基于顾客满意的北京旅游业服务水平提升策略研究

发布时间：2018-11-21 17:34

【摘要】：服务是企业赖以生存和发展的基础，，服务水平的好坏已经逐渐成为企业尤其是第三产业类企业生存发展的关键。旅游业作为典型的服务类行业，旅游企业之间的竞争从根本上讲就是服务水平之间的竞争，旅游类企业是否成功决定于诸多因素，服务是其中的关键因素之一。作为旅行社，谁抓住游客谁就拥有了服务的优势，因此提升服务水平策略对于企业制定营销策略具有较大的参考价值，也有助于企业进一步做好服务管理，提升服务水平。论文首先对旅游服务质量的内涵以及特点大致阐述，对旅游业的发展背景和现状进行分析，旅游者与服务之间的利害关系进行了简单的说明，构建了服务利润链模型，并分别从旅游者的角度和服务的角度对国内外的研究进展做了梳理和总结。然后，本文对服务与旅游者的内涵进行了简单介绍，对旅游者的参团前的决策过程、服务质量与旅游者购买决策的关联做了深入论述，由此对北京市旅游市场进行SWOT分析，并重点对北京旅游服务水平现状产生的原因进行了深入分析，在其基础上总结出了提高旅行社服务水平策略一般框架。文章同时介绍了旅游过程中旅游者行为的特点，对旅游者行为的内外部影响因素、服务的影响因素进行了分析和归类，同时对旅游者和导游分别进行调查问卷分析，从中分析出北京旅游市场产生的问题，总结出提高北京地区旅游服务水平的途径。论文分别从旅行社、旅游行政单位、导游服务公司以及导游协会的角度提出提升旅游服务水平策略所应该采取的措施，从而通过这些措施促进旅游业的健康发展，最后，文章创新式的提出开发体验式旅游、向品质旅游方向发展方向提出了提升北京地区旅游服务水平的策略。
[Abstract]:Service is the basis for the survival and development of enterprises, and the quality of service level has gradually become the key to the survival and development of enterprises, especially the tertiary industry enterprises. Tourism as a typical service industry, the competition between tourism enterprises is fundamentally the competition between service levels, tourism enterprises success depends on many factors, service is one of the key factors. As a travel agency, who catches the tourists will have the advantage of service, so the strategy of improving service level has great reference value for enterprises to formulate marketing strategies, and also helps enterprises to further do a good job in service management, improve service level. Firstly, the connotation and characteristics of tourism service quality are briefly expounded, the background and present situation of tourism development are analyzed, the relationship between tourists and service is explained simply, and the model of service profit chain is constructed. And respectively from the perspective of tourists and service point of view of domestic and foreign research progress has been combed and summarized. Then, this paper briefly introduces the connotation of service and tourists, discusses the decision-making process before tourists' participation, the relationship between service quality and tourists' purchase decision, and then makes a SWOT analysis on the tourism market in Beijing. The reasons of the present situation of tourism service level in Beijing are analyzed, and the general frame of improving the service level of travel agency is summarized. The article also introduces the characteristics of tourist behavior in the process of tourism, analyzes and classifies the internal and external factors of tourist behavior, and classifies the influencing factors of service. At the same time, it makes questionnaire analysis on tourists and tour guides respectively. The problems in Beijing tourism market are analyzed, and the ways to improve the tourism service level in Beijing are summarized. From the angle of travel agency, tourism administrative unit, tour guide service company and tour guide association, the paper puts forward the measures that should be taken to promote the healthy development of tourism industry through these measures. In this paper, the author puts forward the strategy of developing experiential tourism and developing to the direction of quality tourism in order to improve the level of tourism service in Beijing.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224

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