云南旅行社品牌认知研究

发布时间：2018-08-29 15:22

【摘要】：旅行社一直是游客出行的首要选择,旅行社的服务质量也是人们关注的焦点。但近年来,旅行社质量频遭曝光,且旅行社正受到来自电子商务、自助游等旅游方式的挑战,旅行社急需转变传统经营方式。整合资源,塑造强势旅行社品牌势在必行。而品牌认知是游客选择旅行社,旅行社塑造品牌的第一步。本文选择了云南省的旅行社作为研究对象,针对目前云南旅行社市场品牌认知混乱的情况,对云南旅行社品牌认知状况进行了调查研究。本文通过文献综述和理论铺垫,针对云南旅行社市场6家主要旅行社品牌,对国内游客进行了问卷调查和访谈研究,了解云南旅行社市场品牌认知的现状,构建了云南旅行社品牌认知模型,分析了影响旅行社品牌认知的因素,探索性的提出了提升云南旅行社品牌认知度的对策。鉴于本文的实证研究,得出的主要研究结论如下： 1.通过用品牌认知梯度理论分析云南旅行社品牌认知现状：对被调查的6家旅行社进行品牌认知度的排名。 2.将第一记忆旅行社品牌、满意旅行社品牌和选择最多的旅行社品牌作为分析指标,以被调查者对于旅行社品牌的提及率作为分析对象,分析三者关系。三者存在显著相关关系。 3.从旅行社形象、旅行社服务、导游服务和其他四个方面对游客进行了满意度的调查。经过满意度分析发现：旅行社的标识设计、旅行社的宣传工作、旅行社的承诺兑现、导游合理安排行程、用餐环境这几个方面的满意度明显低于平均水平。 4.通过访谈研究发现：目前云南旅行社名称过长、标识不清等都是引起认知混乱的原因；旅行社应通过合理安排旅游线路,减少购物环节,提高服务质量等来提高游客满意度。
[Abstract]:Travel agency has always been the first choice for tourists to travel, and the service quality of travel agency is also the focus of attention. However, in recent years, the quality of travel agencies has been exposed frequently, and travel agencies are facing challenges from e-commerce, self-help tours and other tourism methods, so travel agencies urgently need to change the traditional management methods. It is imperative to integrate resources and shape strong travel agency brands. Brand cognition is the first step for tourists to choose travel agencies and build their brands. This paper chooses Yunnan travel agency as the research object and investigates the brand cognition of Yunnan travel agency in view of the confusion of brand cognition in Yunnan travel agency market. Based on the literature review and theoretical paving, this paper makes a questionnaire survey and an interview study on the six major travel agency brands in Yunnan travel agency market to understand the current situation of brand cognition in Yunnan travel agency market. This paper constructs the brand cognition model of Yunnan travel agency, analyzes the factors that affect the brand cognition of Yunnan travel agency, and puts forward some countermeasures to enhance the brand cognition of Yunnan travel agency. In view of the empirical study, the main conclusions are as follows: 1. This paper analyzes the current situation of Yunnan travel agency's brand cognition by using brand cognitive gradient theory: the rank of brand cognition of 6 travel agencies investigated. 2. The first memory travel agency brand, the satisfied travel agency brand and the travel agency brand with the most choice are taken as the analysis indicators, and the relationship between the three is analyzed with the reference rate of the travel agency brand mentioned by the respondents as the object of analysis. There is a significant correlation between them. 3. The tourist satisfaction was investigated from the aspects of travel agency image, travel agency service, tour guide service and other four aspects. Through the analysis of satisfaction, it is found that the satisfaction degree of travel agency's logo design, travel agency's propaganda work, travel agency's promise fulfillment, tour guide's reasonable arrangement of itinerary and dining environment are obviously lower than the average level. 4. Through the interview research, it is found that Yunnan travel agency has long name and unclear logo, which is the cause of cognitive confusion. Travel agencies should improve tourist satisfaction by arranging travel routes rationally, reducing shopping links, improving service quality and so on.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F592.6

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