Abstract:

While the research on tourist satisfaction and its antecedents has been widely discussed, the topic of tourist post-behaviors is less concerned. Based on service performance and fairness theory, a conceptual model with 12 hypotheses explaining the relationship between customer satisfaction and post-purchase behaviors under leisure tourism contex were derived and subjected to empirical assessment. SPSS11.0 was used for reliability/validity testing and hypothese testing. Consistent with most of the previous researches, we concluded that while tourist satisfaction had positive effect on positive post-purchase behaviors, dissatisfaction had positive effect on negative post-behaviors. Furthermore, our research indicated the impacts of post-behaviors on tourist satisfaction. In theory, the results verified the effects between post-purchase behaviors and customer satisfaction on each other. In practice, this study highlighted the importance of customer relationship management and service recovery strategies in leisure tourism industry.