都市型旅游目的地国内游客满意度研究
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摘要
对顾客满意问题的研究自20世纪60年代末兴起以来，始终受到理论界和企业界的关注。顾客满意度指数已经成为衡量经济运行状况的重要指标。近年来随着旅游目的地之间竞争形势的加剧，旅游目的地游客满意度问题日益受到旅游业界和学界的关注。但总体而言，目前国内外旅游目的地游客满意度的相关研究大多是以服务营销研究领域相关成果为基础的，并且其中大多数研究还处于借鉴性和验证性阶段。然而旅游目的地提供给游客的旅游产品与一般产品和服务相比，其特殊性是显而易见的。因此，服务营销领域的一些研究结论能否直接应用于旅游目的地游客满意度的相关研究中还需要进一步探讨。
鉴于以上管理实践和理论研究的需要，本文以顾客满意理论和激励理论为研究基础，从旅游目的地管理者的视角，针对都市型旅游目的地构建了基于国内客源市场的游客满意度测评模型并进行了实证研究，以探究游客感知质量、游客感知价值、游客满意度和游客行为意向之间的关系。
全文分为八章。第一章为导论。阐明论文的选题背景以及研究的目的和意义，并介绍论文的研究思路、主要内容、研究的技术路线、所使用的研究方法以及论文拟解决的关键问题与创新点。第二章为相关文献回顾与评析。回顾并评析国内外与游客满意度相关的文献，找出进一步研究的空间，作为本研究的切入点。第三章为研究对象的界定与理论基础。在对相关概念进行辨析与界定的基础上，将本文的研究对象确定为都市型旅游目的地，同时阐明了本研究的理论基础。第四章为研究的变量与测量量表。界定了本研究的核心概念，并采用定性分析与定量分析相结合的方法，确定了本研究中各变量的维度及其测量量表。第五章为研究的理论假设与概念化模型。针对游客感知质量、游客感知价值、游客满意度和游客行为意向等概念，在变量层面以及各变量的维度层面提出本研究的理论假设，并在对各变量之间的关系进行分析的基础上，提出本研究的概念化模型。第六章为模型分析与结果讨论。阐明正式调研的实施过程和数据分析方法，利用结构方程模型分析方法对理论设定模型进行分析，并检验理论假设。第七章为研究结论与讨论。对本研究的结论和主要贡献进行总结，就研究的局限进行讨论，并对后续研究提出建议。第八章为天津市国内游客满意度的提升策略。以前述研究结论为基础，针对影响天津市国内游客满意度的保健因素和激励因素分别提出了相应的对策。
本文的创新之处主要体现在如下方面：
首先，本文提出了“构建旅游目的地游客满意度评价模型必须针对特定类型的旅游目的地”这一研究前提，并以“顾客需要满足程度模型”和美国顾客满意度指数模型为基础，针对都市型旅游目的地构建了基于国内客源市场的游客满意度测评模型。
其次，本研究在文献综述和深度访谈的基础上，编制了游客感知质量的测量量表，并通过实证研究验证了游客感知质量量表的十维度结构。
再次，本研究探索性地将“游客满意度”这一变量划分为“满意”和“不满意”两个维度，进而确定其测量量表，并且通过分别测评游客感知质量各个维度与“满意”和“不满意”之间的关系，将游客感知质量的各维度划分为保健因素和激励因素。
最后，本文在对相关文献进行系统地梳理的基础上，构建概念化模型，并通过对到访都市型旅游目的地的国内游客所进行的实证研究，验证了游客感知质量、游客感知价值、游客满意度和游客行为意向这4个变量之间的关系，并在各变量的维度层面上展开深入的研究，探讨了其影响游客行为意向的路径。
The research on Customer Satisfaction has been a major concern in theory circleand industries since1960s and it has been one of the most important index evaluatingeconomic operations. With the increasing competition among different destinations,the problems of tourist satisfaction of tourism destination have drawn more and moreattentions from tourism circle and tourist enterprises. However, domestic researchesas well as foreign ones studying upon customer satisfaction are unavoidably premisedon the results of service marketing researching so far, much of which are still at anearly stage of learning and testifying. Due to the obvious difference between touristproducts provided at destinations and other general commodities, it deserves a furtherdiscussion whether conclusions coming from service marketing researches can beapplied directly to the study on tourist satisfaction of tourism destination.
In view of above managerial experiences and theoretical studies and from theperspective of DMOs, the thesis, beginning with the basic theories of customersatisfaction and motivation, tries to figure out the relationship among touristperceived quality, tourist perceived value, tourist satisfaction and tourist behaviorintention based on the assessment model on domestic tourist satisfaction for urbantourism destination and related empirical studies.
