【作者】 刘旭；

【导师】 刘焱；

【作者基本信息】 湖南师范大学 ， 旅游管理， 2015， 硕士

【副题名】以咸宁游客为例

【摘要】 导游服务质量是旅游业中非常重要的一个环节。随着旅游业的发展和旅游市场竞争的加剧,提高游客的满意度、忠诚度,对于旅行社的发展具有重要的意义。由于旅行社产品总体的不可分割性,旅游者的满意度和忠诚度受旅游各环节的影响。其中,导游人员带领旅游者参观游览,完成旅游消费的全过程,与旅游者朝夕相处,为他们提供讲解服务和生活服务、解决各种困难,所以旅游则对导游人员的服务感受最为深切,对导游服务质量的反应最为敏感。因此,导游服务质量是旅游服务质量高低的最敏感的标志。咸宁是一座新兴的旅游城市,旅游资源丰富。以咸宁为例,笔者利用自身当导游带团过程中对游客访问和在旅行社兼职收集同行的调查问卷,利用SPSS19.0分析了导游服务质量对游客满意度和忠诚的影响,而且结果表明导游服务质量和游客的满意度以及忠诚呈现显著的正太分布关系,而在四个因子中即讲解水平、服务态度、应变能力、服务规范,游客则认为导游的讲解水平和应变能力是影响他们满意度和忠诚度的最主要的两个因子。本文先介绍了论文的选题背景、研究的理论与现实意义、文献综述以及研究方法和构思。然后对游客的满意度、忠诚进行系统说明,确立研究的理论基础,形成便于导游服务应用的理论模型。再就是首先对导游人员的服务概念进行界定,然后剖析导游人员服务目前的工作特点,利用现有的调研数据,对游客对导游人员的服务存在的问题以及原因加以分析,以明确导游人员的服务和游客的满意度之间的关系。后面结合前面的部分内容,系统全面地提出导游人员对游客满意度和忠诚的影响。最后在以上理论与实践分析的基础之上,得出导游人员服务不仅仅是影响游客满意度、忠诚度的很重要的因素,并且在一定程度上游客的一些言语、行为、感知也会影响着导游对其服务的质量,这是本文的重点,也是创新之处。更多还原

【Abstract】 The quality of tour guide service is a very important link in the tourism industry. Along with the development of the tourism industry and the competition of the tourism market, the satisfaction and loyalty of the tourists are important to the development of the travel agency. Because of the total non- separable of travel agents, the satisfaction and loyalty of tourists are influenced by the tourism links. Among them, tour guides lead tourists visit and tour, and complete the whole process of tourism consumption, and tourists from morning till evening, as they provide explanation and life services, solve all kinds of problems, so tourism is on tour guides service experience most deeply, of tour guide service quality is the most sensitive. Therefore, the service quality is the most sensitive sign of the quality of the tourism service.Xianning is a new tourism city, rich in tourism resources. In Xianning, for example, the use of their own when the tour guide in the process of tourists to visit and travel in part-time collected peer questionnaire, using SPSS to analyze the quality of tour guide service influence on tourist satisfaction and loyalty, and the result show that the tour guide service quality and tourist satisfaction, and loyalty showed significant Zhengtai distribution relationship, and in the four factors which explain the level, service attitude, strain capacity, service standards, visitors is that tour guides explain the level and ability of meet an emergency is their satisfaction and loyalty of the main two factors.This paper first introduces the background of the research, the theoretical and practical significance of the study, the literature review and research methods and ideas. Then, the satisfaction and loyalty of tourists are systematically explained, and the theoretical basis of the research is established, and the theoretical model of the service application is formed. Again is the first concept of tour guides service defines and analysis of current work of tour guides’ service, using the existing research data, to visitors to the guide’s personnel service existing problems and analyses the reasons, to the relationship between clear tour guides service and tourist satisfaction. In the back of the part of the contents of the front part, the paper systematically puts forward the influence of tour guides on the tourists’ satisfaction and loyalty. Finally on the basis of the above theory and practice analysis, it is concluded that the tour guides’ service is not only very important factors that affect tourist satisfaction, loyalty, and in a certain extent of tourists some words, behavior, perception also affects the tour guide on the service quality, which is the focus of this paper, but also innovations.更多还原