【摘要】：黨的十八大報告中提出：深入開展道德領(lǐng)域突出問題專項教育和治理,加強政務(wù)誠信、商務(wù)誠信、社會誠信和司法公信建設(shè)。隨著人們生活水平的提高,旅游作為一種時尚的生活方式走進人們的生活,其重要性被人們越來越認同。我國也由一個旅游資源大國轉(zhuǎn)變?yōu)槁糜谓?jīng)濟的大國,但是由于誠信缺失引發(fā)的旅游問題日益嚴重。海南正處于建設(shè)國際旅游島的高速發(fā)展時期,而多起的商家誠信事件嚴重影響了海南在游客心中的形象,使海南旅游發(fā)展受到了極大的影響。 本研究旨在從誠信內(nèi)涵研究出發(fā),構(gòu)建以游客感知為基礎(chǔ)的衡量海南旅游誠信度的評價體系,運用該體系對海南誠信度進行定量分析,找出目前海南旅游誠信存在的具體問題。分析海南旅游誠信度與游客滿意度、感知價值和行為意向之間的相關(guān)關(guān)系,認清誠信度在發(fā)展旅游中的重要作用。最后給出結(jié)論,提出相關(guān)解決問題的建議,以供政府、企業(yè)參考。 本文得出的創(chuàng)新性成果為： (1)本研究編制了海南旅游誠信度問卷,且具有良好的信度,可以作為評價海南旅游誠信度的有效工具。 (2)系統(tǒng)分析了海南旅游誠信和三大主體之間的關(guān)系。海南旅游誠信度總體趨于一般,海南旅游誠信度與海南旅游三大主體成正相關(guān)的線性關(guān)系,并得到了多元線性回歸方程,其中海南政府和旅游管理部門誠信度與海南旅游誠信度相關(guān)性最大。在海南旅游三大主體中,政府管理部門的誠信度最低；海南旅游三大主體內(nèi)部存在很強的正相關(guān)關(guān)系,海南各類旅游企業(yè)誠信度和海南政府管理部門誠信度相關(guān)性最強,由此可見政府和旅游主管部門是誠信建設(shè)中作用至關(guān)重要,需要強化政府的主導(dǎo)作用。在海南旅游各類企業(yè)中,誠信度最低為旅行社和旅游餐飲類,誠信度相比最高的為旅游交通類。 (3)海南旅游誠信度與游客滿意度、感知價值和行為意向均成正相關(guān)關(guān)系。其中海南旅游誠信度與游客滿意度和游客的感知價值成較強正相關(guān)關(guān)系,與行為意向的正相關(guān)關(guān)系相比稍弱。
[Abstract]:In the report of the 18th National Congress of the Communist Party of China (CPC), it was pointed out that we should carry out special education and management of outstanding problems in the moral field, and strengthen the construction of good faith in government affairs, business integrity, social integrity and judicial trust. With the improvement of people's living standard, tourism, as a fashionable way of life, has come into people's life, and its importance has been more and more recognized by people. China has also changed from a large country of tourism resources to a large country of tourism economy, but the problem of tourism caused by lack of honesty is becoming more and more serious. Hainan is in the period of rapid development of building an international tourism island, and many business integrity incidents have seriously affected the image of Hainan in the minds of tourists, which has greatly affected the development of Hainan tourism. The purpose of this study is to set up an evaluation system based on tourists' perception to measure Hainan's tourism honesty, and to use the system to quantitatively analyze Hainan's integrity, and to find out the concrete problems existing in Hainan's tourism honesty. This paper analyzes the relationship between tourism honesty and tourist satisfaction, perceived value and behavioral intention in Hainan, and recognizes the important role of honesty in tourism development. Finally, the conclusion is given, and some suggestions are put forward for the reference of the government and enterprises. The innovative results obtained in this paper are as follows: (1) the Hainan Tourism honesty questionnaire has been compiled and has good reliability. It can be used as an effective tool to evaluate Hainan tourism honesty. (2) the relationship between Hainan tourism honesty and the three main subjects is analyzed systematically. Hainan tourism honesty tends to be general in general. Hainan tourism honesty has a positive correlation with the three main bodies of Hainan tourism, and the multiple linear regression equation is obtained. Among them, Hainan government and tourism management departments have the greatest correlation with Hainan tourism integrity. Among the three main bodies of Hainan tourism, the government administration department has the lowest degree of good faith, and there is a strong positive correlation within the three main bodies of Hainan tourism, and the relationship between the integrity of Hainan tourism enterprises and Hainan government management department is the strongest. Therefore, the government and tourism authorities play an important role in the construction of honesty and need to strengthen the leading role of the government. Among all kinds of tourism enterprises in Hainan, the lowest degree of good faith is travel agency and tourism catering, and the highest degree of good faith is tourism transportation. (3) Hainan tourism honesty and tourist satisfaction, There was a positive correlation between perceived value and behavioral intention. Among them, Hainan tourism honesty has strong positive correlation with tourist satisfaction and perceived value of tourists, and is slightly weaker than that of behavioral intention.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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