The thesis consists of8chapters. At the very beginning, the Chapter1as theintroduction, depicts the background, purpose and meaning of the research,summarizes the general idea, main content and logic routes and expounds theresearch methods, the issue to be resolved and innovative points of view. Literaturereview and analysis is included in Chapter2, on the basis of which further researchspace is confirmed and regarded as the standing point of the whole. The target of thestudy is defined as the urban tourism destination in Chapter3after differentiatingseveral close concepts and theories and the basic theories applied in this article arelisted. The4th chapter contributes the variables and the measurement scale related tothe core concept of the study through the combination of qualitative analysis andquantitative analysis. Variables dimension and measurement scale is added as well in this chapter. In Chapter5, the theoretical hypothesis is put forward from dimensionsof tourist perceived quality, tourist perceived value, tourist satisfaction and touristbehavior intention and conceptual model is figured out through the analysis on thesevariables. Chapter6focuses on the model and springs out a discussion on the analysisresults. Furthermore, by reviewing the field survey and demonstrating the dataprocessing methods, it testifies the theoretical hypothesis given in the article with theapplication of the LISREL statistic analysis. The conclusion to the discussion andcontribution of the article is drawn in the Chapter7while the limitation of theresearch and its further research possibility is brought into consideration at the end.The last chapter, the Chapter8, ends up with the promotional strategies to improvedomestic tourist satisfaction in Tianjin market according to Hygiene factors andMotivation factors respectively.
The innovation points of the thesis are as follows:
Firstly, it sets a premise that the way of building a tourist satisfaction assessmentmodel should depends on various type of tourism destination and figure out theassessment model on domestic tourist satisfaction for urban tourism destination onthe ground of the customer needs satisfaction model and American CustomerSatisfaction Index model.
Secondly, it forms the measurement scale for tourist perceived quality anddemonstrates the10-dimension structure explaining tourist perceived quality throughliterature analysis and profound interviews.
Thirdly, the thesis attempts to divide variable of tourist satisfaction into twodimensions of satisfaction and dissatisfaction and comes to the measurement scale asthe result, through which the dimensions of tourist perceived quality are classifiedinto two categories of Hygiene factors and Motivation factors.
Finally, upon the systematic literature review and analysis, it builds up theconceptual model testified with the visits to domestic urban tourism destinations andempirical studies on spot. Meanwhile, the relationship among the four variables, suchas tourist perceived quality, tourist perceived value, tourist satisfaction and touristbehavior intention, is demonstrated by means of an in-depth study conducted onvarious dimensions of variables and the way of how tourist behaviors are influenced is explored.
鉴于以上管理实践和理论研究的需要，本文以顾客满意理论和激励理论为研究基础，从旅游目的地管理者的视角，针对都市型旅游目的地构建了基于国内客源市场的游客满意度测评模型并进行了实证研究，以探究游客感知质量、游客感知价值、游客满意度和游客行为意向之间的关系。
全文分为八章。第一章为导论。阐明论文的选题背景以及研究的目的和意义，并介绍论文的研究思路、主要内容、研究的技术路线、所使用的研究方法以及论文拟解决的关键问题与创新点。第二章为相关文献回顾与评析。回顾并评析国内外与游客满意度相关的文献，找出进一步研究的空间，作为本研究的切入点。第三章为研究对象的界定与理论基础。在对相关概念进行辨析与界定的基础上，将本文的研究对象确定为都市型旅游目的地，同时阐明了本研究的理论基础。第四章为研究的变量与测量量表。界定了本研究的核心概念，并采用定性分析与定量分析相结合的方法，确定了本研究中各变量的维度及其测量量表。第五章为研究的理论假设与概念化模型。针对游客感知质量、游客感知价值、游客满意度和游客行为意向等概念，在变量层面以及各变量的维度层面提出本研究的理论假设，并在对各变量之间的关系进行分析的基础上，提出本研究的概念化模型。第六章为模型分析与结果讨论。阐明正式调研的实施过程和数据分析方法，利用结构方程模型分析方法对理论设定模型进行分析，并检验理论假设。第七章为研究结论与讨论。对本研究的结论和主要贡献进行总结，就研究的局限进行讨论，并对后续研究提出建议。第八章为天津市国内游客满意度的提升策略。以前述研究结论为基础，针对影响天津市国内游客满意度的保健因素和激励因素分别提出了相应的对策。
本文的创新之处主要体现在如下方面：
首先，本文提出了“构建旅游目的地游客满意度评价模型必须针对特定类型的旅游目的地”这一研究前提，并以“顾客需要满足程度模型”和美国顾客满意度指数模型为基础，针对都市型旅游目的地构建了基于国内客源市场的游客满意度测评模型。
其次，本研究在文献综述和深度访谈的基础上，编制了游客感知质量的测量量表，并通过实证研究验证了游客感知质量量表的十维度结构。
再次，本研究探索性地将“游客满意度”这一变量划分为“满意”和“不满意”两个维度，进而确定其测量量表，并且通过分别测评游客感知质量各个维度与“满意”和“不满意”之间的关系，将游客感知质量的各维度划分为保健因素和激励因素。
最后，本文在对相关文献进行系统地梳理的基础上，构建概念化模型，并通过对到访都市型旅游目的地的国内游客所进行的实证研究，验证了游客感知质量、游客感知价值、游客满意度和游客行为意向这4个变量之间的关系，并在各变量的维度层面上展开深入的研究，探讨了其影响游客行为意向的路径。
