基于游客感知的秦皇岛旅游公共服务质量评价研究

发布时间：2018-11-12 12:04

【摘要】：随着旅游业的发展，单纯的以景点为主要内容的资源竞争已经转变为包括旅游公共服务在内的综合水平的竞争，而且，当今的旅游活动日益呈现出大众化、散客化、常态化的趋势，这对旅游目的地的旅游公共服务提出了更高的要求，以不断适应新形势的需要。旅游公共服务质量的高低直接影响了旅游目的地的形象、综合竞争力和影响力。秦皇岛作为全国首批优秀旅游城市已成为国内外游客热衷的旅游休闲目的地，但是近年来，秦皇岛的旅游发展并不十分理想，在中国旅游研究院发布的全国游客满意度报告中，秦皇岛在50个样板城市中排名靠后，因此还需要很大的提升。本文从游客感知的角度出发，通过调查问卷获得一手数据，构建了旅游公共服务质量评价模型，运用SPSS分析软件，经过因子分析、回归分析、IPA评价等找出影响秦皇岛旅游公共服务质量的主要因素，并有针对性地提出了改进措施。首先，对研究背景、研究意义、国内外研究综述、研究内容、研究方法进行了阐述，界定了基本概念和相关理论，为后文的研究提供了理论基础和分析工具。其次，以SERVQUAL评价模型为基础，并结合旅游公共服务的特点，，构建了旅游公共服务质量评价模型，之后对调研数据进行描述性统计分析、因子分析、回归分析等得出各维度影响秦皇岛旅游公共服务的重要程度，并以此为依据修正了之前建立的模型。最后，对模型进行应用型研究，研究发现，游客对秦皇岛旅游公共服务质量的期望值明显高于感知值，通过IPA分析得出了对秦皇岛旅游公共服务质量影响最大的8个指标，并在之后的研究中提出了有针对性的对策。
[Abstract]:With the development of tourism industry, the competition of resources with scenic spots as the main content has been transformed into the competition of comprehensive level, including tourism public services. Moreover, today's tourism activities are becoming more and more popular and individualized. The trend of normalization puts forward higher requirements for tourism public service in tourist destinations in order to meet the needs of the new situation. The quality of tourism public service has a direct impact on the image of tourism destination, comprehensive competitiveness and influence. Qinhuangdao, as the first excellent tourist city in the country, has become a popular tourist and leisure destination for domestic and foreign tourists. However, in recent years, Qinhuangdao's tourism development is not very ideal. In the report on the National tourist satisfaction issued by the China Tourism Research Institute, Qinhuangdao in the 50 model cities ranked at the bottom, so also need a lot of promotion. From the point of view of tourists' perception, this paper constructs the evaluation model of tourism public service quality through questionnaire, using SPSS analysis software, through factor analysis, regression analysis. The main factors affecting the quality of tourism public service in Qinhuangdao are found out by IPA evaluation, and the improvement measures are put forward. First of all, the research background, research significance, domestic and foreign research review, research content, research methods are described, defining the basic concepts and related theories, which provides a theoretical basis and analysis tools for the later research. Secondly, on the basis of SERVQUAL evaluation model and combined with the characteristics of tourism public service, this paper constructs a tourism public service quality evaluation model, and then carries on descriptive statistical analysis and factor analysis to the survey data. Regression analysis shows that each dimension affects the importance of Qinhuangdao tourism public service, and based on this, the model is revised. Finally, the model of applied research, the study found that the tourists of Qinhuangdao tourism public service quality expectations significantly higher than the perceived value, through IPA analysis of Qinhuangdao tourism public service quality has the greatest impact on the eight indicators. And in the following research put forward targeted countermeasures.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【参考文献】