本文關鍵詞：旅游體驗要素與游客感知旅行社服務質量關系研究　出處：《天津商業(yè)大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 旅游體驗要素 旅行社 服務質量

【摘要】：旅行社作為旅游業(yè)的重要組成部分，作為旅游業(yè)務的組織者和操作者，越來越受到重視。旅行社是一種代表性的服務型行業(yè)，游客是旅行社生存發(fā)展的前提，游客在旅行社參團過程中的各個體驗過程，直接影響到游客對旅行社服務質量的評價，進而影響到是否再次報名以及是否向別人推薦，因此游客的滿意才能使旅行社長久的發(fā)展，才能獲得最大的效益。基于以上考慮，本文從旅游體驗要素下手，研究各個要素對于游客感知旅行社服務質量的影響程度，進而為旅行社服務質量的改進提出相關建議，，切實提高游客的滿意度，保證旅行社的健康和良好發(fā)展。 論文在回顧國內外旅游體驗要素和旅行社服務質量的基礎上，對旅游體驗要素的含義進行了界定，并總結了旅游體驗的分類、內容及相關模型。選取旅游者主觀因素、與旅游體驗相關的其他人、旅行社前臺、交通、住宿產(chǎn)品、餐飲產(chǎn)品、景點、購物八大旅游體驗要素衡量對游客感知旅行社服務質量的影響程度，基于此，提出了本文的理論模型，并提出了相關假設。 論文通過問卷調查的方式獲取實證研究的數(shù)據(jù)和信息，采用SPSS統(tǒng)計軟件對數(shù)據(jù)進行了相關統(tǒng)計和分析。得出以下相關結論：游客對于旅行社服務質量的期望值比較高，但是對于旅行社的總體評價一般，再次報名及向別人推薦的概率都比較低，這說明旅行社發(fā)展的現(xiàn)狀還不容樂觀；在旅游體驗要素中，住宿產(chǎn)品、景點及交通工具對于游客感知旅行社服務質量影響程度最大；其次是旅行社前臺、與旅游體驗相關的其他人、購物及餐飲產(chǎn)品對游客感知旅行社服務質量影響程度較大；最后是旅游者主觀因素中的知識能力和付出成本影響程度一般；而旅游者主觀因素中的旅游者個性心理特征對與游客感知旅行社服務質量影響不顯著。 在實證結果的基礎上，論文從提高配套產(chǎn)品的質量、健全服務質量監(jiān)督體系、提高服務人員綜合素質、誠信宣傳，誠信經(jīng)營等方面對如何改進旅行社服務質量提出了相關建議，以期對旅行社服務質量的改進有所裨益。
[Abstract]:As an important part of tourism, travel agency, as the organizer and operator of tourism business, has been paid more and more attention. Travel agency is a representative service industry, and tourists are the premise of travel agency's survival and development. The experience of tourists in the process of travel agency membership directly affects the evaluation of the service quality of the travel agency, and then affects whether to register again and whether to recommend to others. Therefore, the satisfaction of tourists can make the travel agency develop for a long time and get the maximum benefit. Based on the above considerations, this paper starts with the elements of tourism experience. This paper studies the influence of various factors on the tourists' perception of the service quality of the travel agency, and then puts forward relevant suggestions for the improvement of the service quality of the travel agency, so as to improve the satisfaction of the tourists. To ensure the health and good development of travel agencies. On the basis of reviewing the domestic and foreign tourism experience elements and the service quality of travel agencies, the paper defines the meaning of tourism experience elements, and summarizes the classification of tourism experience. Content and related models. Select the subjective factors of tourists, other people related to the tourism experience, travel agents front desk, transportation, accommodation products, food products, scenic spots. Based on the measurement of the influence of the eight factors of shopping experience on the perceived service quality of travel agencies, this paper puts forward the theoretical model of this paper, and puts forward the related assumptions. The paper obtains the data and information of empirical research by questionnaire. Using the SPSS statistical software to carry on the correlation statistics and analysis to the data, draw the following relevant conclusion: the tourist has a high expectation for the service quality of the travel agency, but the overall evaluation of the travel agency is general. The probability of re-registration and recommendation to others are relatively low, which shows that the current situation of travel agency development is not optimistic; Among the elements of tourism experience, accommodation products, scenic spots and means of transportation have the greatest impact on the perceived service quality of travel agencies. Secondly, the front desk of the travel agency, other people related to the tourism experience, shopping and catering products have a greater impact on the tourist perception of the service quality of the travel agency; Finally, the degree of influence of knowledge ability and cost of tourists' subjective factors is general; However, the subjective factors of tourists' personality and psychological characteristics have no significant influence on the perceived service quality of travel agencies. On the basis of the empirical results, the paper improves the quality of supporting products, improves the supervision system of service quality, improves the comprehensive quality of service personnel, and propagandizes honesty. This paper puts forward some suggestions on how to improve the service quality of travel agencies in order to improve the service quality of travel agencies.
【學位授予單位】：天津商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.6;F274

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