The research on Customer Satisfaction has been a major concern in theory circleand industries since1960s and it has been one of the most important index evaluatingeconomic operations. With the increasing competition among different destinations,the problems of tourist satisfaction of tourism destination have drawn more and moreattentions from tourism circle and tourist enterprises. However, domestic researchesas well as foreign ones studying upon customer satisfaction are unavoidably premisedon the results of service marketing researching so far, much of which are still at anearly stage of learning and testifying. Due to the obvious difference between touristproducts provided at destinations and other general commodities, it deserves a furtherdiscussion whether conclusions coming from service marketing researches can beapplied directly to the study on tourist satisfaction of tourism destination.
In view of above managerial experiences and theoretical studies and from theperspective of DMOs, the thesis, beginning with the basic theories of customersatisfaction and motivation, tries to figure out the relationship among touristperceived quality, tourist perceived value, tourist satisfaction and tourist behaviorintention based on the assessment model on domestic tourist satisfaction for urbantourism destination and related empirical studies.
The thesis consists of8chapters. At the very beginning, the Chapter1as theintroduction, depicts the background, purpose and meaning of the research,summarizes the general idea, main content and logic routes and expounds theresearch methods, the issue to be resolved and innovative points of view. Literaturereview and analysis is included in Chapter2, on the basis of which further researchspace is confirmed and regarded as the standing point of the whole. The target of thestudy is defined as the urban tourism destination in Chapter3after differentiatingseveral close concepts and theories and the basic theories applied in this article arelisted. The4th chapter contributes the variables and the measurement scale related tothe core concept of the study through the combination of qualitative analysis andquantitative analysis. Variables dimension and measurement scale is added as well in this chapter. In Chapter5, the theoretical hypothesis is put forward from dimensionsof tourist perceived quality, tourist perceived value, tourist satisfaction and touristbehavior intention and conceptual model is figured out through the analysis on thesevariables. Chapter6focuses on the model and springs out a discussion on the analysisresults. Furthermore, by reviewing the field survey and demonstrating the dataprocessing methods, it testifies the theoretical hypothesis given in the article with theapplication of the LISREL statistic analysis. The conclusion to the discussion andcontribution of the article is drawn in the Chapter7while the limitation of theresearch and its further research possibility is brought into consideration at the end.The last chapter, the Chapter8, ends up with the promotional strategies to improvedomestic tourist satisfaction in Tianjin market according to Hygiene factors andMotivation factors respectively.
The innovation points of the thesis are as follows:
Firstly, it sets a premise that the way of building a tourist satisfaction assessmentmodel should depends on various type of tourism destination and figure out theassessment model on domestic tourist satisfaction for urban tourism destination onthe ground of the customer needs satisfaction model and American CustomerSatisfaction Index model.
Secondly, it forms the measurement scale for tourist perceived quality anddemonstrates the10-dimension structure explaining tourist perceived quality throughliterature analysis and profound interviews.
Thirdly, the thesis attempts to divide variable of tourist satisfaction into twodimensions of satisfaction and dissatisfaction and comes to the measurement scale asthe result, through which the dimensions of tourist perceived quality are classifiedinto two categories of Hygiene factors and Motivation factors.
Finally, upon the systematic literature review and analysis, it builds up theconceptual model testified with the visits to domestic urban tourism destinations andempirical studies on spot. Meanwhile, the relationship among the four variables, suchas tourist perceived quality, tourist perceived value, tourist satisfaction and touristbehavior intention, is demonstrated by means of an in-depth study conducted onvarious dimensions of variables and the way of how tourist behaviors are influenced is explored.
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