A Study On The Relationship Between Customer Satisfaction And Reuse Intention In Tourism Accommodation In Sharing Economy

In recent years,the global sharing economy has developed rapidly.As one of the branches,sharing accommodation has become a new consumption hotspot.In China,tourism sharing accommodation has developed rapidly,but there is little research in this field.Consumer satisfaction and reuse intentions are related to the long-term sustainability of the company,so this article studied from this perspective.This paper takes the consumers who participate in tourism sharing accommodation as the entry point,and measures the relationship between consumer satisfaction and reuse intentions of tourism sharing accommodation under the sharing economy.This paper set demander under sharing economy,i.e.consumers who used travel sharing accommodation as the study object,build a study model by using the basic research theory of social exchange theory,self-determination theory,perceptual value theory,expectation confirmation theory,theory of reasoned action,theory of planned behavioral control and technology acceptance model as well as the antecedent variables of social benefits,economic benefits,locational benefits,tourism enjoyment,tourism amenities and trust through literature review,then explores the relationship between satisfaction and reuse intentions of tourism accommodation in sharing economy.Based on the online questionnaire survey of more than 200 respondents nationwide and the data analysis by using SPSS and AMOS statistical software,the results show that economic benefits,locational benefits,tourism enjoyment,tourism amenities,and trust will affect consumer satisfaction.Social benefits do not directly affect consumer satisfaction but directly affect reuse intentions.Tourism enjoyment affects both consumer satisfaction and reuse intentions directly.Economic benefits,locational benefits,tourism amenities and trust affects reuse intentions through consumer satisfaction.This paper supplements the researches on tourism accommodation industry under the sharing economy in theory and practice,and provides suggestions for the service providers in tourism accommodation industry on how to improve customer satisfaction and guide customers to re-consume,such as Standardize operations,strengthen supervision,enrich sharing accommodation products,enhance their added value and improve the service system to enhance the user's accommodation experience in multiple aspects and dimensions.