An Analysis of Tourists' Willingness To Accept under Forced Consumption from Travel Agencies

The phenomenon of forced consumption by travel agencies and tour guides is endless. This not only has a great impact on the reputation of tourism destinations, but also reduces the tourists experience utility. The purpose of this paper is to study the influence of the forced consumption of travel agencies on the tourists’ experience utility. Based on the willingness to accept (WTA) method, we investigated the price of tourists willing to accept forced consumption or compulsive consumption under certain circumstances, and the price of willingness to accept compensation. It helps the relevant departments to solve such negative events, and provides data for reference, so as to improve the tourists experience in the process of travel. Introduction According to a survey conducted by the China Youth Daily Social Survey Center, a combined questionnaire survey shows that 84.7% of respondents travel by a agencies, and 78.6% of respondents had “enforced shopping” when they or their neighbors travelled with the group. In addition, the travel group’s inflexible behavior includes “zero tour fee” (63.2%), discounted or shrunk service items (55.5%), The shopping is the most basic routine, and low price is the marketing strategy that travel agencies compete with each other. Why the "low-cost group" forced shopping so hardly to be prohibited? Tourism is an intangible and experiential product. People have no idea what their quality is before they are consumed. Travel agencies face competitive pressure from homogeneous rivals. It is impossible to open up the gap by improving the quality of products and services in a short period of time, resulting in a vicious price war . The improper treatment of tourism negative events and the policy of tackling key problems will significantly affect the life cycle and tourism demand of tourism destinations, and further hinder the healthy and sustainable development of tourism[1,2]. Based on the above-mentioned problem of tourism market, it is of great practical significance to evaluate the degree of infringement on consumer’s experience utility by compulsory consumption. Tourism experience research began in the 1960s. Boorstin (1961) first put the research perspective on the travel experience and interpreted the travel experience as a popular consumer behavior[3]. Hughes (1991) proposed the theory of expected value. He believes that when the experience of tourists is greater than the expectations of tourists, the satisfaction of tourists is higher and the utility is greater. Jackson (1996) used positive experiences and negative experiences to describe the experience of tourists[4]. Enrique Bigne (2001) started from the overall satisfaction of tourists after the consumption, and proposed that experiencing the quality of products affects the satisfaction of tourists and whether they purchase again[5]. The image of tourism products is also satisfied with the satisfaction of tourists, whether they are satisfied, and recommend them to others. And experience product quality has a great influence. Iii (2001) finds that different levels of service compensation have different effects on satisfaction, purchase intention, and the spread of positive word-of-mouth[6]. Moderate-to-high-level service compensation significantly improves the satisfaction, purchase intentions, and positive word-of-mouth. The effect of service remediation is also influenced by internal factors of consumers. It mainly includes factors such as fair perception, 149 Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018) Advances in Economics, Business and Management Research (AEBMR), volume 60