旅游景区服务质量对游客旅游体验的影响研究

发布时间：2018-11-22 09:44

【摘要】：体验经济时代的到来,为旅游景区的发展提供了许多机遇,同时也使旅游景区的服务和管理面临了严重的竞争。伴随着社会发展越来越快,全面小康社会越来越凸显,旅游市场也在激烈的发展,导致各个旅游景区不断在进行激烈的争夺,尤其是那些在旅游市场上不突出的旅游景区,他们更要想尽方法突出自己的优势来生存,这就是我们常说的只有跟随环境的改变去适应环境才能够生存下来。现在是体验经济,我们要想让自己在这么激烈的竞争中脱颖而出,那么我们只有迎合这个经济时代,在服务方面努力,这样才能取得进步。本文从服务质量这个角度着手,来研究旅游产业,并照应这个时代特点。虽然影响游客旅游体验的因素有很多,比如旅游者个人内在因素、游客旅途经历因素、旅游的资源条件因素等,这些因素有一个共同点,就是它们对旅游体验的影响是难以控制的,比较主观的,而且变量是难以量化的。即使寻找了指标对这些因素进行了量化,研究出来的结果也与实际是大有偏差的,对我们未来的研究的贡献不大。本文研究旅游景区服务质量对旅游体验的影响是基于两个方面的原因:第一是因为服务质量这个因素是现在所有企业都非常重视的因素,不管在哪个行业它都占有非常重要的位置,研究它对旅游体验的影响,对我们在体验经济时代下的旅游景区的发展具有重大的指导作用;另一方面,服务质量这个因素国内外研究学者较多,本文是在前人的基础上用具体的变量对它进行解释,而且服务质量这个因素是可控制的,变量可以客观的解释,所以研究出来的结果在实践中我们是可以借鉴的。本文在文献综述、理论基础、设计调查问卷的依据上,进行了实证分析,运用了统计学研究方法,主要有因子分析、相关分析、回归分析等,构造了旅游景区服务质量对旅游体验的影响因素的体系及概念模型,它包括6个主因子,20个具体影响因素,并且在此基础上提出了一个中介变量游客情绪。以此为基础,运用线性回归方法,尝试构建了旅游体验与各个因子之间关系的线性回归方程。最后,实证分析研究结论主要有以下几点:第一,服务质量对游客情绪和旅游体验满意度分别具有显著的正向影响;第二,游客情绪对旅游体验满意度具有显著的正向影响;第三,旅游景区服务质量的部分维度分别与游客情绪、旅游体验满意度有着非常显著的正向影响;第四,游客情绪在服务质量和旅游体验满意度之间起到中介作用。由此可知,旅游体验受服务质量的影响,所以我们根据结论,提出了一些参考建议,这些启示可供旅游企业借鉴。最后提出本文研究的局限性和未来可以研究的发展方向。提高服务质量,丰富旅游者体验,这对于未来景区经营管理至关重要。本文是以自然风景类景区为例来进行实证研究的。
[Abstract]:The coming of experience economy provides many opportunities for the development of tourist attractions and makes the service and management of scenic spots face serious competition. With the rapid development of the society, the overall well-off society is becoming more and more prominent, and the tourism market is also developing intensely, which leads to the continuous fierce competition among various tourist attractions, especially those tourist spots that are not outstanding in the tourism market. They have to try to highlight their advantages to survive, which is what we often say we can only follow the changes to adapt to the environment to survive. Now is the experience economy, if we want to make ourselves stand out in such fierce competition, then we have to cater to this economic era, work hard in service, so that we can make progress. From the point of view of service quality, this paper studies the tourism industry and takes care of the characteristics of the times. Although there are many factors that affect the tourist experience, such as the personal factors of tourists, the factors of tourists' travel experience, the factors of tourist resources, and so on, these factors have one thing in common. That is, their impact on tourism experience is difficult to control, more subjective, and variables are difficult to quantify. Even if we look for indicators to quantify these factors, the results of the study are far from the actual situation and will not contribute much to our future research. This paper studies the impact of service quality on tourism experience for two reasons: first, because the quality of service is a factor that all enterprises attach great importance to. No matter in which industry it occupies a very important position, the study of its impact on tourism experience has a significant guiding role for the development of tourist attractions in the era of experience economy. On the other hand, there are many researchers at home and abroad on the quality of service factor. This paper uses specific variables to explain it on the basis of predecessors, and the quality of service factor can be controlled, variables can be objectively explained. So we can learn from the results in practice. In this paper, on the basis of literature review, theoretical basis, questionnaire design, empirical analysis and statistical research methods are used, including factor analysis, correlation analysis, regression analysis and so on. This paper constructs the system and conceptual model of the influencing factors of service quality of scenic spots on tourism experience. It includes 6 main factors and 20 specific factors. On this basis, an intermediary variable tourist emotion is put forward. On this basis, the linear regression equation of the relationship between tourism experience and various factors is constructed by using linear regression method. Finally, the conclusions of empirical analysis are as follows: first, the service quality has a significant positive impact on tourist sentiment and tourism experience satisfaction; second, tourist emotion has a significant positive impact on tourism experience satisfaction; Third, some dimensions of service quality of tourist attractions have a very significant positive impact on tourist sentiment and satisfaction degree of tourism experience. Fourthly, tourist emotion plays an intermediary role between service quality and satisfaction degree of tourism experience. It can be seen that tourism experience is affected by service quality, so we put forward some suggestions according to the conclusion, which can be used for reference by tourism enterprises. Finally, the limitations of this study and the future research direction are proposed. Improving service quality and enriching tourist experience are of great importance to the future management of scenic spots. This article takes the natural scenic spot as an example to carry on the demonstration research.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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