本文關鍵詞：黃山風景區(qū)旅游公共服務滿意度與優(yōu)化研究　出處：《安徽大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 旅游公共服務 供給需求 游客滿意度 結構方程

【摘要】：現(xiàn)代旅游市場游客結構的變化,旅游的消費水平、產業(yè)規(guī)模和社會功能的不斷提升,使傳統(tǒng)的旅游接待服務已經不能滿足蓬勃發(fā)展的個性化旅游市場的增長需求。為了滿足旅游業(yè)發(fā)展需求、現(xiàn)代旅游者的需求,為了真正地把旅游業(yè)建設成為國民經濟的戰(zhàn)略性支柱產業(yè)和人民群眾更加滿意的現(xiàn)代服務業(yè),加強旅游公共服務的建設迫在眉睫。同理,學術界對我國旅游公共服務的研究,也是提升旅游公共服務水平的重要舉措。 目前關于旅游公共服務的研究,主要是針對旅游公共服務概念的解析、服務內容與供給模式的介紹和旅游公共服務發(fā)展的建議等,關于旅游公共服務滿意度的研究成果較少。本文以黃山風景區(qū)為研究的突破點,運用問卷調查、資料搜集和相關分析方法,得出旅游公共服務的供給、需求情況,為優(yōu)化黃山的旅游公共服務提供了針對性的建議,并在理論上豐富了旅游公共服務的研究內容。 首先,確定了旅游公共服務研究的理論基礎,對公共產品、公共服務、旅游公共服務、游客感知、游客滿意度、滿意度形成機理等相關概念進行界定,對國內外旅游公共服務的相關研究理論進行回顧,明確了旅游公共服務的供給要素和需求感知要素,為后面的實證研究奠定理論基礎并構建理論框架。其次,以黃山風景區(qū)為研究案例,采用資料收集、現(xiàn)場咨詢方法,明確了旅游公共服務的供給現(xiàn)狀,利用定性的手段總結出黃山風景區(qū)的旅游公共服務的供給主體、供給動力和供給機制等。然后,通過問卷調查,了解黃山的旅游公共服務的需求現(xiàn)狀,在游客感知的基礎上,采用定量的分析方法,分析出旅游公共服務的感知要素、游客對旅游公共服務的感知差異以及游客滿意度的形成機理。最后,在旅游公共服務的供給現(xiàn)狀和需求現(xiàn)狀的基礎上,提出針對性的優(yōu)化對策。 在經過定性和定量的分析后,文章得出以下結論：第一,黃山風景區(qū)提供的旅游公共服務內容全面,其供給主體包括市場、政府和社會,三者按照“G——M——S”聯(lián)動運作模式,相互協(xié)調,實現(xiàn)效益最大化。第二,根據(jù)調研分析和游客的感知,可以得出旅游公共服務包含三大因素,即旅游基礎服務因子、旅游輔助因子和旅游監(jiān)管利民因子,游客對旅游公共服務的感知具有差異性,需要采取針對性的措施。第三,結合游客滿意度的結構方程模型,可以得知景區(qū)的旅游公共服務滿意度受多個因素影響,直接影響因素是景區(qū)形象和感知價值,服務的滿意度決定游客是忠誠還是抱怨。因此,黃山風景區(qū)要想實現(xiàn)可持續(xù)發(fā)展和保持在國內外景區(qū)的競爭力,必須不斷提高游客忠誠度。第四,實現(xiàn)黃山風景區(qū)旅游公共服務的優(yōu)化需要從供給、需求和保障措施三個方面入手。
[Abstract]:The changes of tourist structure, the consumption level of tourism, the scale of industry and the social function of modern tourism market. The traditional tourism reception service can not meet the growing demand of the booming personalized tourism market. In order to meet the needs of tourism development, the needs of modern tourists. In order to truly make tourism the strategic pillar industry of the national economy and the modern service industry which the people are more satisfied with, it is urgent to strengthen the construction of tourism public service. Academic research on tourism public service is also an important measure to improve the level of tourism public service. At present, the research on tourism public service is mainly aimed at the analysis of the concept of tourism public service, the introduction of service content and supply mode, and the suggestions for the development of tourism public service. This paper takes Huangshan Scenic spot as the breakthrough point, using questionnaire survey, data collection and related analysis methods to get the supply of tourism public service. The demand situation provides some suggestions for optimizing the tourism public service in Huangshan, and enriches the research content of tourism public service theoretically. First of all, it defines the theoretical basis of tourism public services, public goods, public services, tourism public services, tourists perception, tourist satisfaction, satisfaction formation mechanism and other related concepts. Review the domestic and foreign tourism public service related research theory, make clear the tourism public service supply factor and demand perception factor, lay the theoretical foundation for the later empirical research and construct the theoretical framework. Secondly. Taking Huangshan Scenic area as a case study, using the method of data collection and on-site consultation, this paper clarifies the present situation of the supply of tourism public service, and summarizes the main body of the supply of tourism public service in Huangshan Scenic spot by qualitative means. Then, through the questionnaire survey, to understand the demand for tourism public services in Huangshan, on the basis of tourists perception, using quantitative analysis method. The paper analyzes the perceptual factors of tourism public service, the difference of tourists' perception to tourism public service and the forming mechanism of tourist satisfaction. Finally, on the basis of the present situation of supply and demand of tourism public service. Put forward targeted optimization countermeasures. After qualitative and quantitative analysis, the article draws the following conclusions: first, Huangshan scenic area provides comprehensive tourism public services, its main supply includes the market, government and society. Three according to the "G- M-S" linkage operation mode, coordination with each other to achieve maximum benefit. Second, according to research and analysis and tourists' perception, we can conclude that tourism public service contains three major factors. Namely the tourism basic service factor, the tourism auxiliary factor and the tourism supervision benefit the people factor, the tourist to the tourism public service perception has the difference, needs to take the targeted measure. Third. Combined with the structural equation model of tourist satisfaction, we can know that the tourism public service satisfaction of scenic spots is affected by many factors, and the direct influence factors are the image and perceived value of scenic spots. Service satisfaction determines whether tourists are loyal or complaining. Therefore, in order to achieve sustainable development and maintain the competitiveness of domestic and foreign scenic spots, Huangshan Scenic area must continuously improve tourist loyalty. 4th. To realize the optimization of tourism public service in Huangshan Scenic spot, we should start with three aspects: supply, demand and safeguard measures.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.6;F274

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