延边旅行社服务质量与游客满意度实证研究

发布时间：2018-05-16 12:26

本文选题：延边 + 旅行社　；参考：《延边大学》2012年硕士论文

【摘要】：在我国的旅游业的飞速发展下,比拼服务质量成为各地旅行社赢得市场的最后法宝,如何利用游客对旅行社的服务质量评价加强旅行社服务质量管理成为一项极为迫切的工作。本文从游客的角度对旅行社服务质量进行评价,通过对延边地区几家大型旅行社的调查了解,构建了服务质量评价模型。为旅游管理部门提供当前旅行社服务质量的最新信息,确定延边地区旅行社服务质量的不足之处,为今后延边旅行社服务工作的进一步展开和质量提升提出思路和对策,为游客提供更加全面和贴心的服务,满足游客需求。本文首先从旅行社产品、旅游服务质量、旅行社游客满意度、旅行社服务质量与游客满意度关系等经济学的相关理论出发,通过事先对延边几家大型旅行社的初步调研,分析归纳出影响旅行社服务质量的六个因子,分别为旅游中的餐饮、住宿、交通、购物、景区、导游服务,并界定了本地旅游服务质量的25项影响指标,制定出问卷调查表,进行了调查问卷的发放和回收,了解到不同游客对旅行社服务质量的评价。其次,使用spssl7.0软件对调查问卷中的数据进行相应的处理,分别进行了描述性统计分析、信度分析、因子分析以及相关分析,指出旅行社服务质量与游客满意度之间存在显著相关性以及延边旅行社服务中的薄弱环节。最后,根据实证分析及结论,为延边地区旅行社服务质量的提升,提出了一些方案和策略。提升延边地区旅行社服务质量几项建议如下：第一,提高餐饮服务质量。提供性价比较高的团餐,并增加一些具有朝鲜族风味的饮食。第二,提高饭店住宿服务质量。培养服务人员正确的服务理念；增强饭店服务人员的效率意识,减少游客等待时间；加强饭店服务人员的培训。第三,提高延边旅游景区服务质量。增加景区停留时间,提高景区服务人员服务质量；开发景区旅游资源,加强景区基础设施建设,用增加景区景点的方式对游客分流,缩短游客排队时间。第四,提高导游服务质量,让导游的服务态度更加热情,主动和游客沟通,为游客解决困难。第五,提高交通服务质量,提高司机的安全意识。第六,开发朝鲜族特色旅游商品。创建旅游商品品牌；加大旅游商品的研发投入。加大人才培养力度。第七,加大宣传旅行社产品营销。加强边境产品营销,尤其是朝鲜、韩国和俄罗斯地区的产品营销；朝鲜族民族旅游产品营销。第八,减少旅行社优秀人才的流失。提高旅行社工作人员的待遇,创建优质的环境和奖励制度,加强其归属感,从而减少人才流失。
[Abstract]:Under the rapid development of tourism in China , the service quality of travel agencies has become the last magic weapon to win the market , and how to use tourists to evaluate the quality of service of travel agents is an extremely urgent task . In this paper , the author evaluates the service quality of travel agents from the perspective of tourists . This paper gives the latest information about the service quality of travel agents in the area of the extension , and puts forward some ideas and countermeasures for the further development and upgrading of the service of travel agents in the future . It provides more comprehensive and considerate services for tourists and meets the needs of tourists .

Based on the relevant theories such as travel agency product , service quality of travel , travel agent ' s satisfaction , service quality of travel agency and tourist ' s satisfaction , six factors influencing the service quality of travel agency are analyzed and summarized .

improve that service quality of the travel agency in the yanbian area as follow : the first , improve the service quality of the catering , provide a higher cost performance group meal , and add some food with the Korean flavor . second , improve the hotel accommodation service quality .
enhance the efficiency consciousness of the hotel service personnel and reduce the waiting time of tourists ;
Strengthen the training of hotel service personnel . Third , improve the service quality of Yanbian tourism scenic spot , increase the residence time of the scenic spot , improve the service quality of the service personnel of the scenic spot ;
Develop tourist resources of scenic spots , strengthen the infrastructure construction of the scenic spot , divert the tourists in the way of increasing scenic spots , shorten the queuing time of tourists . Fourth , improve the service quality of tour guide , make the service attitude of guided tour more warm , take initiative and tourists to communicate , to solve the difficulty for the tourists . Fifth , improve the traffic quality of service , improve the safety consciousness of the driver . Sixth , develop the special tourist commodity of the Korean nationality .
Increase investment in R & D investment of tourism commodities . Increase personnel training . Seventh , increase publicity for marketing of travel agency products . Strengthen the marketing of border products , especially the products marketing in Korea , Korea and Russia ;
Korean nationality tourism products marketing . Eighth , reduce the loss of travel agent talented persons . Improve the treatment of travel agency staff , create high - quality environment and reward system , strengthen their sense of belonging , and reduce the brain drain .

【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.6;F224

【参考文献】