旅游地顾客满意度测评指标体系的研究及应用

市场的竞争力来自顾客的满意度。本文根据旅游业的“食、住、行、游、娱、购”6要素特点。运用美国密歇根大学质量研究中心费耐尔(Fomell)教授的顾客满意度指数理论，构建旅游地顾客满意度指数测评的因果模型(Tourism Destination Customer Satisfaction Index，简称TDCSI)和旅游地顾客满意度测评指标体系，并对其进行了实证检验，证明该模型和指标体系较为科学、合理和可行。     

Satisfaction With All-Inclusive Tourism Resorts: The Effects of Satisfaction With Destination and Destination Loyalty

Despite the fact that all-inclusive package holidays play a major role in the tourism developments of sun and sea destinations, relatively little research has been done within the hospitality literature to investigate the relationships between satisfaction with all-inclusive, destination satisfaction and loyalty to a destination. Moreover, the measurement of satisfaction with all-inclusive resorts is lacking. Therefore, the aim of this study is to examine relationships between satisfaction with all-inclusive resorts, satisfaction with destination, and destination loyalty, in order to understand the generation of tourist satisfaction with all-inclusive resorts. Based the previous theoretical and empirical evidence in the related literature, a questionnaire survey was conducted during summer 2008 at Antalya, a major sun and sea tourism destination of Turkey. The data were analyzed using several statistical techniques. The results suggested that there were significant relationships between satisfaction with all-inclusive resorts, satisfaction with destination and destination loyalty. It is also noteworthy that an all-inclusive package tour is the most popular traveling mode for tourists visiting Antalya.     

旅游地顾客忠诚模型及实证研究

在对国内外顾客忠诚研究进行回顾的基础上,结合旅游业的特点,构建了旅游地顾客忠诚结构方程模型,探讨旅游地顾客忠诚的度量指标和驱动因素.研究发现:(1)旅游地顾客忠诚不仅表现在重游行为上,还包括旅游者的正面口碑宣传和推荐作用;(2)顾客感知质量、顾客感知价值、旅游动机、顾客满意是旅游地顾客忠诚的4个驱动因素,对顾客忠诚均有显著的正向影响.     

International Tourist Satisfaction and Destination Loyalty: Bangkok,Thailand

This study compares first-time and repeat international tourists regarding their satisfaction and destination loyalty with their visit(s) to Bangkok. The data were collected from 254 international tourists. The results revealed that they were most satisfied with beautiful architectural buildings and historical sites, shopping opportunities and cultural sightseeing. Friends and families were their preferred information sources. Vacationing in Bangkok was the main purpose of their trip and taxies were their main means of transportation. First-time and repeat visitors differed in their views of Bangkok as being an amazing place, the hospitality of residents and beautiful smiles, and the quality of goods/services. For repeat tourists, professionals and students differed in their views of safety and security. Both groups would revisit Bangkok and recommend Bangkok to others.     

基于顾客价值的经济型酒店顾客满意度测评研究

培育和维护满意的顾客是经济型酒店获得和保持竞争优势的重要条件,而顾客对酒店产品感知利得和利失的比较对顾客满意度的形成具有重要的影响。该研究以现有的顾客满意度理论为基础,结合经济型酒店的顾客需求和产品服务特征,从顾客价值获得的角度构建经济型酒店的顾客满意度测评模型,建立了顾客满意度测评指标体系,并进行了实证分析。研究表明,经济型酒店的卫生状况、支持系统、交通便利程度以及价格等方面的顾客满意度较低。最后,根据实证分析结果提出了经济型酒店提高顾客满意度的建议和对策。     

旅游购物体验要素对顾客价值及其满意和购买意向的影响

旅游者进行高质量的旅游体验并实现其体验价值是其旅游的重要目的.旅游购物是旅游过程的一个重要环节,也是旅游体验的组成部分.本文剖析了旅游者购物过程中的顾客价值的两个构成维度--旅游体验价值和商品感知价值,研究发现旅游者购物体验的4个要素对顾客价值有重要的影响作用,顾客价值对旅游者购物满意和购买意向具有很强的影响力.     

Impact of an Airline Merger on Customer Satisfaction

ABSTRACT

Given the radical changes in the airline industry where many airlines struggle to sustain their financial viability, consolidation appears to be one viable option for airlines. While airlines guarantee that consolidation will bring better customer service, the traveling public fears the effects of mergers that result from less competition. Using the AA/TWA merger, this article presents the results of an empirical study that provides both the airline public and airlines with insight into the real impact of an airline merger on airline service and customer satisfaction.     

