黄山风景区旅游公共服务满意度与优化研究

发布时间：2018-01-10 09:09

本文关键词：黄山风景区旅游公共服务满意度与优化研究　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：现代旅游市场游客结构的变化,旅游的消费水平、产业规模和社会功能的不断提升,使传统的旅游接待服务已经不能满足蓬勃发展的个性化旅游市场的增长需求。为了满足旅游业发展需求、现代旅游者的需求,为了真正地把旅游业建设成为国民经济的战略性支柱产业和人民群众更加满意的现代服务业,加强旅游公共服务的建设迫在眉睫。同理,学术界对我国旅游公共服务的研究,也是提升旅游公共服务水平的重要举措。目前关于旅游公共服务的研究,主要是针对旅游公共服务概念的解析、服务内容与供给模式的介绍和旅游公共服务发展的建议等,关于旅游公共服务满意度的研究成果较少。本文以黄山风景区为研究的突破点,运用问卷调查、资料搜集和相关分析方法,得出旅游公共服务的供给、需求情况,为优化黄山的旅游公共服务提供了针对性的建议,并在理论上丰富了旅游公共服务的研究内容。首先,确定了旅游公共服务研究的理论基础,对公共产品、公共服务、旅游公共服务、游客感知、游客满意度、满意度形成机理等相关概念进行界定,对国内外旅游公共服务的相关研究理论进行回顾,明确了旅游公共服务的供给要素和需求感知要素,为后面的实证研究奠定理论基础并构建理论框架。其次,以黄山风景区为研究案例,采用资料收集、现场咨询方法,明确了旅游公共服务的供给现状,利用定性的手段总结出黄山风景区的旅游公共服务的供给主体、供给动力和供给机制等。然后,通过问卷调查,了解黄山的旅游公共服务的需求现状,在游客感知的基础上,采用定量的分析方法,分析出旅游公共服务的感知要素、游客对旅游公共服务的感知差异以及游客满意度的形成机理。最后,在旅游公共服务的供给现状和需求现状的基础上,提出针对性的优化对策。在经过定性和定量的分析后,文章得出以下结论：第一,黄山风景区提供的旅游公共服务内容全面,其供给主体包括市场、政府和社会,三者按照“G——M——S”联动运作模式,相互协调,实现效益最大化。第二,根据调研分析和游客的感知,可以得出旅游公共服务包含三大因素,即旅游基础服务因子、旅游辅助因子和旅游监管利民因子,游客对旅游公共服务的感知具有差异性,需要采取针对性的措施。第三,结合游客满意度的结构方程模型,可以得知景区的旅游公共服务满意度受多个因素影响,直接影响因素是景区形象和感知价值,服务的满意度决定游客是忠诚还是抱怨。因此,黄山风景区要想实现可持续发展和保持在国内外景区的竞争力,必须不断提高游客忠诚度。第四,实现黄山风景区旅游公共服务的优化需要从供给、需求和保障措施三个方面入手。
[Abstract]:The changes of tourist structure, the consumption level of tourism, the scale of industry and the social function of modern tourism market. The traditional tourism reception service can not meet the growing demand of the booming personalized tourism market. In order to meet the needs of tourism development, the needs of modern tourists. In order to truly make tourism the strategic pillar industry of the national economy and the modern service industry which the people are more satisfied with, it is urgent to strengthen the construction of tourism public service. Academic research on tourism public service is also an important measure to improve the level of tourism public service. At present, the research on tourism public service is mainly aimed at the analysis of the concept of tourism public service, the introduction of service content and supply mode, and the suggestions for the development of tourism public service. This paper takes Huangshan Scenic spot as the breakthrough point, using questionnaire survey, data collection and related analysis methods to get the supply of tourism public service. The demand situation provides some suggestions for optimizing the tourism public service in Huangshan, and enriches the research content of tourism public service theoretically. First of all, it defines the theoretical basis of tourism public services, public goods, public services, tourism public services, tourists perception, tourist satisfaction, satisfaction formation mechanism and other related concepts. Review the domestic and foreign tourism public service related research theory, make clear the tourism public service supply factor and demand perception factor, lay the theoretical foundation for the later empirical research and construct the theoretical framework. Secondly. Taking Huangshan Scenic area as a case study, using the method of data collection and on-site consultation, this paper clarifies the present situation of the supply of tourism public service, and summarizes the main body of the supply of tourism public service in Huangshan Scenic spot by qualitative means. Then, through the questionnaire survey, to understand the demand for tourism public services in Huangshan, on the basis of tourists perception, using quantitative analysis method. The paper analyzes the perceptual factors of tourism public service, the difference of tourists' perception to tourism public service and the forming mechanism of tourist satisfaction. Finally, on the basis of the present situation of supply and demand of tourism public service. Put forward targeted optimization countermeasures. After qualitative and quantitative analysis, the article draws the following conclusions: first, Huangshan scenic area provides comprehensive tourism public services, its main supply includes the market, government and society. Three according to the "G- M-S" linkage operation mode, coordination with each other to achieve maximum benefit. Second, according to research and analysis and tourists' perception, we can conclude that tourism public service contains three major factors. Namely the tourism basic service factor, the tourism auxiliary factor and the tourism supervision benefit the people factor, the tourist to the tourism public service perception has the difference, needs to take the targeted measure. Third. Combined with the structural equation model of tourist satisfaction, we can know that the tourism public service satisfaction of scenic spots is affected by many factors, and the direct influence factors are the image and perceived value of scenic spots. Service satisfaction determines whether tourists are loyal or complaining. Therefore, in order to achieve sustainable development and maintain the competitiveness of domestic and foreign scenic spots, Huangshan Scenic area must continuously improve tourist loyalty. 4th. To realize the optimization of tourism public service in Huangshan Scenic spot, we should start with three aspects: supply, demand and safeguard measures.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274

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