基于游客感知的小城镇旅游服务质量评价研究

发布时间：2018-01-18 11:09

本文关键词：基于游客感知的小城镇旅游服务质量评价研究　出处：《昆明理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在实现我国加快建设城镇化的过程中,有不少地区充分利用本地独特的旅游资源和地域优势,把发展旅游业作为当地经济建设的主要动力,从而使城镇化进程不断加快,这些城镇被称之为旅游型小城镇。旅游小城镇是一种重要的小城镇类型,是旅游业快速发展新形势与小城镇建设新要求相结合的产物。在中国旅游业快速发展和不断加速城镇化的进程中,旅游小城镇顺应了市场变化的需求和发展模式调整的趋势,展现出巨大的发展潜力,引起了各界的广泛关注。随着人们生活水平的提高,越来越多的游客选择旅游小城镇作为自己的旅游目的地,享受旅游小城镇给自己带来的宁静和闲适,这使得旅游小城镇的产业规模不断壮大,产业体系不断完善,但也存在一些不足,如一些旅游小城镇的基础设施不到位,交通、住宿、餐饮问题显著,旅游小城镇的规划建设未能结合其地方特色文化,没有综合考虑自身的自然地理特征、历史文化特征等。面对日益激烈的旅游市场,那么如何引导旅游小城镇开发商提高自己的经营管理水平和竞争力?这就迫切需要我们提高旅游小城镇的旅游服务质量。基于现实和理论的需要,本文先对服务质量的相关概念进行了界定,接着综述了国内外关于旅游小城镇的研究,最后对国内外旅游服务质量的研究进行了文献回顾。在研究综述和前期访谈的基础上,本文提出了旅游小城镇旅游服务质量的评价模型,并根据模型提出假设构建出评价指标体系。该评价模型以服务质量理论和旅游服务质量测评模型为基础,以旅游小城镇的服务质量为结果变量,构建了一个包括七个维度,28个要素的评价指标体系。论文以大理州的大理镇和喜洲镇为案例地,利用随机问卷访问的形式获得292份有效样本数据,并运用项目分析、信度分析、效度分析、因子分析等数据统计方法对评价体系进行优化。然后根据优化后的服务质量评价体系对两个旅游小城镇的旅游服务质量进行模糊综合评价分析,通过评价得出大理镇的旅游服务质量得分为3.98分,喜洲镇的服务质量得分为3.81分。并对游客感知的旅游服务质量进行差异性分析,以帮助相关旅游管理者改进服务,提高服务质量水平。最后,根据评价结果提出提高大理镇和喜洲镇服务质量的措施和建议,并指出了研究中的不足和展望。
[Abstract]:In the process of accelerating the construction and urbanization of our country, many areas make full use of local unique tourism resources and regional advantages, and take the development of tourism as the main driving force of local economic construction. As a result, the process of urbanization is accelerated, these towns are called tourist small towns, which is an important type of small towns. It is the result of the combination of the rapid development of tourism and the new requirements of the construction of small towns. Tourism towns conform to the changing demand of the market and the trend of development model adjustment, showing great potential for development, which has attracted wide attention from all walks of life. With the improvement of people's living standards, more and more tourists choose small tourist towns as their tourism destination, and enjoy the tranquility and leisure brought to them by small tourist towns. This makes the industrial scale of tourism small towns growing, the industrial system is constantly improving, but there are some shortcomings, such as some tourism small towns' infrastructure is not in place, transportation, accommodation, catering problems are significant. The planning and construction of small tourist towns have not been combined with their local characteristic culture, and their own natural geographical characteristics, historical and cultural characteristics have not been considered comprehensively. So how to guide the tourism small town developers to improve their management level and competitiveness? It is urgent for us to improve the quality of tourism services in small tourist towns. Based on the needs of reality and theory, this paper first defines the concept of service quality, and then summarizes the domestic and foreign research on tourism small towns. Finally, the domestic and foreign research on the quality of tourism service is reviewed. On the basis of the summary of the research and the previous interviews, this paper puts forward the evaluation model of tourism service quality in small towns. Based on the theory of service quality and the evaluation model of tourism service quality, the evaluation model is based on the theory of service quality and the evaluation model of tourism service quality, and takes the service quality of small tourist towns as the result variable. An evaluation index system including seven dimensions and 28 elements is constructed. Taking Dali town and Xizhou town in Dali prefecture as example, 292 valid sample data were obtained by random questionnaire interview, and item analysis, reliability analysis and validity analysis were used. Factor analysis and other data statistical methods to optimize the evaluation system. Then according to the optimized service quality evaluation system for the two small towns of tourism service quality fuzzy comprehensive evaluation analysis. Through the evaluation, the tourism service quality score of Dali town is 3.98 points, the service quality score of Xizhou town is 3.81 points, and the difference analysis of tourist perceived tourism service quality is carried out. Finally, according to the evaluation results, the measures and suggestions to improve the service quality of Dali and Xizhouzhen are put forward, and the shortcomings and prospects of the research are pointed out.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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