【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展以及人民生活水平的顯著提高,中國居民對出境旅游的需求呈現(xiàn)高速增長的趨勢,同時出境旅游電子商務(wù)企業(yè)也進(jìn)入發(fā)展的快車道。但隨之而來的是旅游服務(wù)質(zhì)量下降、旅游產(chǎn)品與描述不符、旅游景點(diǎn)強(qiáng)制購物、自費(fèi)項目性價比低、導(dǎo)游素質(zhì)參差不齊等一系列的問題。這類問題的出現(xiàn)嚴(yán)重影響了出境旅游顧客體驗(yàn),降低了顧客滿意度。針對上述問題,本文采用統(tǒng)計分析與實(shí)證研究的方法,從攜程旅行網(wǎng)和途牛旅游網(wǎng)的游客點(diǎn)評獲取最真實(shí)的顧客滿意度相關(guān)數(shù)據(jù),根據(jù)扎根理論二級編碼構(gòu)建顧客滿意度影響因素模型,并通過ordered probity回歸計量模型對顧客滿意度及其九大影響因素進(jìn)行實(shí)證分析。實(shí)證結(jié)果顯示,旅游電商服務(wù)、酒店住宿服務(wù)、自費(fèi)項目及購物等九個顧客滿意度衡量指標(biāo)均對顧客滿意度具有正向的顯著性影響。文章最后根據(jù)對攜程旅行網(wǎng)和途牛旅游網(wǎng)上出境旅游顧客滿意度的對比分析,為出境旅游電子商務(wù)企業(yè)提出了具體的發(fā)展建議。攜程和途牛應(yīng)該保持各自在旅游電商服務(wù)、導(dǎo)游服務(wù)等方面的競爭優(yōu)勢,完善特殊事件處理機(jī)制和信息服務(wù);其他旅游電商企業(yè)和新進(jìn)入市場的電商平臺應(yīng)該從打造完美的客戶服務(wù)與信息服務(wù)、出境旅游與醫(yī)療服務(wù)融合創(chuàng)新、出境旅游與金融保險融合創(chuàng)新、出境旅游產(chǎn)品個性化這四個方面實(shí)現(xiàn)突破。
[Abstract]:With the rapid development of Chinese economy and the remarkable improvement of people's living standard, the demand of Chinese residents for outbound tourism is increasing at a high speed. At the same time, E-commerce enterprises of outbound tourism have also entered the fast track of development. But then there are a series of problems, such as the decline of tourism service quality, the unconformity of tourism products with description, the compulsory shopping of tourist attractions, the low cost of self-paid items, the uneven quality of tour guides, and so on. The emergence of these problems has seriously affected the outbound tourism customer experience and reduced customer satisfaction. In view of the above problems, this paper uses the methods of statistical analysis and empirical research to obtain the most true customer satisfaction data from the tourists' comments of Ctrip Travel Network and Tuniu. Based on the rooted theory of two-level coding, this paper constructs a model of influencing factors of customer satisfaction, and makes an empirical analysis of customer satisfaction and its nine influential factors through ordered probity regression model. The empirical results show that nine measures of customer satisfaction, such as tourism e-commerce service, hotel accommodation service, self-paid items and shopping, all have a positive and significant impact on customer satisfaction. Finally, based on the comparative analysis of customer satisfaction of outbound tourism between Ctrip Travel Network and Taurus Travel Network, the paper puts forward specific suggestions for the development of outbound tourism e-commerce enterprises. Ctrip and Tu should maintain their respective competitive advantages in tourism e-commerce service, tour guide service and so on, and perfect the special event handling mechanism and information service. Other ecommerce enterprises and new ecommerce platforms entering the market should start from creating perfect customer service and information service, merging innovation of outbound tourism and medical service, and integration of outbound tourism and financial insurance. The individualization of outbound tourism products has achieved a breakthrough in these four aspects.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6;F274;F592.6

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