Based On The Tourist Point Of View Shopping Customer Relationship Quality Research

In many tourism developed regions or countries,the income of the tourism shopping has become an very important factor in determining the effectiveness of the tourim industry.However,in our country,the proportion of tourism shopping earnings is far less than this standard.The differences between the actual income and the expected is large.It is worth thinking and research.There are three parts of theory framework for tourism shopping activity:tourism goods,shopping facilities and personnel.Among them,the research of tourism shopping practitioners is uncommon,especially the depth and refined investigate.Therefore,in the backdrop of tourism development and the academic study of tourism shopping,this study selected a new perspective of combining consumer behavior and customer relationship management,to explore the customer relationship quality of tourism shopping.The main purposes of this selected subject:①On the basis of literature analysis,the relevant theoretical elements were extracted to further clarify and define the main theoretical elements in the host-tourist relationship model of tourism shopping.And then,the theoretical framework and model of host-tourist relationship in tourism shopping was built.②To determine the empirical research region,then the formation of the evaluation system of the host and tourist relationship in tourism shopping and quantification were completed,in order to combine the empirical research and theoretical analysis.③Finally,the theory of host and tourist relationship in tourism shopping would be enhanced,the tourists’ special attitude and general attitude about host and tourist relationship would be differentiated and definituded,and the factors of enhancing the harmonious relationship would be put forward.On the basis of systematic analysis and evaluation of exisiting literature,the descriptive and measurable factors of consumer behavior and customer relationship management research were abstracted. And then combined with the characteristics of the tourism shopping activities,six potential variables of host-tourist relationship theory model of tourism shopping:trust between host-turist,conflict between host-tourist,tourists’ satisfaction, relationship evaluation, degree of harmonious relationship and loyalty.On this basis,host-tourist relationship theory model of tourism shopping was built.The main conclusions of the research:①In the host-tourist relationship of tourism shopping,the significantly level which perception of situational experience impact psychological evaluation is lower.The impact of trust on satisfaction is significantly.However,the impact of conflict on relationship evaluation is signficantly.②The significantly level which the degree of psychological evaluation impact tourism shopping activity is higher.Higher satisfaction,higher degree loyalty of host-tourist relationship.Satisfaction and relationship evaluation effect the harmonious relationship and loyalty is quite.It is only by improving satisfaction can make more powerful follow-up development of tourism shopping.③The observation of trust between host-turist, tourists’satisfaction, relationship evaluation, degree of harmonious relationship reflect the potential variables are significantly.However,the observation of conflict and degree of loyalty are indistinctive.④The response and attitude about host-tourist relationship of different tourists will vary,so we can classify tourists to recognize the general attitude and special atttitude about the host-tourist relationship of tourism shopping.⑤To clarity the factors which can enhance the degree of harmonious relationship and loyalty,in order to face the host-tourist interaction bravely and understand the host-tourist relationship correctly.Satisfaction and the relationship evaluation both effect the decision-making behavior of tourism shopping. Shopping behavior,but not necessarily its subsequent loyalty will increase. It is only by improving satisfaction can really improve the loyalty of tourists.The innovation of this article:①It is a new perspective that combined consumer behavior with customer relationship management.From this new perspective,model of host-tourist relationship was constructed to research the tourism shopping,and empirical research for in-depth research.②The research of customer relationship management theory was related to a number of market segments.The characteristics of tourism shopping activities are geographic differences,risk,the value is abstract and volatility.Therefore,the research of host-tourist relationship management in tourism shopping is further in-depth study of market segments for customer relationship management,is the innovation of study object.③To different market segment,the concerned elements and theoretical models of customer relationship quality was different.In-depth analysis of the internal structure of the host-tourist relationship quality in tourism shopping,to ectract the measurable indicators for overall evaluation,is the innovation of research model.In this study,from the level of the relationship of customers and salesmen,the three stages of interaction was analysed,to deconstruct the host-tourist relationship in tourism shopping into six elements.