基于SERVQUAL模型的石林景区服务质量评价研究

发布时间：2018-05-06 09:36

本文选题：旅游景区 + 服务质量　；参考：《昆明理工大学》2017年硕士论文

【摘要】：随着可支配收入的增加以及闲暇时间的增多,许多人开始将外出旅游当成自己习以为常的休闲娱乐方式,而地方政府也越来越重视旅游业对区域经济、文化的推动作用。作为主要的旅游目的地形式,尽管旅游景区为了应对客流量的压力,不断加强景区的管理体制,但是在旅游服务过程中仍然有大量的问题和瑕疵亟待解决,比如说景点的设施设备不完备、旅游六要素食、住、行、游、购、娱存在不足、景区设计没有突显地方文化特色等。因此,随着旅游景区竞争的态势的加剧,旅游景区应当进一步加强其旅游服务质量管理能力,以期在与其他旅游目的地竞争中占据有利位置。为了更好地研究旅游服务质量,本文首先将旅游服务质量有关的术语进行了阐释,然后对国内外旅游服务质量的文献进行回顾。通过文献回顾以及对旅游从业者、专家等的访谈,确立了以SERVQUAL为基础的、五个维度22个变量的旅游景区服务质量的评价指标体系,并根据旅游景区自身的特点加以改进。同时,通过模糊综合评价法、多元排序选择模型等多种方法对石林风景区的服务质量进行分析。本文以云南省石林风景区作为研究案例,通过投放调查问卷的方式获得172份有效样本问卷。利用SPSS软件对指标体系进行效度分析、因子分析、信度分析,结合分析结果对评价指标体系进行改进,从而获得可行有效的问卷指标。再者,通过模糊综合评价法得到基于游客感知的石林景区服务质量的评价值;利用差距分析的方法指出景区服务质量存在问题的关键部分;采用多元排序选择模型分析各维度指标对景区服务质量评价的影响效果。最后,根据评价结果从基于SERVQUAL的五大维度和游客期望管理两个方面提出提高石林风景区的相应措施与建议,并指出了研究中的不足和展望。
[Abstract]:With the increase of disposable income and leisure time, many people begin to take traveling as their usual form of leisure and entertainment, and local governments pay more and more attention to the promotion of tourism to regional economy and culture. As the main form of tourism destination, although the scenic spots, in order to cope with the pressure of passenger flow, constantly strengthen the scenic spot management system, but in the process of tourism service, there are still a lot of problems and defects to be solved. For example, the facilities of scenic spots are not complete, the six elements of tourism eat, live, travel, travel, buy and entertain, the design of scenic spots does not highlight the local cultural characteristics and so on. Therefore, with the aggravation of the competition of scenic spots, tourist attractions should further strengthen their ability to manage the quality of tourism services in order to occupy a favorable position in the competition with other tourist destinations. In order to better study tourism service quality, this paper first explains the terms related to tourism service quality, and then reviews the literature on tourism service quality at home and abroad. Through literature review and interviews with tourism practitioners and experts, this paper establishes the evaluation index system of service quality of tourist attractions based on SERVQUAL and five dimensions and 22 variables, and improves it according to the characteristics of tourist attractions themselves. At the same time, the service quality of Shilin Scenic spot is analyzed by fuzzy comprehensive evaluation method and multivariate ranking selection model. This paper takes Shilin Scenic spot in Yunnan Province as a case study and obtains 172 valid sample questionnaires by placing questionnaires. The validity analysis, factor analysis and reliability analysis of the index system were carried out by using SPSS software, and the evaluation index system was improved by combining the results of the analysis, and a feasible and effective questionnaire index was obtained. Thirdly, the evaluation value of service quality of stone forest scenic spot based on tourists' perception is obtained by fuzzy comprehensive evaluation method, and the key part of service quality problem of scenic spot is pointed out by using gap analysis method. The effect of each dimension index on the quality of service evaluation of scenic spots was analyzed by using multi-element sorting selection model. Finally, according to the evaluation results, the paper puts forward the corresponding measures and suggestions to improve the stone forest scenic spot from the five dimensions based on SERVQUAL and the tourist expectation management, and points out the shortcomings and prospects of the research.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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