面向游客的地质公园旅游解说服务质量评价研究
发布时间：2018-07-20 10:56
【摘要】：地质公园是指以具有特殊科学意义、稀有性和美学观赏价值的地质遗迹为主体,并融合其他自然景观、人文景观而构成的一种独特的自然区域,为人们提供具有较高科学品位的观光游览、度假休闲、保健疗养、科学教育、文化娱乐的场所,同时也是地质遗迹景观和生态环境的重点保护区,地质研究与普及的基地。1999年2月联合国教科文组织(UNESCO)正式提出地质公园计划,经过十余年的发展,地质公园已成为了一种新型的旅游目的地。 地质公园兼有地质和公园双重属性,从诞生时起,就为自己树立了三项重大宗旨和目的：一是保护地质遗迹,保护自然环境；二是普及地球科学知识提高全民族科学文化水平；三是积极开展旅游活动促进地方经济发展。这三大宗旨和目标的实现都离不开旅游解说这一桥梁的中介作用,地质公园旅游解说服务不仅肩负着向游客旅游活动提供便利,帮助游客获得更完美的旅游体验,让游客像游览一般景区那样获得娱乐休闲感,从而使地质公园的公园属性得以发挥的重要作用,同时也肩负着向游客普及地球科学知识和保护地质遗迹及自然环境,使其地质属性得以实现的重要使命。 由此可见,旅游解说在地质公园这一新兴旅游目的地中扮演着重要的角色,地质公园呼唤着高质量的旅游解说,而何为高质量的解说服务,其在实际中应该提供怎样的服务内容,怎样对其进行评价,如何对其解说服务质量加以提升和管理,这都首先必须要有科学合理的评价方法和评价标准。但目前地质公园旅游解说研究在国内尚属起步阶段,且大多集中在对地质公园解说系统的规划和构架的研究上,对其解说服务质量的研究还很匮乏。 鉴于此,文章将国外运用成熟的服务质量评价技术引入到地质公园旅游解说服务中,以服务质量评价模型(SERVQUAL模型量表)为参考,结合地质公园旅游解说服务质量的内涵特点,从游客角度出发,构建适用于地质公园旅游解说服务质量评价的模型,以对地质公园旅游解说服务质量进行测评,并具体指导其旅游解说服务的改进,提高解说服务质量。 为此,文章进行了以下几点内容的重点探讨：首先用文献分析的方法对国内外关于服务质量和旅游解说的相关理论和研究进行了梳理,对地质公园相关概念和涉及到的理论基础进行了深入分析；在此基础上通过对地质公园旅游解说服务质量涵义的释析,大量的文献研究以及专家学者的建议,初步构建了面向游客的地质公园旅游解说服务质量评价模型；然后用问卷调查和统计分析的方法,以河南云台山世界地质公园为实证研究,运用因子分析、相关分析、回归分析等研究方法对模型进行了科学性和实用性的验证；最后,以云台山世界地质公园为例,将最终得到的模型结合IPA分析方法进行了应用性分析,根据分析结果,提出公园旅游解说服务质量提升的具体建议。 通过对上述内容的重点探讨,得到了以下几点主要结论,概括如下： 第一,构建了面向游客的地质公园旅游解说服务质量评价模型 最终确定了面向游客的地质公园旅游解说服务质量评价模型,该模型由7个维度45个具体评价项目构成,7个维度分别是特色性、有形性、可靠性、保证性、响应性、移情性和效果性,这7个因素累积方差贡献率达到76.560%,7个因素与地质公园旅游解说服务质量在0.01的显著水平上正相关,模型具有科学性和可信性。 第二,评价维度的重要性排序 通过回归分析,得出7个因素对地质公园旅游解蜕总体服务质量的影响程度,其中回归系数最高的是特色性,其次是有形性、响应性、效果性、可靠性、移情性和保证性,公园可以根据评价维度的重要性来决定改善解说服务质量的先后顺序。 第三,对云台山世界地质公园旅游解说服务质量测评 以构建的地质公园旅游解说服务质量评价模型为基础,对云台山世界地质公园旅游解说服务质量进行了测评,结果显示,游客对其解说服务质量的期望和感知之间存在着显著性差异,感知小于期望,云台山世界地质公园旅游解说服务质量有待提高。接着用IPA分析探讨了差异的具体情况,指出了亟待改善的指标,并从重点改善地质公园旅游解说服务质量评价的特色性各指标、提高公园解说服务人员的现场应对能力、通过各种媒介加强对地质公园这一景区其设立意义的受众这几个方面来针对性地提高其旅游解说服务质量。 本文的主要创新之处在于： 把服务质量理论和测评技术运用到地质公园旅游解说服务质量的研究中,建立了面向游客的地质公园旅游解说服务质量评价模型,并验证了模型的科学性和可行性。
[Abstract]:Geopark refers to a unique natural area with special scientific significance , rare property and aesthetic appreciation value , and combines other natural landscape and human landscape . It provides a place for people with high scientific grade for sightseeing , vacation and leisure , health care , science education and cultural entertainment . It is also a key protection area for geological heritage landscape and ecological environment . It is also a base for geological research and popularization . In February 1999 , UNESCO formally put forward the geological park plan . After more than ten years of development , the geological park has become a new type of tourism destination .
