十万大山国家森林公园服务质量提升策略研究

发布时间：2018-03-05 02:16

本文选题：十万大山国家森林公园　切入点：服务质量　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：十万大山国家森林公园自然禀赋出众、区位优势明显,是广西传统的森林旅游景区。随着广西森林旅游业的快速发展,越来越多的国有林场开展森林旅游业务,广西传统森林旅游市场主体面临的挑战也随之增大。国内许多旅游景区将提升服务质量作为提高景区旅游者总体满意度的抓手,但森林公园作为生态类旅游景区有其天然的脆弱性,片面追求服务质量提升也许会适得其反,因此服务质量提升对于森林公园管理者一直是个棘手问题。服务质量提升建立在服务组织对其服务质量具有清晰认识的基础上。服务质量测评研究由西方学者自20世纪80年代发起,经过数十年的发展已取得包括服务质量差距理论在内的众多成果,这些成果中的一部分还被应用到旅游业的实证研究中。本文基于森林公园旅游者感知,选取十万大国家森林公园服务质量作为研究对象,以生态旅游者服务质量期望模型(ECOSERV)为基础构建十万大山森林公园服务质量测评量表,使用SPSS19.0统计分析工具对十万大山森林公园旅游者调查数据样本进行分析。通过因子分析、信度分析等数据分析方法获取十万大山森林公园服务质量的六个维度：有形性维度、生态性维度、保证性维度、移情性维度、可靠性维度、响应性维度。研究发现十万大山国家森林公园服务质量与市场需求存在全方位、显著性差距,其中服务质量有形性维度和可靠性维度差距最大,本文将其确定为十万大山国家森林公园服务质量提升的优先对象。文章根据服务质量差距模型分析十万大山国家森林公园服务质量差距的形成原因,认为森林公园组织结构不合理、森林公园文化独特性缺失和培训体系不完善是其主要因素,并提出森林公园组织机构改革、加强森林公园文化建设和完善森林公园培训体系是十万大山国家森林公园服务质量提升的首要任务。
[Abstract]:With the rapid development of forest tourism in Guangxi, more and more state-owned forest farms develop forest tourism business. The challenges faced by the main body of traditional forest tourism market in Guangxi have also increased. Many domestic scenic spots take the promotion of service quality as the grasp to improve the overall satisfaction of scenic area tourists. However, forest park as an ecological tourism area has its natural vulnerability, the one-sided pursuit of service quality may be counterproductive, so the improvement of service quality has always been a thorny problem for forest park managers. The improvement of service quality is based on a clear understanding of service quality by service organizations. The research on service quality evaluation has been initiated by western scholars since 1980s. After decades of development, many achievements, including the theory of service quality gap, have been obtained, some of which have also been applied to the empirical research of tourism. Based on the perception of forest park tourists, the service quality of 100,000 national forest parks is selected as the research object. Based on ecotourism service quality expectation model (ECOSERV), the service quality evaluation scale of Shiwandashan Forest Park is constructed. Using the SPSS19.0 statistical analysis tool to analyze the sample of tourist survey data of Shiwandashan Forest Park. Through factor analysis, reliability analysis and other data analysis methods, six dimensions of service quality of Shiwandashan Forest Park are obtained: tangible dimension. Ecological dimension, assurance dimension, empathy dimension, reliability dimension, response dimension. The study found that there is a significant gap between service quality and market demand in Shiwandashan National Forest Park. Among them, the difference between tangible dimension and reliability dimension of quality of service is the biggest, This paper determines it as the priority object of service quality improvement in Shiwandashan National Forest Park. According to the service quality gap model, this paper analyzes the causes of the service quality gap in Shiwandashan National Forest Park. It is considered that the main factors are the unreasonable organization structure of the forest park, the lack of unique culture and the imperfect training system of the forest park, and the reform of the organization and organization of the forest park is put forward. Strengthening the cultural construction of forest parks and perfecting the training system of forest parks are the most important tasks to improve the service quality of the National Forest Park.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：S759.91;F592;F274

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