Impact of Customer Relationship Management on Customer Satisfaction: The Case of a Budget Hotel Chain

Customer Relationship Management (CRM) can bring many benefits to the hotel business, though there are some associated challenges. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels. This study considers the changes that have emerged in the last decade as regards customer expectations when staying in budget hotels. We use qualitative approaches to investigate the overlaps between customer expectations and managers’ perceptions of CRM applications. The findings reveal that regardless of all changes, value for money and core products continue to play a critical role in customers’ overall satisfaction with budget hotels.     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论,较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念,结合地方情感概念中的旅游目的地意象和地方依恋,根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架,进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明,游客旅游目的地选择始于旅游目的地意象的形成,随着整体认知意象的深化,游客对旅游目的地将产生地方认同感,再通过选择决策行为选择意向的旅游目的地从事旅游活动,通过对旅游目的地旅游体验的功能满足产生依赖感,最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值,对于旅游目的地市场战略规划实践活动而言具有参照价值。     

Tourist Satisfaction and Destination Image of Vietnam's Ha Long Bay

Although considerable work has been done on destination image as a whole, far less research has investigated the differences in destination image assessments for domestic versus international visitors in developing countries. This study offers findings that illustrate the differences in perception of destination image, satisfaction attributes, and intention among domestic and international visitors to Ha Long Bay, a United Nations Educational Scientific and Cultural Organization World Heritage Site in Vietnam. The results of a survey on 650 tourists suggest that international visitors to the Ha Long Bay region have higher standards and are more critical in their evaluation of services than domestic visitors when judging this destination. Destination image is a common factor determining the level of satisfaction of both groups. Basic and augmented services were found to influence international visitors’ future intention toward the destination. This finding implies that the destination managers of Ha Long Bay need to improve current standard of augmented services to yield higher visitors’ propensity to recommend and return to the destination.     

旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响;认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.     

Determinants of Customer Satisfaction in the Hotel Industry: An Application of Online Review Analysis

This study illustrates that determinants of customer satisfaction in hospitality venues can be identified through an analysis of online reviews. Using text mining and content analysis of 42,668 online traveler reviews covering 774 star-rated hotels, the study found that transportation convenience, food and beverage management, convenience to tourist destinations and value for money are identified as excellent factors that customers booking both luxury and budget hotels consider important and for which the performance is much satisfactory to them. Customers paid more attention to, but were less satisfied with, bed, reception services and room size and decoration. Most determinants of customer satisfaction also showed a consensus over luxury versus budget hotels, except for factors referring to lobby and sound insulation. As per its findings, the article concludes by presenting theoretical and managerial implications.     

Alternate Measurement Approaches to Recreational Customer Satisfaction: Satisfaction-Only Versus Gap Scores

This study blends service quality and importance-performance methodologies to extend previous research beyond traditional customer service domains. The study examined water-based recreationists' importance and satisfaction ratings across a battery of 19 individual attributes within four domains relevant to outdoor recreation satisfaction (facilities, services, information, and recreation experience). Both the satisfaction-only item scores and gap scores (difference between importance and satisfaction level) were analyzed to determine their relationship within their respective satisfaction domain and with overall satisfaction. The satisfaction-only measures were found to be significantly better indicators than the gap scores of domain-level and overall satisfaction. The items were found to be stronger predictors within the four satisfaction domains than within the overall satisfaction model.     

How Service Quality Affects Customer Loyalty in the Travel Agency: The Effects of Customer Satisfaction,Service Recovery,and Perceived Value

This study develops a conceptual model of the effects of service quality on customer loyalty that reflects the mediating role of customer satisfaction and the moderating role of service recovery and perceived value, and applies this model to the travel industry. A survey and analysis confirm that customer satisfaction is positively influenced by service quality, and customer loyalty is positively influenced by customer satisfaction. Furthermore, customer loyalty is indirectly influenced by service quality through the mediator of customer satisfaction. The relationship between service quality and customer satisfaction is found to be stronger for customers who have a positive experience of service recovery; and the correlation between customer satisfaction and customer loyalty is stronger for customers who perceive high service value.     

饮食旅游动机对游客满意度和行为意向的影响研究

饮食旅游是近年来发展最快的旅游类型之一,但有关游客动机和行为的研究却很少.文章构建结构方程模型,剖析饮食旅游的推动和拉动动机要素,明确旅游动机对游客满意度和行为意向的作用机制.在澳门进行问卷调查获得368个有效样本后,检验假设模型,发现饮食旅游的推动动机为休闲放松、饮食猎奇和文化探索,拉动动机包括饮食产品和配套服务;休闲放松、文化探索和饮食产品对满意度有正向影响,饮食猎奇要素对行为意向有正向影响.文章从供求两方面明确了饮食旅游的参与原因及其后续效应,为发展饮食旅游、提升游客满意度和忠诚度提供了指导.     

