泰安市游客满意度现状及对策研究

发布时间：2018-05-09 16:47

本文选题：游客满意度 + 顾客导向　；参考：《山东农业大学》2014年硕士论文

【摘要】：近年来,我国旅游业发展迅速,在经济发展中的地位日益凸显。城市旅游是旅游业发展的重要组成部分,其发展既是城市发展之必须,又能在更高层次上推动城市旅游和地方经济的繁荣发展。游客满意度是提升城市旅游竞争力的关键因素,研究游客满意度,促进城市旅游经济发展,具有重要的现实意义和学术价值。本文以顾客满意度理论、顾客导向理论为指导,深入实际,对泰安市2012年游客满意度情况进行了详尽的调查研究,得到了大量的一手材料,本文的研究主要依托这些调研资料进行。研究试图回答如下问题:第一,泰安市2012年游客满意度中游客感知度总体情况如何?第二,泰安市2012年游客满意度中游客评价度总体情况如何?第三,影响泰安市游客满意度的优势因素有哪些?第四,影响泰安市游客满意度的劣势因素有哪些?根据研究特点,本文的研究方法采用实证归纳法和规范演绎法。第一部分对国内外游客满意度文献材料做述评,对相关的理论框架进行梳理。第二、三部分,通过为期一年(四次)的问卷调查、网络评价、投诉质监三种方式对泰安市2012年游客满意度情况进行调查分析。行文沿着游客感知和游客评价两条主线展开,涵盖对环境设施的感知、对服务行业的感知、旅游期望值、对环境服务的评价、抱怨和投诉、对游客忠实度评价六个维度。在对六个维度数据分析的基础上,归纳概括出泰安市游客满意度的四大优势因素:旅游产品结构优化,旅游形象得到提升、居民待客友善,社会治安秩序良好、旅游网站建设进步较快,信息化程度高、城市交通便利,旅游目的地可进入性较强。泰安市游客满意度四大劣势因素:便民设施满意度相对较低;公共服务标准化不足;住宿、文化娱乐、餐饮服务质量需改善;旅行社及导游服务参差不齐。第四部分,根据泰安市游客满意度的优劣势情况,依据对症下药、对号入座原则提出相应的七条对策和建议:(1)提升优化旅游环境,提高便民设施满意度;(2)明确泰安旅游形象定位,强化游客认知度;(3)倡导全民好客计划,提升城市亲切感;(4)加强服务人员好客培训,提升住、行、游服务标准;(5)加大公共交通管理力度,规范出租车行业服务标准;(6)加强游客满意度调研,推进旅行社及导游行业质量管理转型;(7)优化测评体系,加大信息化程度。第五部分,对全文主要研究结论进行总结,指出研究不足之处并对泰安市游客满意度今后的研究方向和重点进行展望。本研究专门针对泰安市2012年游客满意度的全面调查,研究难度大、研究视角新、实际应用价值较大。另外,由于被试群体的特殊性和随机性,使得本研究在样本选取上不能全面涵盖各个游客群体,数据收集广泛性不够,现有数据有待进一步丰富和完善。
[Abstract]:In recent years, China's tourism industry has developed rapidly and has become increasingly prominent in economic development. Urban tourism is an important part of tourism development. Its development is not only the necessity of urban development, but also can promote the prosperity of urban tourism and local economy on a higher level. Tourist satisfaction is the key factor to enhance the competitiveness of urban tourism. It is of great practical significance and academic value to study tourist satisfaction and promote the development of urban tourism economy. Guided by the theory of customer satisfaction and the theory of customer orientation, this paper makes a detailed investigation and study on the tourist satisfaction in Tai'an in 2012, and obtains a large number of first-hand materials. The research of this paper mainly relies on these research materials. The study tries to answer the following questions: first, what is the overall situation of tourist perception in the tourist satisfaction degree of Tai'an in 2012? Second, what is the overall evaluation of tourist satisfaction in Tai'an in 2012? Third, what are the advantages of the tourist satisfaction in Tai'an? Fourth, what are the inferior factors that affect the tourist satisfaction in Tai'an City? According to the characteristics of the research, empirical induction and normative deduction are adopted in this paper. The first part reviews the literature of tourist satisfaction at home and abroad, and combs the relevant theoretical framework. The second and third parts, through a year (four times) questionnaire survey, network evaluation, complaints quality supervision three ways to Taian 2012 tourist satisfaction was investigated and analyzed. The essay is based on the two main lines of tourist perception and tourist evaluation, covering six dimensions: perception of environmental facilities, perception of service industry, tourism expectation, evaluation of environmental services, complaints and complaints, and evaluation of tourist loyalty. On the basis of the analysis of six dimensions of data, this paper sums up the four advantages of tourist satisfaction in Taian: optimizing the structure of tourism products, promoting tourism image, being friendly to residents, and having a good public order. Tourism website construction is fast, information level is high, city transportation is convenient, tourism destination is more accessible. There are four inferior factors of tourist satisfaction in Taian: relatively low satisfaction of convenience facilities; insufficient standardization of public service; improvement of accommodation, cultural entertainment and catering service quality; uneven service between travel agencies and tour guides. In the fourth part, according to the advantages and disadvantages of tourist satisfaction in Tai'an City, according to the right remedy and the principle of seating, seven corresponding countermeasures and suggestions are put forward to promote and optimize the tourist environment. Improve the satisfaction degree of convenience facilities: (2) define the tourism image of Tai'an, strengthen the awareness of the tourists; advocate the national hospitality plan; enhance the city's affinity; and (4) strengthen the hospitality training of service personnel, and enhance the accommodation and operation. (5) strengthen the management of public transportation, standardize the service standard of taxi industry, strengthen the investigation of tourist satisfaction, push forward the transformation of quality management of travel agency and tour guide industry, optimize the evaluation system and increase the level of information. The fifth part summarizes the main conclusions of the paper, points out the deficiencies of the research and looks forward to the future research direction and focus of the tourist satisfaction in Tai'an City. This research is aimed at the comprehensive investigation of tourist satisfaction in Tai'an in 2012. The research is difficult, the research angle is new, and the practical application value is great. In addition, because of the particularity and randomness of the subjects, the sample selection of this study can not cover all tourist groups, the data collection is not enough, the existing data need to be further enriched and improved.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【参考文献】