Research On The Effects Of Tourists Retrospective Thinking Behavior On Travel Agency Service Evaluation

With the progress of network application and the rapid development of information technology, more and more consumers use the Internet to search information for tourism purposes and the Internet has become an important media of future travel itinerary.Then a revolution of tourism rise and the management strategy of tourism enterprise is also changed.Tourism enterprises begin to develop all kinds of social networking platform, not only provide convenience for people to make friends, but also make the way of tourism products marketing and tourists consumption behavior changed. The information on the social networking site, not only can reflect the tourists themselves satisfaction, revisit intention and recommendation intention,but also can have a word-of-mouth effect and influence consumers’decision making.Based on the above practical problems, according to the theory of attribution theory and benefit congruency framework, in combination with the post-consumption behavior and perceived service quality theory, I collect data through questionnaire firstly, and then extract information from Youxiake website to prove the effects of tourists retrospective thinking behavior on post-consumption service evaluation.At the same time, this paper proved the existence of retrospective thinking behavior type of adjustment and further explored the interaction effect of retrospective thinking behavior type and travel motivation on the relation between post-consumption service evaluation and perceived service quality.The results showed that:Tourists evaluation positive affects perceived service quality evaluation.Perceived service quality positive affects revisit intention.Perceived service quality positive affects recommendation intention. Retrospective thinking behavior type mediates the effect of tourists evaluation on the perceived service quality,to be specific:The mediate of retrospective thinking which take people as center is bigger than retrospective thinking which take experience as center and the mediate of retrospective thinking which take scenery as center is the smallest.The conclusion of the study has an important guiding role for the pricing strategy of the promotion management and provides the help for enterprise to make promotion decisions and long-term development plan.