20976 A 30 IPA 4. IPA F59 A Doi / j. issn

Transcription

1 Tourism Tribune Vol. 28 No IPA IPA F59 A Doi / j. issn A YJAZH189 AHSK09-10D This study was supported by grants from Ministry of Education in China Project of Humanities and Social Sciences to ZHANG Hongmei No. 12YJAZH189 and the Social Science Project of Anhui Province to ZHANG Hongmei No. AHSK09-10D R. http / / www. cnta. gov. cn / html / / yahoo. cn R. http / / www. cnta. gov. cn / html / / html html http / / www. cnta. gov. cn / html / / html

2 / /

3 Tourism Tribune Vol. 28 No IC IPA

4 % 23% % 13. 3% 12. 4% 1 ~ % 5 ~ % 3 ~ % % 12. 8% Tab. 1 Items Gender % 67% RMB Yuan 2001 ~ ~ % IPA 35. 8% % ~ % 37. 6% 50. 4% % Age 1 Demographic characteristics for investigation sample % ~ % 2001 ~ / / % 5 / % % Ratio Education Marriage Income 20 ~ ~ ~ ~ ~ Items % Ratio Travel agency nature / Position Work seniority 1 ~ 3 3 ~ 5 5 ~

5 Tourism Tribune Vol. 28 No Tab Performance and influence severity analysis of the bad faith behavior in tourism market ~ Performance Influence severity B1 B shopping B IPA black guide B16 30 behavior IPA 1 Ⅰ Items Mean Rank Mean Zero or negative fare B2 Charging standard is not clear Violate and modify the contract B4 Lower the standards of catering and accommodation B5 Free to change the activities and itinerary B6 Increase the number of self-financed items and Black travel agencies without the business qualification Rank B Business of travel agencies beyond the authorization B Travel agencies transfer operating licenses illegally and disguised B10 Travel agencies false advertising B11 Selling group free to transfer group fight group and merge group B12 Use of illegal vehicles black car and hire B13 Travel arrangement is not reasonable or clear B14 To compression or cancel the tour guide salary and paid capitation fee B15 Competition from cheap and spreading false news In violation of cooperation the affiliated subcontracting and other improper commissioned B17 Malicious arrears behavior B18 Contract fraud such as changes to the contract illegal subcontracting

6 Performance Influence severity Items Mean Rank Mean Rank B Local reception travel agencies tourist attractions hotels violate service standards of the contract B Tourist attractions violate the contract and does not provide the agreed services B21 Tourist attractions tickets price hike arbitrary charges B22 Insurance companies buck-passing do not claim according to the contract B Tour guides arbitrarily change the itinerary or increase the shopping program without authorizations B Tour guides provide low quality of interpretation services B25 Tour guides change tourist shops fraud and coercion tourists B Tour guides ask for tips implied or explicit B27 Tour guides sell goods to tourists B28 Tour guides leave team without authorization B Travel agencies operating officers leak trade secrets B Travel agencies operating officers undertake tourism business privately B22 B17 B21 B Ⅳ B10 B23 B11 B20 B19 B15 B14 B16 B6 B24 B2 11 Ⅱ 10 B7 B12 Ⅲ B26 B27 B4 B5 B B28 B25 B9 B29 B30 B8 B18 B

7 Tourism Tribune Vol. 28 No Fig. 1 1 IPA IPA model matrix of the bad faith behavior in Tourism market ~ ~ ~ S-N-K 3 ~ 5 Tab. 3 S-N-K on performance and influence severity of the bad faith behavior in different work seniority 1 ~ 3 alpha = S-N-K Groups Mean of influence 3 ~ ~ 3 5 ~ S-N-K Mean of performance 1 ~ 3 3 ~ 5 5 ~ alpha = S-N-K ~ ~ 3 3 ~ 5 5 ~ 10 10

8 IPA 4 / / / / References 1 Dong Hongya. A comparison between the concept of sincerity in ancient and modern China J. Journal of Guangxi University for Nationalities Philosophy and Social Science Edition