The geological park has the dual attributes of geology and park . Since its birth , three major purposes and objectives have been set up : one is to protect the geological remains and protect the natural environment ;
second , to popularize the knowledge of earth science to improve the level of national science and culture ;
The third is to actively carry out the tourism activities to promote the local economic development . The realization of these three purposes and objectives is inseparable from the intermediary role of the bridge , and the tourism interpretation service of the geopark not only bears the important role of facilitating the tourist activities of the tourists , but also helps the tourists obtain a more perfect tourist experience so as to make the park attribute of the geopark play an important role , and also bears the important mission to popularize the earth science knowledge and protect the geological remains and the natural environment to the tourists , so that the geological attributes can be realized .
It can be seen that tourism has played an important role in the new tourism destination of Geopark , and the Geopark calls for high - quality tourism commentary , how to evaluate the quality of service , how to evaluate it and how to improve and manage the quality of service . However , it is necessary to have scientific and reasonable evaluation methods and evaluation criteria .
In view of this , the paper introduces the abroad application of mature quality of service evaluation technology into the tourism interpretation service of geopark , and based on the service quality evaluation model ( SERVQUAL model scale ) , this paper constructs a model suitable for the evaluation of service quality of tourism in geological park from the perspective of tourists , to evaluate the quality of service of tourism in geological park , and to guide the improvement of the service improvement and improve the quality of service .
In this paper , the following points are focused on : firstly , the relevant theories and researches on the quality of service and tourism are reviewed by the method of literature analysis , and the related concepts of geological park and the theoretical basis related to tourism are analyzed in depth ;
On the basis of this , the author preliminarily constructs a model for evaluating the quality of service quality of tourist - oriented geological park tourism by analyzing the meaning of quality of service in the tourism of geopark , a great deal of literature research and the advice of experts and scholars .
Then , using the method of questionnaire and statistical analysis , this paper uses the research methods such as factor analysis , correlation analysis and regression analysis to verify the scientific and practical use of the research methods such as factor analysis , correlation analysis and regression analysis .
Finally , taking Yuntai Mountain World Geological Park as an example , the model combined with IPA analysis method is applied to the application analysis . According to the result of the analysis , the concrete suggestions about the improvement of service quality of park tourism are put forward .
Through the discussion on the above - mentioned content , the following main conclusions are obtained , which are summarized as follows :
Firstly , the evaluation model of the quality of service evaluation for tourists - oriented geological park tourism is constructed .
The evaluation model of the quality of service evaluation of tourism in the tourist - oriented geological park is determined . The model is composed of 45 concrete evaluation projects in seven dimensions . The seven dimensions are characteristic , tangible , reliability , assurance , responsiveness , empathy and effectiveness . These seven factors are positively related to the significant level of 0.01 , and the model has scientific and credibility .
Secondly , the importance of the evaluation dimension is ranked
Based on the regression analysis , the influence degree of 7 factors on the overall quality of service quality of tourism in geological park is obtained . The highest regression coefficient is characteristic , followed by physical , responsiveness , effect , reliability , empathy and assurance . The park can decide to improve the order of improving the quality of service quality according to the importance of the evaluation dimension .
Third , evaluating the quality of service of tourism in Yuntai Mountain World Geopark
This paper evaluates the quality of service of tourism in Yuntai Mountain World Geological Park on the basis of the model of quality evaluation of tourism in the geological park . The results show that there is a significant difference between the expectation and perception of the quality of service of the World Geological Park in Yuntai Mountain .
