The Influence of Service Quality and Social Media Search on Tourists’ Satisfaction Toward Travel Agencies in Zhoushan City, Zhejiang Province, Eastern China

This research aimed to study the influence of service quality of travel agencies and social media search on Chinese tourists’ satisfaction in Zhoushan Zhejiang to provide recommendations to improve the business for travel agencies in Zhoushan Zhejiang. The conceptual framework was laid out for the SERVQUAL, social media search, and expectation confirmation models. The sample was 405 tourists who traveled to Zhoushan Zhejiang, China, using the top three leading travel agencies. Descriptive statistics were used to analyze data, including Frequencies, Mean, and Standard Deviation. In comparison, inferential statistics were Independent Samples t-test, One way ANOVA, LSD, and Multiple Linear Regression. The analysis found that most respondents were females, married, 36-45 years old, housewives, and earn 5,001-8,000 yuan of monthly income. The hypotheses found that the difference in marital status affected tourists’ satisfaction in confirming expectations differently. Service quality of travel agencies, including reliability and assurance, and social media search, including information sharing and information search, influenced Chinese tourists’ satisfaction in Zhoushan Zhejiang. The recommendations to improve travel agencies' business are provided in detail.