【摘要】：隨著我國(guó)經(jīng)濟(jì)的迅速發(fā)展和人民生活水平的不斷提高,國(guó)民休閑度假時(shí)間相應(yīng)增加,自助旅游進(jìn)入了快速發(fā)展時(shí)期。旅游自選超市應(yīng)運(yùn)而生,這個(gè)企業(yè)的主要功能是把旅游資源整合到一個(gè)平臺(tái)上,供旅游者自由選擇,讓“吃住行游購(gòu)?qiáng)省痹谶@個(gè)平臺(tái)上都能妥善解決。然而,公眾、企業(yè)和政府都寄予厚望的旅游自選超市在各地出現(xiàn)發(fā)展不平衡和知名度、使用率比較低的問題,導(dǎo)致其運(yùn)營(yíng)困難和對(duì)社會(huì)資源的浪費(fèi)。建立和完善科學(xué)合理的旅游自選超市評(píng)價(jià)體系成為解決問題的關(guān)鍵。在研究中外文獻(xiàn)和旅游自選超市現(xiàn)狀的基礎(chǔ)上,筆者發(fā)現(xiàn)戰(zhàn)略地圖理論一直廣泛應(yīng)用于企業(yè)績(jī)效評(píng)價(jià)中,其財(cái)務(wù)、客戶、內(nèi)部流程和學(xué)習(xí)成長(zhǎng)的四個(gè)層面對(duì)于旅游自選超市建立評(píng)價(jià)指標(biāo)體系有建設(shè)性的指導(dǎo)意義。運(yùn)用戰(zhàn)略地圖理論的四個(gè)層面和其顆粒層確定影響旅游自選超市評(píng)價(jià)的相關(guān)因素作為綜合指標(biāo),然后通過文獻(xiàn)檢索、專家訪談和實(shí)地調(diào)研的方法得到綜合指標(biāo)下的子指標(biāo)。最后,運(yùn)用因子分析法驗(yàn)證指標(biāo)體系,對(duì)戰(zhàn)略地圖理論進(jìn)行適應(yīng)性調(diào)整；運(yùn)用層次分析法得到指標(biāo)權(quán)重,最終確定評(píng)價(jià)旅游自選超市的指標(biāo)體系,以期科學(xué)評(píng)價(jià)其優(yōu)劣,合理優(yōu)化資源配置。 在初始指標(biāo)的基礎(chǔ)上,設(shè)計(jì)和發(fā)放了調(diào)查問卷,進(jìn)行指標(biāo)體系的實(shí)證研究。所有數(shù)據(jù)利用SPSS16.0軟件進(jìn)行因子分析后再進(jìn)行層次分析,得到的主要結(jié)論有：根據(jù)修正的戰(zhàn)略地圖理論設(shè)計(jì)的旅游自選超市評(píng)價(jià)體系共有五個(gè)層面24個(gè)指標(biāo),五個(gè)層面分別是財(cái)務(wù)層面、客戶層面、內(nèi)部運(yùn)營(yíng)層面、企業(yè)成長(zhǎng)及軟實(shí)力層面和人才技術(shù)層面；在層面權(quán)重的確定上,客戶層面對(duì)評(píng)價(jià)旅游自選超市貢獻(xiàn)率最大為40%,財(cái)務(wù)、內(nèi)部運(yùn)營(yíng)層面為20%,企業(yè)成長(zhǎng)及軟實(shí)力層面、人才技術(shù)層面分別為10%;層面權(quán)重和子指標(biāo)權(quán)重結(jié)合得出最終評(píng)價(jià)指標(biāo)權(quán)重,得到了評(píng)價(jià)旅游自選超市的指標(biāo)體系。
[Abstract]:With the rapid economic development and the continuous improvement of people's living standards, the national leisure vacation time increases correspondingly, and self-service tourism has entered a period of rapid development. However, the problem of unbalanced development and popularity and low utilization rate of the tourist supermarkets, which the public, enterprises and the government have placed great expectations on, has emerged in various places, resulting in difficulties in operation and waste of social resources. The establishment and improvement of a scientific and reasonable evaluation system for the tourist supermarkets has become a solution. On the basis of the research of Chinese and foreign literatures and the present situation of tourist supermarkets, the author finds that the strategic map theory has been widely used in the performance evaluation of enterprises. The four levels of finance, customers, internal processes and learning growth have constructive guiding significance for the establishment of evaluation index system of tourist supermarkets. Four levels of map theory and its granular layer determine the relevant factors affecting the evaluation of tourism supermarkets as comprehensive indicators, and then through literature retrieval, expert interviews and field research methods to get the sub-indicators under the comprehensive indicators. In order to evaluate the advantages and disadvantages of tourism supermarket scientifically and optimize the allocation of resources reasonably, the index weight is obtained by using the analytic hierarchy process.
On the basis of the initial indicators, a questionnaire was designed and distributed to conduct an empirical study of the index system. All the data were analyzed by factor analysis with SPSS16.0 software. The main conclusions were as follows: The evaluation system of tourism supermarkets designed according to the revised strategic map theory has five levels and 24 indicators. Five levels are financial level, customer level, internal operation level, enterprise growth and soft power level and personnel technology level; in the determination of the weight of the level, the maximum contribution rate of customer level to the evaluation of tourism supermarkets is 40%, finance, internal operation level is 20%, enterprise growth and soft power level, personnel technology level is respectively. The final evaluation index weight is obtained by combining the layer weight with the sub-index weight, and the index system for evaluating the tourism supermarket is obtained.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592

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