【摘要】：越來越多的研究證明,產(chǎn)品和服務(wù)質(zhì)量屬性和游客總體滿意度之間存在非線性、不對(duì)稱的關(guān)系。Kano在質(zhì)量管理中首先提出滿意度三因子理論,將產(chǎn)品或服務(wù)質(zhì)量屬性劃分為基本因子、績效因子和興奮因子�；疽蜃邮穷櫩驼J(rèn)為“必備”的產(chǎn)品或服務(wù)質(zhì)量屬性,必備的質(zhì)量屬性不會(huì)引起顧客滿意,只是防止顧客不滿；績效因子表現(xiàn)質(zhì)量提高時(shí)能線性地提高顧客總體滿意度；興奮因子是產(chǎn)品或服務(wù)質(zhì)量屬性的效用增大到超出游客期望,是游客不曾預(yù)期的但令游客感到出人意外地愉悅。由于不同的游客對(duì)產(chǎn)品或服務(wù)質(zhì)量屬性的期望不同,使游客產(chǎn)生愉悅和只是預(yù)防游客不滿的產(chǎn)品或服務(wù)在各細(xì)分市場中也是不一樣的。某一產(chǎn)品或服務(wù)對(duì)某一游客群可能是一個(gè)基本因子,對(duì)其他游客群卻是興奮因子。因此,分析不同細(xì)分市場下的某項(xiàng)產(chǎn)品或服務(wù)屬性因子屬性是很重要的,而生活形態(tài)作為市場細(xì)分的基礎(chǔ),與傳統(tǒng)的人口統(tǒng)計(jì)特征市場細(xì)分理念相比,綜合了游客心理變量及行為變量,輔之以人口統(tǒng)計(jì)作為描述手段,能從動(dòng)態(tài)的角度去研究不同游客群體的生活軌跡和生活主張,使市場細(xì)分特性更為明確,更加深入,以便旅游經(jīng)營者有針對(duì)性的開發(fā)或改進(jìn)現(xiàn)有產(chǎn)品。君山島景區(qū)作為國家級(jí)重點(diǎn)風(fēng)景名勝區(qū)和國家5A級(jí)旅游景區(qū),如何在同類旅游景區(qū)中占據(jù)優(yōu)勢,如何提高自身的服務(wù)質(zhì)量和水平和吸引力,擴(kuò)大客源市場規(guī)模,面對(duì)這一系列問題,游客滿意度的情況就成為反映和解決這些問題的關(guān)鍵。因此,以游客生活形態(tài)理論為基礎(chǔ),對(duì)君山島景區(qū)游客滿意度差異進(jìn)行研究,可以幫助景區(qū)經(jīng)營者了解和掌握不同生活形態(tài)類型游客的需求,發(fā)現(xiàn)潛在的市場機(jī)會(huì),并合理利用有限的資源有針對(duì)性地制定相應(yīng)的政策以提高游客滿意度,增強(qiáng)市場競爭力。 本文試圖以生活形態(tài)理論為基礎(chǔ),以君山島景區(qū)為案例,探討景區(qū)游客生活形態(tài)細(xì)分類型及其人口統(tǒng)計(jì)學(xué)特征；然后,依據(jù)顧客滿意度三因子理論,分析不同生活形態(tài)類型游客滿意度的差異性,確定不同類型游客滿意度各因子的質(zhì)量屬性及其對(duì)總體滿意度的影響,使景區(qū)能合理利用現(xiàn)有資源投入到能大幅度增加游客滿意度的產(chǎn)品或服務(wù)上。首先,通過對(duì)生活形態(tài)進(jìn)行因子分析和聚類分析將游客劃分為傳統(tǒng)生活型、經(jīng)濟(jì)保守型和時(shí)尚健康型游客三種類型。其次,在游客生活形態(tài)細(xì)分的基礎(chǔ)上探討其人口統(tǒng)計(jì)學(xué)特征,通過卡方檢驗(yàn)發(fā)現(xiàn),不同類型的游客在性別、職業(yè)和家庭月收入分布上具有顯著差異,在年齡和文化程度上不存在顯著差異。再次,通過游客滿意度因子分析得到“旅游基礎(chǔ)設(shè)施”、“旅游景觀”、“旅游活動(dòng)”、“旅游服務(wù)”四個(gè)公因子,由回歸分析可知四個(gè)公因子均會(huì)不同程度地影響游客總體滿意度。然后,通過方差分析,得出不同生活形態(tài)類型游客的人口統(tǒng)計(jì)屬性對(duì)游客滿意度公因子的實(shí)際感知的具有差異性。再次,依據(jù)滿意度三因子理論,運(yùn)用虛擬變量回歸分析,得到滿意度因子在各生活形態(tài)類型游客中因子屬性。最后,對(duì)不同生活形態(tài)類型游客進(jìn)行“重要性—表現(xiàn)分析”,尋找旅游景區(qū)的薄弱環(huán)節(jié),制定相應(yīng)的對(duì)策。
[Abstract]:An increasing number of studies have shown that there is a non-linear, asymmetric relationship between the product and the quality of service attributes and the overall satisfaction of the visitor. In the quality management, Kano first proposed a three-factor-of-satisfaction theory, which divides the product or service quality attribute into the basic factor, the performance factor and the excitation factor. The basic factor is the product of the "Prerequisite" or the quality of service attribute of the customer, and the necessary quality attribute does not cause the customer to be satisfied, only to prevent the customer from being satisfied, and the performance factor can improve the overall customer satisfaction in a linear manner when the performance factor performance quality is improved; The excitement factor is that the utility of the product or quality of service attribute is increased beyond the expectations of the visitor, which is not expected by the tourist, but makes the tourists feel surprisingly pleasant. Because of the different expectations of the different visitors to the attributes of the product or quality of service, the product or service that makes the tourists happy and only prevents the tourists from being dissatisfied is not the same in the sub-market. A product or service may be a basic factor for a group of visitors, but the other group of tourists is an exciting factor. Therefore, it is important to analyze the attribute of a product or service attribute in different sub-segments, and the life form is the basis of the market segmentation, and compared with the traditional market