A旅行社出境游客满意度研究

发布时间：2018-12-25 08:28

【摘要】：近年来,得益于我国的经济红利及人口红利,我国出境旅游市场规模不断扩大。而随着我国居民旅游消费日趋于理性化、出境团社准入门槛的降低、及国家出台政策规范旅行市场发展秩序,旅行社面临来自外界的强大压力。现今,旅行社间的竞争已经由资源型竞争转变成客源型竞争。只有掌握了客源,企业才能立于不败之地。而赢得客源最有效、长久的手段即是要提升游客的满意度及忠诚度。本文结合旅游行业特征,通过参考相关文献,并与旅行社工作人员、游客进行咨询、商讨,设计了游客满意度调查问卷。笔者以A旅行社参团出游的游客为调查对象进行了问卷调查,对调查数据进行了数理统计处理,分析游客对旅行社服务质量的满意度水平及旅行社服务质量与游客感知价值、忠诚度、抱怨行为、满意度之间的关系,找出影响游客满意度的关键因素,并分析了游客的个体特征对旅行社服务质量满意度的评价影响。研究结果表明,旅行社服务质量与游客感知价值、忠诚度、满意度之间,游客感知价值与游客满意度、忠诚度之间都存在显著正相关关系;旅行社服务质量、游客感知价值与游客抱怨存在显著负相关关系；游客满意度与游客忠诚度存在显著正相关关系。游客对旅行社服务的四大因子的评价中,服务履行可靠性及服务保证性对游客的满意度评价影响最大；游客整体满意度水平分析显示,游客对旅行社经营环境及员工着装、出行前的告知、交通及餐饮的符合标准、领队的对外协调及氛围的营造评价较低；对游客的个体特征分析得出,受不同职业、学历、家庭结构、出游次数、出游线路的影响,游客对旅行社服务质量的评价有显著差异。
[Abstract]:In recent years, thanks to China's economic dividend and demographic dividend, the scale of outbound tourism market has been expanding. With the increasing rationalization of the residents' tourism consumption, the lowering of the entry threshold of the outbound groups, and the introduction of policies to regulate the order of the travel market development, the travel agencies are facing strong pressure from the outside world. Nowadays, the competition among travel agencies has changed from resource-based competition to tourist-based competition. Only by mastering the source of tourists, can the enterprise be in an invincible position. The most effective and lasting means to win tourists is to enhance the satisfaction and loyalty of tourists. Based on the characteristics of tourism industry, this paper designs a questionnaire on tourist satisfaction by referring to relevant literature, consulting with travel agency staff and tourists. In this paper, the author takes the tourists of A travel agency as the object of investigation, carries on the mathematical statistics processing to the investigation data, analyzes the tourist satisfaction level to the travel agency service quality, the travel agency service quality and the tourist perception value. The relationship among loyalty, complaint behavior and satisfaction, and find out the key factors that affect tourist satisfaction, and analyze the impact of individual characteristics of tourists on the evaluation of service quality satisfaction of travel agencies. The results show that there is a significant positive correlation between tourist service quality and tourist perceived value, loyalty, satisfaction, tourist perceived value and tourist satisfaction, loyalty; There is a significant negative correlation between the quality of service and perceived value of tourists and tourist complaints; There is a significant positive correlation between tourist satisfaction and tourist loyalty. Among the four factors of tourist service evaluation, the reliability of service performance and service assurance have the greatest impact on the evaluation of tourist satisfaction. The analysis of the overall satisfaction level of the tourists shows that the tourists have low evaluation on the operating environment of the travel agency and the clothing of the staff, the information before the trip, the standard of transportation and catering, the external coordination of the leader and the construction of the atmosphere. By analyzing the individual characteristics of tourists, it is concluded that there are significant differences between different occupations, educational background, family structure, number of trips, tour routes, and tourists' evaluation of the service quality of travel agencies.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6

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