出境旅游电商平台顾客满意度研究

发布时间：2018-07-24 13:16

【摘要】：随着中国经济的快速发展以及人民生活水平的显著提高,中国居民对出境旅游的需求呈现高速增长的趋势,同时出境旅游电子商务企业也进入发展的快车道。但随之而来的是旅游服务质量下降、旅游产品与描述不符、旅游景点强制购物、自费项目性价比低、导游素质参差不齐等一系列的问题。这类问题的出现严重影响了出境旅游顾客体验,降低了顾客满意度。针对上述问题,本文采用统计分析与实证研究的方法,从携程旅行网和途牛旅游网的游客点评获取最真实的顾客满意度相关数据,根据扎根理论二级编码构建顾客满意度影响因素模型,并通过ordered probity回归计量模型对顾客满意度及其九大影响因素进行实证分析。实证结果显示,旅游电商服务、酒店住宿服务、自费项目及购物等九个顾客满意度衡量指标均对顾客满意度具有正向的显著性影响。文章最后根据对携程旅行网和途牛旅游网上出境旅游顾客满意度的对比分析,为出境旅游电子商务企业提出了具体的发展建议。携程和途牛应该保持各自在旅游电商服务、导游服务等方面的竞争优势,完善特殊事件处理机制和信息服务;其他旅游电商企业和新进入市场的电商平台应该从打造完美的客户服务与信息服务、出境旅游与医疗服务融合创新、出境旅游与金融保险融合创新、出境旅游产品个性化这四个方面实现突破。
[Abstract]:With the rapid development of Chinese economy and the remarkable improvement of people's living standard, the demand of Chinese residents for outbound tourism is increasing at a high speed. At the same time, E-commerce enterprises of outbound tourism have also entered the fast track of development. But then there are a series of problems, such as the decline of tourism service quality, the unconformity of tourism products with description, the compulsory shopping of tourist attractions, the low cost of self-paid items, the uneven quality of tour guides, and so on. The emergence of these problems has seriously affected the outbound tourism customer experience and reduced customer satisfaction. In view of the above problems, this paper uses the methods of statistical analysis and empirical research to obtain the most true customer satisfaction data from the tourists' comments of Ctrip Travel Network and Tuniu. Based on the rooted theory of two-level coding, this paper constructs a model of influencing factors of customer satisfaction, and makes an empirical analysis of customer satisfaction and its nine influential factors through ordered probity regression model. The empirical results show that nine measures of customer satisfaction, such as tourism e-commerce service, hotel accommodation service, self-paid items and shopping, all have a positive and significant impact on customer satisfaction. Finally, based on the comparative analysis of customer satisfaction of outbound tourism between Ctrip Travel Network and Taurus Travel Network, the paper puts forward specific suggestions for the development of outbound tourism e-commerce enterprises. Ctrip and Tu should maintain their respective competitive advantages in tourism e-commerce service, tour guide service and so on, and perfect the special event handling mechanism and information service. Other ecommerce enterprises and new ecommerce platforms entering the market should start from creating perfect customer service and information service, merging innovation of outbound tourism and medical service, and integration of outbound tourism and financial insurance. The individualization of outbound tourism products has achieved a breakthrough in these four aspects.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F592.6

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