基于游客感知的海南旅游诚信度研究
发布时间：2018-08-26 19:49
【摘要】：党的十八大报告中提出：深入开展道德领域突出问题专项教育和治理,加强政务诚信、商务诚信、社会诚信和司法公信建设。随着人们生活水平的提高,旅游作为一种时尚的生活方式走进人们的生活,其重要性被人们越来越认同。我国也由一个旅游资源大国转变为旅游经济的大国,但是由于诚信缺失引发的旅游问题日益严重。海南正处于建设国际旅游岛的高速发展时期,而多起的商家诚信事件严重影响了海南在游客心中的形象,使海南旅游发展受到了极大的影响。 本研究旨在从诚信内涵研究出发,构建以游客感知为基础的衡量海南旅游诚信度的评价体系,运用该体系对海南诚信度进行定量分析,找出目前海南旅游诚信存在的具体问题。分析海南旅游诚信度与游客满意度、感知价值和行为意向之间的相关关系,认清诚信度在发展旅游中的重要作用。最后给出结论,提出相关解决问题的建议,以供政府、企业参考。 本文得出的创新性成果为： (1)本研究编制了海南旅游诚信度问卷,且具有良好的信度,可以作为评价海南旅游诚信度的有效工具。 (2)系统分析了海南旅游诚信和三大主体之间的关系。海南旅游诚信度总体趋于一般,海南旅游诚信度与海南旅游三大主体成正相关的线性关系,并得到了多元线性回归方程,其中海南政府和旅游管理部门诚信度与海南旅游诚信度相关性最大。在海南旅游三大主体中,政府管理部门的诚信度最低；海南旅游三大主体内部存在很强的正相关关系,海南各类旅游企业诚信度和海南政府管理部门诚信度相关性最强,由此可见政府和旅游主管部门是诚信建设中作用至关重要,需要强化政府的主导作用。在海南旅游各类企业中,诚信度最低为旅行社和旅游餐饮类,诚信度相比最高的为旅游交通类。 (3)海南旅游诚信度与游客满意度、感知价值和行为意向均成正相关关系。其中海南旅游诚信度与游客满意度和游客的感知价值成较强正相关关系,与行为意向的正相关关系相比稍弱。
[Abstract]:In the report of the 18th National Congress of the Communist Party of China (CPC), it was pointed out that we should carry out special education and management of outstanding problems in the moral field, and strengthen the construction of good faith in government affairs, business integrity, social integrity and judicial trust. With the improvement of people's living standard, tourism, as a fashionable way of life, has come into people's life, and its importance has been more and more recognized by people. China has also changed from a large country of tourism resources to a large country of tourism economy, but the problem of tourism caused by lack of honesty is becoming more and more serious. Hainan is in the period of rapid development of building an international tourism island, and many business integrity incidents have seriously affected the image of Hainan in the minds of tourists, which has greatly affected the development of Hainan tourism. The purpose of this study is to set up an evaluation system based on tourists' perception to measure Hainan's tourism honesty, and to use the system to quantitatively analyze Hainan's integrity, and to find out the concrete problems existing in Hainan's tourism honesty. This paper analyzes the relationship between tourism honesty and tourist satisfaction, perceived value and behavioral intention in Hainan, and recognizes the important role of honesty in tourism development. Finally, the conclusion is given, and some suggestions are put forward for the reference of the government and enterprises. The innovative results obtained in this paper are as follows: (1) the Hainan Tourism honesty questionnaire has been compiled and has good reliability. It can be used as an effective tool to evaluate Hainan tourism honesty. (2) the relationship between Hainan tourism honesty and the three main subjects is analyzed systematically. Hainan tourism honesty tends to be general in general. Hainan tourism honesty has a positive correlation with the three main bodies of Hainan tourism, and the multiple linear regression equation is obtained. Among them, Hainan government and tourism management departments have the greatest correlation with Hainan tourism integrity. Among the three main bodies of Hainan tourism, the government administration department has the lowest degree of good faith, and there is a strong positive correlation within the three main bodies of Hainan tourism, and the relationship between the integrity of Hainan tourism enterprises and Hainan government management department is the strongest. Therefore, the government and tourism authorities play an important role in the construction of honesty and need to strengthen the leading role of the government. Among all kinds of tourism enterprises in Hainan, the lowest degree of good faith is travel agency and tourism catering, and the highest degree of good faith is tourism transportation. (3) Hainan tourism honesty and tourist satisfaction, There was a positive correlation between perceived value and behavioral intention. Among them, Hainan tourism honesty has strong positive correlation with tourist satisfaction and perceived value of tourists, and is slightly weaker than that of behavioral intention.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
本文编号：2205979
[Abstract]:In the report of the 18th National Congress of the Communist Party of China (CPC), it was pointed out that we should carry out special education and management of outstanding problems in the moral field, and strengthen the construction of good faith in government affairs, business integrity, social integrity and judicial trust. With the improvement of people's living standard, tourism, as a fashionable way of life, has come into people's life, and its importance has been more and more recognized by people. China has also changed from a large country of tourism resources to a large country of tourism economy, but the problem of tourism caused by lack of honesty is becoming more and more serious. Hainan is in the period of rapid development of building an international tourism island, and many business integrity incidents have seriously affected the image of Hainan in the minds of tourists, which has greatly affected the development of Hainan tourism. The purpose of this study is to set up an evaluation system based on tourists' perception to measure Hainan's tourism honesty, and to use the system to quantitatively analyze Hainan's integrity, and to find out the concrete problems existing in Hainan's tourism honesty. This paper analyzes the relationship between tourism honesty and tourist satisfaction, perceived value and behavioral intention in Hainan, and recognizes the important role of honesty in tourism development. Finally, the conclusion is given, and some suggestions are put forward for the reference of the government and enterprises. The innovative results obtained in this paper are as follows: (1) the Hainan Tourism honesty questionnaire has been compiled and has good reliability. It can be used as an effective tool to evaluate Hainan tourism honesty. (2) the relationship between Hainan tourism honesty and the three main subjects is analyzed systematically. Hainan tourism honesty tends to be general in general. Hainan tourism honesty has a positive correlation with the three main bodies of Hainan tourism, and the multiple linear regression equation is obtained. Among them, Hainan government and tourism management departments have the greatest correlation with Hainan tourism integrity. Among the three main bodies of Hainan tourism, the government administration department has the lowest degree of good faith, and there is a strong positive correlation within the three main bodies of Hainan tourism, and the relationship between the integrity of Hainan tourism enterprises and Hainan government management department is the strongest. Therefore, the government and tourism authorities play an important role in the construction of honesty and need to strengthen the leading role of the government. Among all kinds of tourism enterprises in Hainan, the lowest degree of good faith is travel agency and tourism catering, and the highest degree of good faith is tourism transportation. (3) Hainan tourism honesty and tourist satisfaction, There was a positive correlation between perceived value and behavioral intention. Among them, Hainan tourism honesty has strong positive correlation with tourist satisfaction and perceived value of tourists, and is slightly weaker than that of behavioral intention.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
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