Study on Tourism CRM Based on Fuzzy Evaluation

Tourism enterprises provide invisible services to customers directly, and so customers are the most important and valuable intangible assets for them. Customers´ satisfactions are much more important than the earnings of tourism enterprises. Therefore, compared with other industries, tourism enterprises need to establish their internal theories which regard customers as centre, and improve their own competitiveness based on the customer relationship management. In this paper, the application of principle and method of fuzzy evaluation can achieve the purpose of evaluating the values of customer relationships.