. Word of mouth will affect not only consumers, but also affect producers. It can reduce marketing costs, and establish the company’s brand image. Many companies also realize that "a satisfied customer can bring eight potential customers, a dissatisfied customer can affect the25potential customers"(Qi Ding Jiang,2008).consumer satisfaction is one reason to stimulate people to spread. Therefore, many service enterprises take improvement of customer satisfaction as a business development mission.In the theme park, visitors’ satisfaction will affect the disseminating behaviors of word of mouth. In addition, amusement parks as a new tourism product have a close relationship with word of mouth, which is the reason the park should strive to improve the visitors experience satisfaction. How to improve visitors’ experience satisfaction is premised by its measurement. The paper take the Paradise Park for example to deeply study the perceptual experience and word of mouth motives, based on the existing theory:customer satisfaction is the antecedent variables of repurchase behavior and word of mouth behavior. The paper has the following parts:The first part proposed the introduction, background, purpose, research ideas, methods and research significance of this thesis. The second part reviews the literature on word of mouth, word of mouth motivation, satisfaction theory, the relationship between customer satisfaction and word of mouth, etc. The study found that there is little research on word of mouth spreading. Therefore, the study selected amusement parks as a research background.The third part proposes the hypothesis that is satisfaction of experience perception have a positive relationship with positive word of mouth spreading, sets variables, designs the questionnaire selects statistical methods and establishes model based on the theory:satisfaction of experience perception will encourage people to spread positive word of mouth. The study proposes indicators of visitors’ experience perception including activity awareness, environmental awareness and service awareness and indicators of positive word of mouth spreading motives: self-oriented, people-oriented and business oriented. And different experience perception will inspire different spreading motives of word of mouth. There is a positive correlation between activity awareness and self-directed activities, between people-oriented and business-oriented, between environmental awareness and self-directed activities, between service awareness and self-directed activities. The fourth part analyzes the collected statistics and tests reliability and validity. On this basis, the study establishes a structural equation model and gives some explanations of conclusions. In the original hypothesis, the word of mouth motives caused by environmental awareness and self-oriented, environmental awareness and others-oriented and service-oriented perception and others-oriented do not hold. The antecedent variables of self-oriented influencing word of mouth are activity-awareness and service-awareness. The antecedent variable of other-oriented is activity-awareness. The antecedent variables of business-oriented are activity-awareness, service-awareness and environmental awareness. Experience word of mouth spread in the perception of business-oriented motivation hypothesis, environmental awareness on the impact of business-oriented (standardized path coefficient=0.891, t=3.002) was significantly higher than the perceptions of business-oriented activities (standardized path coefficient=0.305, t=3.231) and perceptions of business-oriented services(standardized path coefficient=0.255, t=2.832) effects. The last part proposes some suggestions based on the above conclusions. Finally, the paper points out the shortages and prospect.