伊犁地区旅游公共服务游客感知研究

发布时间：2018-04-10 16:27

本文选题：游客感知 + 旅游公共服务　；参考：《新疆财经大学》2016年硕士论文

【摘要】：近年来,随着社会经济发展,旅游业逐渐趋于散客化和休闲化,游客对旅游公共服务中的个性化和人性化需求也更加突出。因此如何提高旅游公共服务质量,增强旅游公共服务的竞争力,更好地满足旅游者需求,已经成为政府部门和旅游企业共同关注的问题,也是学术界有待研究的课题。基于上述研究的目的,首先,本文通过查阅有关资料,对伊犁地区旅游公共服务的供给现状进行归类总结,梳理出伊犁旅游公共服务供给的现状和存在的问题。其次,根据旅游公共服务的内容构成,从供需两个角度设计游客感知评价的旅游公共服务调查问卷,通过实地发放问卷,运用SPSS21.0统计分析软件进行配对比T检验的分析,考察了游客对旅游公共服务的满意程度和需求状况,以及供需之间的差距。同时根据各服务项目在IPA不同象限中坐落位置,确定出影响旅游公共服务质量的关键因素。在此基础上,对被调查游客的基本属性特征(性别、年龄、职业、收入、动机和忠诚度等)进行了描述性统计分析。根据调查数据得出以下主要结论:网上咨询预订需求度高,但存在网页内容不全面、信息更新不及时、旅游产品预订种类单一等问题;旅游服务宣传不够,游客认知和参与度不足,导致旅游公共服务资源利用率低;旅游安全保障和行政服务的重要性突出,表现为游客对住宿/餐饮安全监测服务和旅游投诉有效处理需求度较高,是影响游客满意度的关键要素;旅游公共服务的供需感知不平衡,特别是旅游惠民基础设施未能满足游客需求,具体包括卫生设施、公共休息区、旅游娱乐/购物设施、无障碍游憩设施、在线金融服务等。最后,结合调查结论归纳出影响旅游公共服务质量的关键因素,设计旅游公共服务蓝图,并通过对服务蓝图中潜在失误点、等待点、游客决策点等关键节点深入剖析,进而提出有针对性的流程优化策略,通过管理员工对服务内容、流程、规范的熟悉程度和工作效率等,完善服务蓝图中的关键环节,从而使游客对旅游公共服务产生积极的评价,提高游客的满意度。
[Abstract]:In recent years, with the development of social economy, tourism gradually tends to be individualized and leisure, and the demand of individuation and humanization of tourism public service is more prominent.Therefore, how to improve the quality of tourism public services, enhance the competitiveness of tourism public services, and better meet the needs of tourists, has become a common concern of government departments and tourism enterprises, but also a subject to be studied in academia.Based on the purpose of the above research, first of all, by consulting the relevant information, this paper classifies and summarizes the present situation of the supply of tourism public service in Yili area, and combs out the present situation and existing problems of the supply of tourism public service in Yili.Secondly, according to the content composition of tourism public service, the tourism public service questionnaire is designed from the point of view of supply and demand. The questionnaire is sent out on the spot, and the paired ratio T test is analyzed by using SPSS21.0 statistical analysis software.The degree of satisfaction and demand of tourist public service and the gap between supply and demand were investigated.At the same time, according to the location of each service item in different quadrants of IPA, the key factors affecting the quality of tourism public service are determined.On this basis, the basic attributes (sex, age, occupation, income, motivation and loyalty) of the tourists were analyzed.According to the survey data, the following main conclusions are drawn: the demand for online consultation booking is high, but there are some problems such as incomplete web content, untimely updating of information, single type of tourism product reservation, insufficient publicity of tourism service, etc.The lack of tourists' cognition and participation leads to low utilization of tourism public service resources, and the importance of tourism security and administrative services is prominent, which is manifested by the high demand for tourists to deal with lodging / catering safety monitoring services and tourism complaints effectively.It is a key factor affecting tourist satisfaction; the perceived imbalance between supply and demand of tourism public services, especially the failure of tourism infrastructure to meet the needs of tourists, includes health facilities, common rest areas, tourism entertainment / shopping facilities,Barrier-free recreation facilities, online financial services, etc.Finally, combined with the conclusion of the investigation, the key factors affecting the quality of tourism public service are summed up, and the blueprint of tourism public service is designed, and the key nodes, such as potential error points, waiting points, tourist decision points, etc. in the service blueprint are deeply analyzed.And then put forward targeted process optimization strategy, through the management of service content, process, standard familiarity and work efficiency, improve the key links in the service blueprint,In order to make tourists to tourism public service positive evaluation, improve the satisfaction of tourists.
【学位授予单位】：新疆财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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