团体出境游客的满意和不满意：建构及测量

发布时间：2018-04-19 23:04

本文选题：团体出境游客 + 量表开发　；参考：《湖南师范大学》2013年硕士论文

【摘要】：对于旅游产业来说,能够开发独特的产品和服务很重要,想要保持长久的成功,更为关键的是提高游客体验。欲了解游客体验,最广为接受的方法是满意度研究。测量和管理满意度对于旅游产业的生存、发展和成功至关重要。在以往的游客满意度测量中,学者一般使用同个的题项测试满意程度,最低分代表最不满意,中值分代表一般,最高分代表最满意。这样的测量建立在一个错误的假设之上——引起游客满意和不满意的因子相同。过去已有学者提出,满意因子和不满意因子并不相同。本研究建立在此观点上,目的在于寻找引起大陆出境团体游客满意、不满意的因素,并开发分别测试满意、不满意的量表。量表开发根据Churchill的建议。首先,由文献回顾、191场业者深度访谈、5场资深导游访谈得到183个题项,归类于团队旅游的八大维度下。第二,问卷初试,共回收205份有效问卷,经过信度分析、探索性因子分析、验证性因子分析纯化题项。得到17题的满意量表和16题的不满意量表。然后,正式问卷测试共回收180份有效问卷,经过验证性因子分析、信度检验、效度检验发现新量表内部一致性和稳定性皆佳。本研究发现：第一,导游、购物安排应该受到更大的重视,它们同时能引起游客满意和不满意的情绪,并且占了整个量表一半以上的题项。第二,旅行社现存的满意度测量意义很小,建议旅行社业者测试游客满意度时参考本研究所开发的量表。最后,本研究讨论了研究限制,并提出了未来研究的展望。
[Abstract]:It is important for the tourism industry to be able to develop unique products and services. The most widely accepted way to understand the tourist experience is the satisfaction study. Measuring and managing satisfaction is crucial to the survival, development and success of the tourism industry. In the previous measurement of tourist satisfaction, scholars generally use the same item to test satisfaction degree, the lowest score represents the most unsatisfactory, the median score represents the average, and the highest score represents the most satisfaction. Such measurements are based on the false assumption that the factors that cause satisfaction and dissatisfaction are the same. In the past, some scholars have pointed out that satisfaction factor and unsatisfactory factor are not the same. The purpose of this study is to find out the factors that cause the mainland outbound group tourists to be satisfied and dissatisfied, and to develop a scale of satisfaction and dissatisfaction. The scale was developed according to Churchill's recommendations. First of all, from the literature review of 191 in-depth interviews and 5 senior tour guides interviews, 183 items are obtained, which are classified under the eight dimensions of team tourism. Second, a total of 205 valid questionnaires were collected in the first test. The items were purified by reliability analysis, exploratory factor analysis and confirmatory factor analysis. A satisfaction scale of 17 items and a dissatisfactory scale of 16 items were obtained. Then, 180 valid questionnaires were collected from the formal questionnaire test. After confirmatory factor analysis, reliability test and validity test, it was found that the internal consistency and stability of the new scale were good. This study found that: first, tour guides, shopping arrangements should be paid more attention to, they can cause satisfaction and dissatisfaction of tourists at the same time, and accounted for more than half of the questionnaire items. Secondly, the existing satisfaction measurement of travel agencies is of little significance. It is suggested that travel agents should refer to the scale developed by this research when testing tourist satisfaction. Finally, the limitations of the study are discussed and the prospects for future research are proposed.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592;F224

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