基于结构方程模型的云南省游客满意度的实证分析

发布时间：2018-03-21 04:01

本文选题：游客满意度　切入点：结构方程模型　出处：《云南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着人们旅游需求的日益的个性化以及人们消费观念的巨大变化，游客满不满意逐渐成为旅游行业关心和关注的重点。作为旅游大省的云南省，，地处西南边陲，拥有得天独厚的自然风光、民族风情和人文景观。但是，交通条件较差，容易受到自然灾害等不可控因素的影响；加之，近些年，云南旅游负面报道频出，游客投诉率不断上升；来自旅游市场多元化的竞争进一步加剧，这些不利因素都对云南旅游市场产生了冲击作用。因此，实现云南省旅游业的跨越式发展的有力途径就是提高游客满意度。游客满意度不但能够反映旅游景区对游客的吸引力和景区自身的竞争力，而且还可以指导旅游相关部门提出制定调整政策来提高旅游业的管理水平和服务质量，从而吸引游客、增加旅游收入，最终促进旅游业的可持续发展。本文基于国际国内顾客满意度的研究背景，把游客满意度模型的指标体系构建、模型的估计和指标检验作为研究重点。介绍现有经典模型：瑞典顾客满意度指数模型（SCSB模型）、美国顾客满意度指数模型（ACSI模型）和欧洲顾客满意度指数模型（ECSI模型），在充分分析和比较后，选取了ECSI模型。探讨了ECSI模型的潜变量之间的关系和潜变量的测量指标，在此基础上，结合旅游业的行业特点，确定模型潜变量的测量指标，构建了模型的指标体系。根据游客的不同属性，按照性别和年龄分别分析了游客满意度影响因素的差异性。本文探讨了基于协方差方法中的最大似然法（Maximum Likelihood, ML）和广义最小二乘法(Generalized Least Squares, GLS)、偏最小二乘法(Partial Least Squares, PLS)对结构方程模型的模型参数的估计和检验，并对模型进行修正。然后，根据模型结果，分析游客满意度影响因素。研究发现：不同属性的游客满意度差异性不显著，但在影响因素：商品种类和娱乐活动的丰富性，女性的满意度明显高于男性满意度。而在餐饮指标中，餐饮的口味和环境方面，男性的满意程度明显比女性满意度高；在商品种类和餐饮的口味上，15-24岁的年龄段的满意度明显高于其他年龄段的满意度；而在商品价格的指标中，15-24岁的年龄段的满意度和55岁以上年龄段的满意度明显低于25-54岁年龄段的满意度；在出行的方便程度上，25-54岁年龄段的满意度相对较高。从分析方法上看，协方差方法在参数估计的拟合检验上，判断模型的指标较多，特别是在模型适配度上有一定的优势；而偏最小二乘法方法的优势在于回归系数估计和潜变量的解释能力方面。因此，在实证分析过程中，可以考虑整合两种建模方法进行测评。研究还发现旅游形象、游客期望、感知质量对游客满意度不仅有直接影响，而且还有间接影响。在影响游客满意度的因素中，程度排在第一位的是游客期望，其次是旅游形象。另外，在影响忠诚度的因素中，程度排在第一位的是游客满意度，其次是游客期望。
[Abstract]:With the great changes of people's tourism demand more personalized and people's consumption concept, tourist satisfaction has become the focus of concern for the tourism industry. As a major tourism province of Yunnan Province, located in the southwest of China, has richly endowed by nature scenery, folk style and humanistic landscape. However, poor traffic conditions, vulnerable to impact of natural disasters and other uncontrollable factors; in addition, in recent years, Yunnan tourism tourists complained of frequent negative reports, rising rates; from the tourism market diversification competition further intensified, these adverse factors have impact on the tourism market in Yunnan. Therefore, a powerful way to realize the leaping development of Tourism in Yunnan province is to improve the tourists the satisfaction of tourists' satisfaction. Not only can reflect the tourism attraction to tourists and scenic spots in their competitiveness, but also to guide. Tourism related departments put forward adjustment policies to improve the management level and service quality of tourism industry, so as to attract tourists, increase tourism revenue and ultimately promote the sustainable development of tourism.
In this paper, the research background of domestic and international customer satisfaction based on the construction of index system of tourist satisfaction index model, estimation and test of the model as the research focus. The existing classical models: the Swedish customer satisfaction index model (SCSB model), the American customer satisfaction index model (ACSI model) and the European customer satisfaction index model (ECSI model). In the full analysis and comparison, select the ECSI model. It discusses the measurement index between ECSI model latent variables and latent variables, on this basis, combined with the tourism industry characteristics, determine the measurement index of the latent variable model to construct the index system of the model. According to the different attributes of tourists, according to gender and age are analyzed respectively. The differences of the factors affecting tourists' satisfaction. This paper discusses the method of maximum likelihood method based on covariance (Maximum Likelihood, ML) and generalized Generalized Least Squares (GLS) and partial least squares (Partial Least Squares) are used to estimate and check the model parameters of the structural equation model, and modify the model. Then, according to the results of the model, we analyze the influencing factors of tourist satisfaction.
The study found: tourist satisfaction differences are not significant, but the influence factors: the rich variety of goods and recreational activities, women's satisfaction was significantly higher than men. In the dining satisfaction index, catering to the tastes and the environment, the satisfaction degree of male than female high satisfaction in commodities and food; the taste of the age, the 15-24 year old satisfaction was significantly higher than that of other age groups and satisfaction; in the commodity price index, age 15-24 years old and 55 satisfaction over the age of satisfaction was significantly lower than that of 25-54 years of age in the degree of satisfaction; convenient travel, 25-54 years of age relative satisfaction high.
From the analysis method, the covariance method in fitting test of parameter estimation, index more judgment model, especially in the model adaptation has certain advantages of partial least squares method; and the advantage of regression coefficient estimates and latent variable interpretation ability. Because of this, in the process of empirical analysis, can considering the integration of two kinds of modeling methods for evaluation.
The study also found that tourism image, tourist expectation, perceived quality of tourist satisfaction not only has a direct impact, but also have indirect effects. In the influencing factors of tourist satisfaction degree, in the first row of the tourists' expectations, followed by tourism image. In addition, the factors affecting the loyalty degree, in the first row of tourists satisfaction, followed by tourists' expectations.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F224

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