基于游客满意度的乡村旅游服务质量提升策略研究

发布时间：2019-06-20 19:40

【摘要】：近年来，乡村旅游由于其独特的乡土性和自然性，受到旅游者的欢迎，发展十分迅猛。但是乡村旅游在快速发展的同时服务质量方面也出现了众多的问题，主要集中在交通、设施、服务及经营理念等方面，严重影响了游客的体验质量，致使游客满意度低，游客数量减少，而客源是乡村旅游地赖以生存和发展的基础，游客数量直接影响着乡村旅游的可持续发展，适销对路的乡村旅游产品和较高的服务质量，才能满意游客旅游需求，才能提升游客的满意度及忠诚度，进而带来源源不断的游客，提高乡村旅游的经营效益。本文把游客满意理论引入到对乡村旅游服务质量的研究中，在总结了国内外学者对乡村旅游和游客满意理论相关研究后，提出了乡村旅游游客满意指数模型，并且通过文献分析法和专家打分法构建了基于游客满意度的乡村旅游服务质量评价指标体系。游客对乡村旅游服务质量的满意度评价主要集中在旅游目的地的整体形象、乡村旅游各要素的游客满意程度、游客对旅游地的忠诚、游客旅游过程的抱怨、游客对旅游地的感知价值五个方面共32个指标。以长沙市乡村旅游景点为例，通过层次分析法和德尔菲法确定了各指标的权重，，用描述性统计、模糊综合评价和四分图法等统计分析方法分析了长沙市乡村旅游服务质量目前游客满意度的现状，得出的结论是长沙市乡村旅游服务质量为“一般”，并由此提出了充分发挥政府主导作用，完善乡村旅游管理体系、加强旅游从业人员培训，提升乡村旅游服务接待水平、重视宣传促销，强化网络营销、完善利益分配机制，提高村民参与乡村旅游的积极性、充分挖掘乡村文化，突出乡村旅游产品特色、注重环境保护，促进乡村旅游可持续发展等提升乡村旅游服务质量的策略。
[Abstract]:In recent years, because of its unique local and natural nature, rural tourism has been welcomed by tourists and developed rapidly. However, with the rapid development of rural tourism, there are many problems in the service quality, mainly in the aspects of traffic, facilities, service and management concept, which seriously affect the quality of experience of tourists, resulting in low satisfaction of tourists and the decrease of the number of tourists, and the source of tourists is the basis for the survival and development of rural tourist destinations, and the number of tourists directly affects the sustainable development of rural tourism. Only by selling the right rural tourism products and high service quality can we satisfy the tourist demand, improve the satisfaction and loyalty of tourists, and then bring a steady stream of tourists and improve the management efficiency of rural tourism. In this paper, the theory of tourist satisfaction is introduced into the study of rural tourism service quality. After summing up the related research of domestic and foreign scholars on rural tourism and tourist satisfaction theory, this paper puts forward the rural tourism tourist satisfaction index model, and constructs the evaluation index system of rural tourism service quality based on tourist satisfaction through literature analysis and expert scoring method. The evaluation of tourists' satisfaction with the quality of rural tourism service mainly focuses on the overall image of tourism destination, the degree of tourist satisfaction of various elements of rural tourism, the loyalty of tourists to the tourist destination, the complaints of tourists in the process of tourism, and the perceived value of tourists to the tourist destination. Taking Changsha rural tourist attractions as an example, the weight of each index is determined by analytic hierarchy process (AHP) and Delfie method. The present situation of tourist satisfaction of rural tourism service quality in Changsha City is analyzed by means of descriptive statistics, fuzzy comprehensive evaluation and quartile map method, and the conclusion is that the rural tourism service quality in Changsha City is "general", and puts forward to give full play to the leading role of the government. The strategies of improving the quality of rural tourism service, such as perfecting the rural tourism management system, strengthening the training of tourism practitioners, improving the reception level of rural tourism service, paying attention to propaganda and promotion, strengthening network marketing, perfecting the mechanism of benefit distribution, improving the enthusiasm of villagers to participate in rural tourism, fully excavating rural culture, highlighting the characteristics of rural tourism products, paying attention to environmental protection, promoting the sustainable development of rural tourism, and so on.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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