Based On The Perspective Of Users Research On Intellectual Development Of Ctrip

With the rapid development of information and technology, tourism e-commerce sites have been increasing and play an irreplaceable and important act in the tourism industry, which not only provides a convenient service for people’s lives, but also promotes the development of tourism. But there exists a deviation between the tourism e-commerce sites and users’ needs, limiting the function of tourism e-commerce in tourism development. For this reason, the issue, based on the perspective of users, concerning the problems in the development of tourism e-commerce sites, and searching for effective development strategies.Selecting Ctrip as a case study, this paper analyzed status of Ctrip in the OTA and development trends of Ctrip in recent years. And from the perspective of the users, according to survey data of users, researched satisfaction, expectation and loyalty of users about Ctrip by fuzzy mathematics evaluation method, the thesis analyzed actual gap between users’ satisfaction and users’ expectation value, relationship between users loyalty and users’ satisfaction and etc., trying to consider the satisfaction and loyalty of users, to explore key countermeasures to improve the quality of service of Ctrip. The academic innovations of this paper can be summarized as follows:(1) In terms of revenue scale, the revenue share and revenue structure, Ctrip has a large advantage in OTA. Revenue scale has increased from 2003 to 2013, the growth rate became stable. Revenue share keeps a higher proportion, the market revenue share has declined and stabilized from 2008 to 2013 because of the diversification of tourism e-commerce market. Revenue structure is changing from hotel-based dual structures to multiple structures.(2) In the satisfaction of users of Ctrip, the satisfaction of travel advisory was higher, with the satisfaction tourism of products and customer service attitude following, satisfaction score is 3.71. In the expectation value of users of Ctrip, customer service attitude is the highest, website design is lower, expectation value is 4.226 and Loyalty score is 3.57.(3) Although there exist some gaps between expectation and satisfaction, the difference is small, indicating that the serve of Ctrip is better. Specifically, the gaps are security > Travel Products > Customer service attitude > Tour > website design.(4) Satisfaction and loyalty positively correlated, and various factors of satisfaction have a different impact on loyalty. Tourism products, tourism, consulting and customer service attitude and loyalty have a high correlation degree. While, website design and loyalty have a low correlation, therefore, tourism products, quality and customers service attitude determine whether the users selected Ctrip again.