Evaluation of Tourism E-Commerce User Satisfaction

Guanghai Tang,Hui Zeng

doi:10.4018/joeuc.20210901.oa2

Abstract

According to the UNWTO, within 4 to 5 years, the proportion of tourism e-commerce in e-commerce will reach 20%-25%. The purpose of this paper is to improve the inadequacy of tourism e-commerce in customer experience, to conduct customer e-commerce satisfaction surveys, and to draw customers' dissatisfaction with tourism e-commerce. The experimental results show that the overall customer satisfaction is 2.6128. According to the division of the scale vector, the overall satisfaction of the travel e-commerce customers is generally level. The first-level fuzzy comprehensive evaluation is 0.0967, 0.1696, 0.3366, 0.2469, 0.502. According to the principle of maximum membership degree, the evaluation grades of R3 and R5 in the first-level fuzzy comprehensive evaluation are “unsatisfactory,” that is, the tourism-supporting services and contract-performance services become the main factors affecting customer satisfaction. In order to improve customer satisfaction, the tourism e-commerce platform should strengthen the management of tourism-supporting services and contract-fulfillment services.

Highlights

With the development of social economy and the improvement of people’s economic level, people’s demands for life are getting higher and higher
Each tourist provides customized services; the second is e-commerce based on the entire tourism market, which is tourism e-commerce that is understood in a broad sense
In recent years, the rapid development of China’s tourism industry and the support of policies have gradually promoted the development of tourism

Summary

Introduction

With the development of social economy and the improvement of people’s economic level, people’s demands for life are getting higher and higher. The Internet has gradually integrated into the tourism industry (Pereira et al, 2016; Zhang et al, n.d.). The traditional travel agency has a long time, the ground floor storefront, and the residents feel safe. Shopping is too much and shopping time is large. Tourism e-commerce: There are less tourism business websites, and the overall development level of tourism e-commerce is low (Pilelienė et al, 2016; Choi et al, 2019). With the development of the Internet era, traditional tourism will gradually integrate into tourism E-commerce (Hopp et al, 2015)

Objectives

Methods

Findings

Discussion

Conclusion