参团游客对旅行社服务质量的期望与感知实绩研究

关于参团游客对旅行社服务质量的预期和感知实绩的研究是改进旅行社服务质量,提高游客满意度的理论依据.本研究通过紧急事件访谈与问卷调查的方法,对参团游客对旅行社服务质量的期望与实际感知进行了研究,并利用IPA方法进行了分析探讨.结论认为,参团游客对旅行社服务质量主要关注产品服务质量、营业点服务质量、导游服务质量和营销服务质量,其中产品设计质量尤为重要;但游客的总体感知实绩并不理想,12个要素均需进一步改进,其中导游导购服务、产品种类多样化、价格公道和导游讲解水平是目前我国旅行社服务质量改进的关键因素,这一结论对旅行社服务质量改进具有现实意义.

On the Tourists' Expectation and Perception of Service Quality Offered by Travel Agencies

Tourists' expectation and perception of service quality provided by travel agencies is theoretical basis to improve service quality and raise tourists' satisfaction degree. The paper, through interviews with emergency events and questionnaire, makes a study of tourists' expectation and perception. An analysis is discussed by way of IPA method. The conclusion holds that tourists care more about product service quality, business area service quality, service quality of tour guides and marketing service quality. Among them the most important one is product design quality. However, tourists are not so satisfied with overall performance. Twelve elements are yet to be improved. The key factors regarding the improvement of service quality offered by travel agencies at present are: purchasing service led by tour guides, diversity of products, reasonable price and interpretation of tour guides. This conclusion is of immediate significance to the improvement of service quality.