The main innovations of this paper lie in :
By applying the theory of quality of service and the evaluation technology to the research of the quality of service of tourism in geopark , a model for evaluating the quality of service of tourism in the tourist - oriented geological park is established , and the scientific nature and feasibility of the model are verified .
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274;F224
[Abstract]:Geopark refers to a unique natural area with special scientific significance , rare property and aesthetic appreciation value , and combines other natural landscape and human landscape . It provides a place for people with high scientific grade for sightseeing , vacation and leisure , health care , science education and cultural entertainment . It is also a key protection area for geological heritage landscape and ecological environment . It is also a base for geological research and popularization . In February 1999 , UNESCO formally put forward the geological park plan . After more than ten years of development , the geological park has become a new type of tourism destination .
The geological park has the dual attributes of geology and park . Since its birth , three major purposes and objectives have been set up : one is to protect the geological remains and protect the natural environment ;
second , to popularize the knowledge of earth science to improve the level of national science and culture ;
The third is to actively carry out the tourism activities to promote the local economic development . The realization of these three purposes and objectives is inseparable from the intermediary role of the bridge , and the tourism interpretation service of the geopark not only bears the important role of facilitating the tourist activities of the tourists , but also helps the tourists obtain a more perfect tourist experience so as to make the park attribute of the geopark play an important role , and also bears the important mission to popularize the earth science knowledge and protect the geological remains and the natural environment to the tourists , so that the geological attributes can be realized .
It can be seen that tourism has played an important role in the new tourism destination of Geopark , and the Geopark calls for high - quality tourism commentary , how to evaluate the quality of service , how to evaluate it and how to improve and manage the quality of service . However , it is necessary to have scientific and reasonable evaluation methods and evaluation criteria .
In view of this , the paper introduces the abroad application of mature quality of service evaluation technology into the tourism interpretation service of geopark , and based on the service quality evaluation model ( SERVQUAL model scale ) , this paper constructs a model suitable for the evaluation of service quality of tourism in geological park from the perspective of tourists , to evaluate the quality of service of tourism in geological park , and to guide the improvement of the service improvement and improve the quality of service .
In this paper , the following points are focused on : firstly , the relevant theories and researches on the quality of service and tourism are reviewed by the method of literature analysis , and the related concepts of geological park and the theoretical basis related to tourism are analyzed in depth ;
On the basis of this , the author preliminarily constructs a model for evaluating the quality of service quality of tourist - oriented geological park tourism by analyzing the meaning of quality of service in the tourism of geopark , a great deal of literature research and the advice of experts and scholars .
Then , using the method of questionnaire and statistical analysis , this paper uses the research methods such as factor analysis , correlation analysis and regression analysis to verify the scientific and practical use of the research methods such as factor analysis , correlation analysis and regression analysis .
Finally , taking Yuntai Mountain World Geological Park as an example , the model combined with IPA analysis method is applied to the application analysis . According to the result of the analysis , the concrete suggestions about the improvement of service quality of park tourism are put forward .
Through the discussion on the above - mentioned content , the following main conclusions are obtained , which are summarized as follows :
Firstly , the evaluation model of the quality of service evaluation for tourists - oriented geological park tourism is constructed .
The evaluation model of the quality of service evaluation of tourism in the tourist - oriented geological park is determined . The model is composed of 45 concrete evaluation projects in seven dimensions . The seven dimensions are characteristic , tangible , reliability , assurance , responsiveness , empathy and effectiveness . These seven factors are positively related to the significant level of 0.01 , and the model has scientific and credibility .
Secondly , the importance of the evaluation dimension is ranked
Based on the regression analysis , the influence degree of 7 factors on the overall quality of service quality of tourism in geological park is obtained . The highest regression coefficient is characteristic , followed by physical , responsiveness , effect , reliability , empathy and assurance . The park can decide to improve the order of improving the quality of service quality according to the importance of the evaluation dimension .
Third , evaluating the quality of service of tourism in Yuntai Mountain World Geopark
This paper evaluates the quality of service of tourism in Yuntai Mountain World Geological Park on the basis of the model of quality evaluation of tourism in the geological park . The results show that there is a significant difference between the expectation and perception of the quality of service of the World Geological Park in Yuntai Mountain .
The main innovations of this paper lie in :
By applying the theory of quality of service and the evaluation technology to the research of the quality of service of tourism in geopark , a model for evaluating the quality of service of tourism in the tourist - oriented geological park is established , and the scientific nature and feasibility of the model are verified .
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274;F224
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