本文選題：游客滿意度 + 顧客導(dǎo)向��； 參考：《山東農(nóng)業(yè)大學(xué)》2014年碩士論文

【摘要】：近年來,我國旅游業(yè)發(fā)展迅速,在經(jīng)濟發(fā)展中的地位日益凸顯。城市旅游是旅游業(yè)發(fā)展的重要組成部分,其發(fā)展既是城市發(fā)展之必須,又能在更高層次上推動城市旅游和地方經(jīng)濟的繁榮發(fā)展。游客滿意度是提升城市旅游競爭力的關(guān)鍵因素,研究游客滿意度,促進城市旅游經(jīng)濟發(fā)展,具有重要的現(xiàn)實意義和學(xué)術(shù)價值。本文以顧客滿意度理論、顧客導(dǎo)向理論為指導(dǎo),深入實際,對泰安市2012年游客滿意度情況進行了詳盡的調(diào)查研究,得到了大量的一手材料,本文的研究主要依托這些調(diào)研資料進行。研究試圖回答如下問題:第一,泰安市2012年游客滿意度中游客感知度總體情況如何?第二,泰安市2012年游客滿意度中游客評價度總體情況如何?第三,影響泰安市游客滿意度的優(yōu)勢因素有哪些?第四,影響泰安市游客滿意度的劣勢因素有哪些?根據(jù)研究特點,本文的研究方法采用實證歸納法和規(guī)范演繹法。第一部分對國內(nèi)外游客滿意度文獻材料做述評,對相關(guān)的理論框架進行梳理。第二、三部分,通過為期一年(四次)的問卷調(diào)查、網(wǎng)絡(luò)評價、投訴質(zhì)監(jiān)三種方式對泰安市2012年游客滿意度情況進行調(diào)查分析。行文沿著游客感知和游客評價兩條主線展開,涵蓋對環(huán)境設(shè)施的感知、對服務(wù)行業(yè)的感知、旅游期望值、對環(huán)境服務(wù)的評價、抱怨和投訴、對游客忠實度評價六個維度。在對六個維度數(shù)據(jù)分析的基礎(chǔ)上,歸納概括出泰安市游客滿意度的四大優(yōu)勢因素:旅游產(chǎn)品結(jié)構(gòu)優(yōu)化,旅游形象得到提升、居民待客友善,社會治安秩序良好、旅游網(wǎng)站建設(shè)進步較快,信息化程度高、城市交通便利,旅游目的地可進入性較強。泰安市游客滿意度四大劣勢因素:便民設(shè)施滿意度相對較低;公共服務(wù)標(biāo)準(zhǔn)化不足;住宿、文化娛樂、餐飲服務(wù)質(zhì)量需改善;旅行社及導(dǎo)游服務(wù)參差不齊。第四部分,根據(jù)泰安市游客滿意度的優(yōu)劣勢情況,依據(jù)對癥下藥、對號入座原則提出相應(yīng)的七條對策和建議:(1)提升優(yōu)化旅游環(huán)境,提高便民設(shè)施滿意度;(2)明確泰安旅游形象定位,強化游客認(rèn)知度;(3)倡導(dǎo)全民好客計劃,提升城市親切感;(4)加強服務(wù)人員好客培訓(xùn),提升住、行、游服務(wù)標(biāo)準(zhǔn);(5)加大公共交通管理力度,規(guī)范出租車行業(yè)服務(wù)標(biāo)準(zhǔn);(6)加強游客滿意度調(diào)研,推進旅行社及導(dǎo)游行業(yè)質(zhì)量管理轉(zhuǎn)型;(7)優(yōu)化測評體系,加大信息化程度。第五部分,對全文主要研究結(jié)論進行總結(jié),指出研究不足之處并對泰安市游客滿意度今后的研究方向和重點進行展望。本研究專門針對泰安市2012年游客滿意度的全面調(diào)查,研究難度大、研究視角新、實際應(yīng)用價值較大。另外,由于被試群體的特殊性和隨機性,使得本研究在樣本選取上不能全面涵蓋各個游客群體,數(shù)據(jù)收集廣泛性不夠,現(xiàn)有數(shù)據(jù)有待進一步豐富和完善。
[Abstract]:In recent years, China's tourism industry has developed rapidly and has become increasingly prominent in economic development. Urban tourism is an important part of tourism development. Its development is not only the necessity of urban development, but also can promote the prosperity of urban tourism and local economy on a higher level. Tourist satisfaction is the key factor to enhance the competitiveness of urban tourism. It is of great practical significance and academic value to study tourist satisfaction and promote the development of urban tourism economy. Guided by the theory of customer satisfaction and the theory of customer orientation, this paper makes a detailed investigation and study on the tourist satisfaction in Tai'an in 2012, and obtains a large number of first-hand materials. The research of this paper mainly relies on these research materials. The study tries to answer the following questions: first, what is the overall situation of tourist perception in the tourist satisfaction degree of Tai'an in 2012? Second, what is the overall evaluation of tourist satisfaction in Tai'an in 2012? Third, what are the advantages of the tourist satisfaction in Tai'an? Fourth, what are the inferior factors that affect the tourist satisfaction in Tai'an City? According to the characteristics of the research, empirical induction and normative deduction are adopted in this paper. The first part reviews the literature of tourist satisfaction at home and abroad, and combs the relevant theoretical framework. The second and third parts, through a year (four times) questionnaire survey, network evaluation, complaints quality supervision three ways to Taian 2012 tourist satisfaction was investigated and analyzed. The essay is based on the two main lines of tourist perception and tourist evaluation, covering six dimensions: perception of environmental facilities, perception of service industry, tourism expectation, evaluation of environmental services, complaints and complaints, and evaluation of tourist loyalty. On the basis of the analysis of six dimensions of data, this paper sums up the four advantages of tourist satisfaction in Taian: optimizing the structure of tourism products, promoting tourism image, being friendly to residents, and having a good public order. Tourism website construction is fast, information level is high, city transportation is convenient, tourism destination is more accessible. There are four inferior factors of tourist satisfaction in Taian: relatively low satisfaction of convenience facilities; insufficient standardization of public service; improvement of accommodation, cultural entertainment and catering service quality; uneven service between travel agencies and tour guides. In the fourth part, according to the advantages and disadvantages of tourist satisfaction in Tai'an City, according to the right remedy and the principle of seating, seven corresponding countermeasures and suggestions are put forward to promote and optimize the tourist environment. Improve the satisfaction degree of convenience facilities: (2) define the tourism image of Tai'an, strengthen the awareness of the tourists; advocate the national hospitality plan; enhance the city's affinity; and (4) strengthen the hospitality training of service personnel, and enhance the accommodation and operation. (5) strengthen the management of public transportation, standardize the service standard of taxi industry, strengthen the investigation of tourist satisfaction, push forward the transformation of quality management of travel agency and tour guide industry, optimize the evaluation system and increase the level of information. The fifth part summarizes the main conclusions of the paper, points out the deficiencies of the research and looks forward to the future research direction and focus of the tourist satisfaction in Tai'an City. This research is aimed at the comprehensive investigation of tourist satisfaction in Tai'an in 2012. The research is difficult, the research angle is new, and the practical application value is great. In addition, because of the particularity and randomness of the subjects, the sample selection of this study can not cover all tourist groups, the data collection is not enough, the existing data need to be further enriched and improved.
【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7

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