基于战略地图理论的旅游自选超市评价指标研究

发布时间：2018-09-17 16:34

【摘要】：随着我国经济的迅速发展和人民生活水平的不断提高,国民休闲度假时间相应增加,自助旅游进入了快速发展时期。旅游自选超市应运而生,这个企业的主要功能是把旅游资源整合到一个平台上,供旅游者自由选择,让“吃住行游购娱”在这个平台上都能妥善解决。然而,公众、企业和政府都寄予厚望的旅游自选超市在各地出现发展不平衡和知名度、使用率比较低的问题,导致其运营困难和对社会资源的浪费。建立和完善科学合理的旅游自选超市评价体系成为解决问题的关键。在研究中外文献和旅游自选超市现状的基础上,笔者发现战略地图理论一直广泛应用于企业绩效评价中,其财务、客户、内部流程和学习成长的四个层面对于旅游自选超市建立评价指标体系有建设性的指导意义。运用战略地图理论的四个层面和其颗粒层确定影响旅游自选超市评价的相关因素作为综合指标,然后通过文献检索、专家访谈和实地调研的方法得到综合指标下的子指标。最后,运用因子分析法验证指标体系,对战略地图理论进行适应性调整；运用层次分析法得到指标权重,最终确定评价旅游自选超市的指标体系,以期科学评价其优劣,合理优化资源配置。在初始指标的基础上,设计和发放了调查问卷,进行指标体系的实证研究。所有数据利用SPSS16.0软件进行因子分析后再进行层次分析,得到的主要结论有：根据修正的战略地图理论设计的旅游自选超市评价体系共有五个层面24个指标,五个层面分别是财务层面、客户层面、内部运营层面、企业成长及软实力层面和人才技术层面；在层面权重的确定上,客户层面对评价旅游自选超市贡献率最大为40%,财务、内部运营层面为20%,企业成长及软实力层面、人才技术层面分别为10%;层面权重和子指标权重结合得出最终评价指标权重,得到了评价旅游自选超市的指标体系。
[Abstract]:With the rapid economic development and the continuous improvement of people's living standards, the national leisure vacation time increases correspondingly, and self-service tourism has entered a period of rapid development. However, the problem of unbalanced development and popularity and low utilization rate of the tourist supermarkets, which the public, enterprises and the government have placed great expectations on, has emerged in various places, resulting in difficulties in operation and waste of social resources. The establishment and improvement of a scientific and reasonable evaluation system for the tourist supermarkets has become a solution. On the basis of the research of Chinese and foreign literatures and the present situation of tourist supermarkets, the author finds that the strategic map theory has been widely used in the performance evaluation of enterprises. The four levels of finance, customers, internal processes and learning growth have constructive guiding significance for the establishment of evaluation index system of tourist supermarkets. Four levels of map theory and its granular layer determine the relevant factors affecting the evaluation of tourism supermarkets as comprehensive indicators, and then through literature retrieval, expert interviews and field research methods to get the sub-indicators under the comprehensive indicators. In order to evaluate the advantages and disadvantages of tourism supermarket scientifically and optimize the allocation of resources reasonably, the index weight is obtained by using the analytic hierarchy process.
On the basis of the initial indicators, a questionnaire was designed and distributed to conduct an empirical study of the index system. All the data were analyzed by factor analysis with SPSS16.0 software. The main conclusions were as follows: The evaluation system of tourism supermarkets designed according to the revised strategic map theory has five levels and 24 indicators. Five levels are financial level, customer level, internal operation level, enterprise growth and soft power level and personnel technology level; in the determination of the weight of the level, the maximum contribution rate of customer level to the evaluation of tourism supermarkets is 40%, finance, internal operation level is 20%, enterprise growth and soft power level, personnel technology level is respectively. The final evaluation index weight is obtained by combining the layer weight with the sub-index weight, and the index system for evaluating the tourism supermarket is obtained.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592

【参考文献】