segmentation idea of the demographic characteristics, the psychological variable and the behavior variable of the tourist are integrated. By using the demographic as a means of description, the life and life of different tourist groups can be studied from a dynamic point of view, so that the market segmentation characteristics are more clear and in-depth, so that the tourism operator can develop or improve the existing products. As a national key scenic spot and a national 5A-level scenic spot, the Junshan Island Scenic Area, how to take advantage in the similar tourist attractions, how to improve its own quality of service and the level and the attraction, enlarge the market scale of the tourist market, face the series of problems, The situation of the satisfaction of the tourists has become the key to the reflection and resolution of these problems. Therefore, on the basis of the theory of the tourist's living form, the study on the difference of the tourists' satisfaction in the scenic area of the Junshan Island can help the operators of the scenic spot to know and master the needs of different types of tourists, and find potential market opportunities. And reasonable utilization of limited resources to formulate corresponding policies to improve the customer satisfaction and enhance the competitiveness of the market. Based on the theory of life form, this paper discusses the type of life form and its demographic characteristics of the tourists in the scenic area. Then, according to the three-factor theory of customer satisfaction, the difference of the satisfaction of different types of life forms is analyzed. Sex, determine the quality attributes of each factor of different types of visitor satisfaction and their impact on the overall satisfaction, make the scenic area reasonably use the existing resources and invest in the products or services that can greatly increase the satisfaction of the tourists First, by carrying out factor analysis and cluster analysis on the life form, the tourists are divided into three categories: the traditional life type, the economic conservative type and the fashion health type tourist. Secondly, on the basis of the breakdown of the life patterns of the tourists, the demographic characteristics of different types of tourists were investigated by the chi-square test, and the different types of tourists had a significant difference in the distribution of sex, occupation and family-month income, and there was no significant difference in age and culture In addition, the four common factors of "tourism infrastructure", "tourism landscape", "tourism activities" and "tourism service" are obtained through the factor analysis of the satisfaction of the tourists. The regression analysis shows that the four common factors will affect the overall satisfaction of the visitors to different degrees. Degree. Then, by the analysis of variance, the difference between the demographic attributes of different types of living forms and the actual perception of the public factors of the satisfaction of the tourists is obtained. Sex. Thirdly, according to the three-factor theory of satisfaction, we use the regression analysis of the virtual variables to get the factor of satisfaction factor in the different types of life. finally, the "importance and performance analysis" of the different types of life forms and the weak links of the tourism scenic spots are searched, and corresponding pairs are prepared
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李晶博;鐘永德;王懷c，

本文編號(hào)：2439820