旅游体验要素与游客感知旅行社服务质量关系研究

发布时间：2018-01-15 10:33

本文关键词：旅游体验要素与游客感知旅行社服务质量关系研究　出处：《天津商业大学》2013年硕士论文　论文类型：学位论文

【摘要】：旅行社作为旅游业的重要组成部分，作为旅游业务的组织者和操作者，越来越受到重视。旅行社是一种代表性的服务型行业，游客是旅行社生存发展的前提，游客在旅行社参团过程中的各个体验过程，直接影响到游客对旅行社服务质量的评价，进而影响到是否再次报名以及是否向别人推荐，因此游客的满意才能使旅行社长久的发展，才能获得最大的效益。基于以上考虑，本文从旅游体验要素下手，研究各个要素对于游客感知旅行社服务质量的影响程度，进而为旅行社服务质量的改进提出相关建议，，切实提高游客的满意度，保证旅行社的健康和良好发展。论文在回顾国内外旅游体验要素和旅行社服务质量的基础上，对旅游体验要素的含义进行了界定，并总结了旅游体验的分类、内容及相关模型。选取旅游者主观因素、与旅游体验相关的其他人、旅行社前台、交通、住宿产品、餐饮产品、景点、购物八大旅游体验要素衡量对游客感知旅行社服务质量的影响程度，基于此，提出了本文的理论模型，并提出了相关假设。论文通过问卷调查的方式获取实证研究的数据和信息，采用SPSS统计软件对数据进行了相关统计和分析。得出以下相关结论：游客对于旅行社服务质量的期望值比较高，但是对于旅行社的总体评价一般，再次报名及向别人推荐的概率都比较低，这说明旅行社发展的现状还不容乐观；在旅游体验要素中，住宿产品、景点及交通工具对于游客感知旅行社服务质量影响程度最大；其次是旅行社前台、与旅游体验相关的其他人、购物及餐饮产品对游客感知旅行社服务质量影响程度较大；最后是旅游者主观因素中的知识能力和付出成本影响程度一般；而旅游者主观因素中的旅游者个性心理特征对与游客感知旅行社服务质量影响不显著。在实证结果的基础上，论文从提高配套产品的质量、健全服务质量监督体系、提高服务人员综合素质、诚信宣传，诚信经营等方面对如何改进旅行社服务质量提出了相关建议，以期对旅行社服务质量的改进有所裨益。
[Abstract]:As an important part of tourism, travel agency, as the organizer and operator of tourism business, has been paid more and more attention. Travel agency is a representative service industry, and tourists are the premise of travel agency's survival and development. The experience of tourists in the process of travel agency membership directly affects the evaluation of the service quality of the travel agency, and then affects whether to register again and whether to recommend to others. Therefore, the satisfaction of tourists can make the travel agency develop for a long time and get the maximum benefit. Based on the above considerations, this paper starts with the elements of tourism experience. This paper studies the influence of various factors on the tourists' perception of the service quality of the travel agency, and then puts forward relevant suggestions for the improvement of the service quality of the travel agency, so as to improve the satisfaction of the tourists. To ensure the health and good development of travel agencies. On the basis of reviewing the domestic and foreign tourism experience elements and the service quality of travel agencies, the paper defines the meaning of tourism experience elements, and summarizes the classification of tourism experience. Content and related models. Select the subjective factors of tourists, other people related to the tourism experience, travel agents front desk, transportation, accommodation products, food products, scenic spots. Based on the measurement of the influence of the eight factors of shopping experience on the perceived service quality of travel agencies, this paper puts forward the theoretical model of this paper, and puts forward the related assumptions. The paper obtains the data and information of empirical research by questionnaire. Using the SPSS statistical software to carry on the correlation statistics and analysis to the data, draw the following relevant conclusion: the tourist has a high expectation for the service quality of the travel agency, but the overall evaluation of the travel agency is general. The probability of re-registration and recommendation to others are relatively low, which shows that the current situation of travel agency development is not optimistic; Among the elements of tourism experience, accommodation products, scenic spots and means of transportation have the greatest impact on the perceived service quality of travel agencies. Secondly, the front desk of the travel agency, other people related to the tourism experience, shopping and catering products have a greater impact on the tourist perception of the service quality of the travel agency; Finally, the degree of influence of knowledge ability and cost of tourists' subjective factors is general; However, the subjective factors of tourists' personality and psychological characteristics have no significant influence on the perceived service quality of travel agencies. On the basis of the empirical results, the paper improves the quality of supporting products, improves the supervision system of service quality, improves the comprehensive quality of service personnel, and propagandizes honesty. This paper puts forward some suggestions on how to improve the service quality of travel agencies in order to improve the service quality of travel agencies.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F274

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