本文選題：景區(qū) + 服務(wù)補(bǔ)救��； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：我國景區(qū)之間的競爭日益加劇,為了吸引并留住更多的游客,景區(qū)管理者不斷探究各種各樣的途徑和方式。游客在旅游活動中越來越追求自身的體驗和價值,滿足自己特定的心理體驗需求,因此,景區(qū)的服務(wù)質(zhì)量影響著游客的感知和對景區(qū)的總體評價。然而,由于當(dāng)前我國旅游市場需求不斷增加,景區(qū)服務(wù)水平不足,服務(wù)失敗現(xiàn)象屢屢發(fā)生,加之網(wǎng)絡(luò)媒體的興起,景區(qū)發(fā)生服務(wù)失敗事件之后便會得到迅速傳播,致使景區(qū)在社會上形成不好的口碑和形象,最終失去大量游客。服務(wù)失敗零出現(xiàn)是不能達(dá)到的,為了重新贏得游客忠誠行為,景區(qū)更需要重視的是服務(wù)補(bǔ)救的重要作用�；诖吮尘�,首先,本文對本文章行文構(gòu)建的理論基礎(chǔ),國內(nèi)外學(xué)者關(guān)于服務(wù)補(bǔ)救、顧客感知公平和顧客行為意向關(guān)鍵變量的相關(guān)研究文獻(xiàn)進(jìn)行了回顧,然后構(gòu)建了以感知公平為中介變量,景區(qū)服務(wù)補(bǔ)救對游客行為意向影響的研究模型,并據(jù)此提出了本文的研究假設(shè),設(shè)置了相關(guān)變量的測量量表。其次,針對研究重點,本文進(jìn)行了問卷設(shè)計和發(fā)放,最終回收有效問卷232份,通過采用SPSS19.0進(jìn)行實證分析,得到如下結(jié)論:(1)景區(qū)服務(wù)補(bǔ)救對感知公平存在顯著的正向影響。其中,有形補(bǔ)償對結(jié)果公平,程序公平對響應(yīng)速度,道歉、補(bǔ)救主動性對交互公平,均呈現(xiàn)出顯著的正向影響。(2)感知公平對游客行為意向存在顯著的正向影響。從影響程度來看,交互公平對游客重游的正向影響最大,結(jié)果公平其次,程序公平最小;交互公平對游客口碑傳播的正向影響最大,之后是程序公平、結(jié)果公平。(3)感知公平在景區(qū)服務(wù)補(bǔ)救與游客行為意向的關(guān)系中起中介作用。其中,結(jié)果公平和程序公平起到了完全中介作用,交互公平起到了部分中介作用。最后,本文根據(jù)研究結(jié)論提出了景區(qū)服務(wù)補(bǔ)救的相關(guān)管理建議,包括重視有形補(bǔ)償、提高響應(yīng)速度、加強(qiáng)游客溝通、增強(qiáng)服務(wù)補(bǔ)救的公平性,以期降低游客的損失,吸引并留住更多游客,為景區(qū)的長效發(fā)展提供參考。
[Abstract]:In order to attract and retain more tourists, the managers of scenic spots are constantly exploring various ways and means to attract and retain more tourists. Tourists increasingly pursue their own experience and value in tourism activities to meet their specific psychological experience needs. Therefore, the service quality of scenic spots affects the perception of tourists and the overall evaluation of scenic spots. However, due to the increasing demand of tourism market in our country, the insufficient service level of scenic spots, the frequent failure of service and the rise of network media, the service failure events in scenic spots will be spread rapidly. As a result, scenic spots in the society to form a bad reputation and image, eventually lost a large number of tourists. It is impossible to achieve zero service failure. In order to win back the loyalty of tourists, the important role of service remedy should be paid more attention to in scenic spots. Based on this background, first of all, this paper reviews the theoretical basis of the construction of this article, domestic and foreign scholars on the service recovery, customer perception fairness and customer behavior intention of the key variables related to the literature review. Then we construct a research model of the influence of service remediation on tourists' behavior intention with perceived fairness as an intermediary variable, and then put forward the research hypothesis of this paper and set up the measurement scale of related variables. Secondly, according to the focus of the study, this paper designs and issues questionnaires, and finally returns 232 valid questionnaires. Through empirical analysis using SPSS19.0, the following conclusions are drawn: 1) Service remediation has a significant positive impact on perceived justice. Among them, tangible compensation is fair to the result, procedural fairness to the response speed, apology, remediation initiative to the mutual fairness, showing a significant positive impact. 2) perceived justice has a significant positive impact on the behavior intention of tourists. From the point of view of influence degree, interactive fairness has the greatest positive impact on tourist revisiting, the result fairness is second, the procedural fairness is the least; the interaction fairness has the greatest positive impact on the tourist word of mouth, and then the procedural fairness. Results Fairness. 3) perceived fairness plays an intermediary role in the relationship between service remedy and tourist behavior intention. Among them, result fairness and procedural fairness play a complete intermediary role, interactive fairness plays a part of intermediary role. Finally, according to the conclusions of the study, this paper puts forward some relevant management suggestions, including paying attention to tangible compensation, improving the response speed, strengthening the communication of tourists, enhancing the fairness of service remediation, in order to reduce the loss of tourists. Attract and retain more tourists to provide a reference for the long-term development of the scenic spot.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F592

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