旅游地形象感知偏差测评模型研究

旅游地形象是旅游地开发建设的重要内容之一,形象塑造是提高其市场影响力和市场竞争力的重要基础;因缺乏全真信息支撑,市场对旅游地形象的感知普遍存在偏差.本文根据形象主体及感知内容系统构建感知偏差测评层次模型,包含3个层次9个指标,其中模型权重由专家打分确定,基础数据源于市场调查结果,主要采用离差和法分析不同主体对不同感知内容的偏差程度.通过十堰旅游目的地验证,最终偏差指敷测评结果为0.626,偏差较大,其中主体时自然环境感知偏差最小,对社会环境感知偏差最大;旅游介体对十堰形象感知偏差最小,本地居民感知偏差最大.     

Limitations of Cross-Cultural Customer Satisfaction Research and Recommending Alternative Methods

SUMMARY

Cross-cultural research in tourism is receiving increasing attention from academics. Little, however, has been done with regard to the assessment of cultural differences in tourist satisfaction. Research in tourism marketing has recognized the need for further research in cross-cultural satisfaction research, and specifically, in equivalence issues regarding the measurement of tourist satisfaction. Consequently, the aim of this conceptual paper is to focus attention on the importance of exploring cross-cultural differences in customer satisfaction research. The principal contributions are three-fold: (1) to emphasize the significance of exploring cross-cultural differences while attempting to measure customer satisfaction in tourism, (2) to recommend alternative research methodology to analyse cross-cultural tourist satisfaction, and also (3) to point out limitations of conducting cross-cultural research in tourist satisfaction from both the theoretical and practical point of view.     

基于旅游经历的目的地吸引力感知差异研究

关于旅游经历对旅游者目的地感知的影响,现有的研究文献从感知形象和感知价值等方面进行了探讨,但尚未出现从目的地感知吸引力角度进行的相关研究。目的地的初游者和重游者代表着两类具有不同旅游经历的目的地游客,本文的研究目的在于探讨二者对旅游目的地吸引力的感知及其差异。实证研究结果表明,目的地感知吸引力包含了整体环境吸引和观光体验吸引两个维度,重游者在整体环境吸引上的感知显著高于初游者,二者在观光体验吸引的感知上没有显著差异。     

The Mediating Effect of Destination Image on the Relationship Between Spectator Satisfaction and Behavioral Intentions at an International Sporting Event

Although many previous studies have examined the effect of sporting events on destination image, relatively a limited number of studies have examined the effect of destination image on sporting events. Therefore, this study attempted to identify the mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions, including word-of-mouth (WOM) and revisit intentions, at an international sporting event, the Formula 1 Chinese Grand Prix (F-1). The results indicated that the effects of spectator satisfaction on WOM and repurchase intentions were found to be mediated by spectators’ reported destination images. Destination image fully mediated the effects of visual features and accessibility satisfaction on both WOM and revisit intentions. In addition, ticket and staff satisfaction had a direct effect only on WOM intentions. In other words, there was no mediating effect of destination image on the relationship between ticket and staff satisfaction and WOM intentions.     

Customer Satisfaction and Behavioural Intentions in a Rural Community Museum Environment

Abstract

This paper examines a cornerstone concept of mainstream marketing theory relating to the importance of customer satisfaction as an influence on future behavioural intentions. The underlying premise is that visitors to a tourist attraction whose expectations are met or exceeded will be satisfied with their experience, and that the degree of perceived satisfaction will positively correlate with their stated intention to repeat purchase and to recommend the experience to others. This paper reports an exploratory project to test the above proposition within a tourism industry context, specifically with reference to the museum sector. The study measures visitor satisfaction levels and future intentions to revisit or recommend the Matakohe Kauri museum in Northland, New Zealand-a rurally isolated tourist attraction which is heavily dependent on referrals to support its continued existence. Research was undertaken by means of a two part structured interview technique, conducted on site with 141 respondents on six separate days in September and October 1996. Visitor expectations were established by questioning prior to entry, whilst a subsequent exit interview captured respondents' perceived degree of satisfaction with their visit. The second interview included a measure of stated intention to return and to recommend the museum to others. Provisional indications are that perceived levels of satisfaction have little bearing on the visitor's stated intention to return to the attraction; however, a significant relationship exists between perceived satisfaction and intention to recommend to others. The results of this research will prove valuable as a foundation for a recommended programme of further research to more rigorously assess the performance of customer satisfaction theory within a rural folk museum environment.