9 Tourism Tribune Vol. 28 No agency J. Journal of Guilin Institute of Tourism J Tian Jing. Study on the Influence of the Travel Agency s Chengxin to Tourists Perceived Value Satisfaction and Behavior Intention Take Suzhou for Example D. Suzhou Soochow University Jiangxi Science&Technology Normal University D J Wang Jue. An analysis of the establishment of travel agency service credit J. Journal of Hainan Radio & TV University J Zheng Xiangmin Wu Jibin. On the honest management delinquency and its reconstruction in tourism enterprises J. Journal of Guilin Institute of Tourism J J Fan Yingjie Ma Xiaofang. Credit deficiency and control of travel 5 Zhang Yonglin Gao Xiaofeng Zhang Hanbin. The evaluation of agency Analysis on game theory J. Business Economy 2008 the travel industry overall integrity level J. Economic Tribune J J Jing Xiuyan. Trustworthiness The guarantee of sustainable 14 Wang Liangjian. Set up and perfect the tourism honest service development of China tourism J. Journal of Min Jiang University J Wang Lihua Zhang Hongsheng. Research on establishment of integrity and trust system for travel agents J. China Soft Science J Fan Zhongqi. A study of control mechanism for the credit of tourism enterprises J. Journal of China University of Mining & Technology Social Science Edition J Fan Yingjie. An economic analysis of credit problems about travel J Wang Yu Chen Jianping. A study of the construction of an honest system in travel agency management J. Journal of Li Guiling. An analysis of the problems in tourism six elements J. Journal of Puyang Vocational and Technical College 2005 J Lü Bo. Ethical governance of credit crisis in tourism corporations J. Tourism Tribune evaluation system J. Tourism Tribune J Diao Zongguang. Case studies on factors of trust from sightseeing tourists in travel agencies J. Journal of Guilin Institute of Tourism J Yu Fang. On the Current Situation of Travel Agency Credibility in Xiamen Area and Its Effect on Tourist Value Perception and Satisfaction D. Changsha Hunan Normal University D

10 Empirical Research on Bad Faith Behavior in the Tourism Market A Case Study of Travel Agencies in Anhui ZHANG Wenjing ZHANG Hongmei College of Tourism Anhui Normal University Wuhu China Abstract The tourism credit crisis in recent years has intensified increasingly and has seriously inhibited the healthy development of the tourism industry. The tourism industry credibility problem has attracted the concern of academia. Scholars have engaged in extensive discussion on integrity performance causes of problems and management measures within tourism. However most of these studies use qualitative methods. Quantitative studies are relatively few and most of the investigation is based on the perspective of tourists. Travel agents as the core of the construction of integrity in the tourism market combined with their valuable perception and evaluation of the integrity of behavior within tourism do not attract the attention they deserve. Travel agency employees in the cities of Hefei Wuhu and Huangshan are selected as research objects. This study uses the importance-performance analysis model IPA to analyze the acts of bad faith quantitatively as reported by tourism practitioners. Based on interviews with the person in charge the management staff and tour guides of more than 60 travel agencies in Hefei Wuhu and Huangshan the study identifies 30 acts of bad faith in the tourism market. According to the IPA analysis model this article selects the performance of the 30 acts of bad faith as a horizontal axis and the influence severity of the 30 acts of bad faith as the vertical axis. The research uses a questionnaire to survey the travel agencies perception and evaluation of the tourism practitioners reported 30 acts of bad faith and adopts SPSS17. 0 to analyze the 226 valid questionnaires finally obtained. After the mean value analysis the performance of acts of bad faith has an overall average of and an influence severity of the total average value of for the origin of coordinates and builds a four-quadrant matrix of 30 acts of bad faith in the tourism market. Finally the study obtains four types of dishonest behavior within the tourism market the first kind of bad faith contains a total of 4 acts of bad faith that have a great effect and there are many of them the second contains 10 acts of bad faith where the impact on the tourism market is larger but there are few the third type contains 5 acts of bad faith of small effect and there are even fewer the fourth class contains 11 acts of bad faith in which the impact on the tourism market is small but there are more. In addition this study uses ANOVA to analyze the different employment seniorities of the travel agency employees. It is shown that the differences in seniority among the employees correspond to differences in perception and evaluation of the dishonest behavior the longer the working life the more significant the perception of the bad faith behavior and the higher the evaluation of the seriousness of the acts of bad faith. The research result is helpful to analyze the root cause of the dishonesty in the tourism market from the view of a travel agency. Perception and evaluation of the four categories of bad faith behavior and differences in perception and evaluation between differing seniorities of respondents can provide theoretical guidance for the construction of tourism market integrity and the integrity of tourism enterprise management. Keywords travel agencies bad faith behavior IPA differences 108