| The tourism is one of the most vital industries of our country, and the travelagency profession is the core part of the entire travel industry, it connects the travelingsupplies and the traveling demand, plays an important role in the production andconsumption of tourism products, which greatly promoted the development of thetourism industry, referred to as the "leader" of tourism enterprises. From1984, ourcountry travel agency profession started to enter the market development phase. Withthe market economic reform deepened, the scale of the travel agency profession isalso growing gradually. Travel agency has played an important role in meetingpeople’s traveling needs，promoting tourism development, as well as economicdevelopment. However, following its fast development, unfair competition andirregular managerial phenomenon of travel agency are sticking out day by day, allkinds of tourist complaints and disputes are also increasing.Travel agency employees as the heart and soul of tourism activities make animportant contribution to the development of tourism. Travel agency practitioners aredirect providers of tourism products, they are the core of tourism services, and play animportant role in the process of tourism services, their behavior largely determines thelevel of quality of tourism services. In the context of unhealthy development oftourism market and chaotic employee management of travel agencies, dishonestbehavior of the travel agency practitioners lead to tourist complaints and traveldisputes are numerous. Although the state has adopted the relevant laws andregulations to regulate travel service behavior of travel agency employees, but withlittle success, more and more negative news about the travel agency employees aretheir dishonest services.Travel agency practitioners’ dishonest behavior has been caused great harm tothe healthy development of the tourism industry and tourists’ travel experience, how to manage scientifically and monitor effectively the travel agency practitioners’dishonest behavior has become the focus of attention of the government sector andacademia. At present, most studies of domestic are qualitative analysis that focuses ontravel agency integrity problem causes, consequences, and the little quantitativestudies are to analyze the relationship between tourism honesty and visitor satisfactionfrom the perspective of tourists, but from the travel supply side perspective toempirical analyzes the mechanism of dishonest behavior are less. From the angle ofthe travel agency practitioners, the thesis tries to construct mechanism model of travelagency practitioners’ dishonest behavior by analyzing the travel agency’ dishonestbehavior and its influencing factors, based on the theory of planned behavior. On thebasis of the domestic and foreign relevant literature analysis and interviews, this paperbuild a travel agency practitioners dishonest behavior survey questionnaire, usingweb-based survey and field investigation to get data, and adopts descriptive analysis,factor analysis, analysis of variance, structural equation modeling and other methodsto analyze the data by means of the SPSS17.0and AMOS17.0statistical analysissoftware. Through the empirical study to inspect travel agency practitioners dishonestbehavior model, the thesis try to provide theoretical guidance for exploring the travelagencies practitioners’ dishonest behavior mechanism and propose advice to reducethe travel agency practitioners dishonest behavior fundamentally.The present dissertation consists of six chapters:In Chapter1, General Introduction, it firstly discusses the research backgroundand significance of travel agencies practitioners’ dishonest behavior, based on which,it puts forward content framework and methods of the study.In Chapter2, Reviews of Existing Studies, the author elaborates the concept andmeasurement on the theory of planned behavior and tourism integrity in detail, whichlays a theoretical foundation for following research.In Chapter3, Dishonest Behavior Analysis, mainly analyze the acts of dishonestexisted in the tourism market, and discusses the influence factors of tourism marketdishonest behavior, in order to identify the range of travel practitioners’ dishonestbehavior and provides research variables for building travel agencies practitioners’dishonest behavior model later. In Chapter4, Model Construction, based on the theory of planned behavior, thepaper designs questionnaire, build travel agency practitioners dishonest behaviormodel, analyze each meaning of the construct, and put forward the researchhypothesis.In Chapter5, the Case Study, With SPSS17.0and AMOS17.0of statisticalanalysis software, first of all, descriptive analysis, factor analysis and varianceanalysis are used; Secondly, using the structural equation model, test the constructedtravel practitioners’ dishonest behavior model, and analyze the mechanism of thetravel agency practitioners’ dishonest behavior though the revised travel agencypractitioners’ dishonest behavior model.In Chapter6, Conclusion and Discussion, the author summarized and exploredthe main achievements of the thesis as well as work to be done in the future.The main findings are as follows:From the point of view of the travel agency practitioners, the thesis analyze theacts of dishonest existed on the tourism market. They can be divided into four types,different types of dishonest behavior on the tourism market impact on the tourismmarket differently; discusses the influence factors of travel agency integrity includingtourism enterprises, government departments and industry organizations, the qualityof travel agency practitioners, consumer attitudes and social macro-background of thefive aspects.Travel agency practitioners’ demographic characteristics such as level ofeducation, monthly income have a significant impact on the dishonest behavior.Through one-way ANOVA and independent samples T-test: gender, age, workinghours had no significant effect on dishonest behavior; educational level, monthlyincome has a greater influence on dishonest behavior.Build mechanism model of dishonest behavior, dishonest behavior attitude,subjective norm and perceived behavioral control as the individual factors of dishonestbehavioral intention and dishonest behavior, increase the industry environment, theexternal supervision, and information communication as environmental factors.Structural equation model inspection found: dishonest behavior attitude and perceivedbehavior control have significant positive influence on behavioral intention of travel agency practitioners; Subjective norms has no significant direct effects on dishonestbehavioral intention; External regulation has significant negative influence onbehavioral intention; Industry environment, information communication had nosignificant influence of travel agency practitioners’ dishonest behavior; Dishonestbehavioral intention is the direct impact significantly on the dishonest behavior. |
