导游服务质量与游客行为意向关系研究

题目:导游服务质量与游客行为意向关系研究

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摘要

随着现代经济的飞速发展，人们对生活质量的追求越来越高，国内旅游业也随着现代经济的发展而得到迅速发展，人们外出旅游时对导游的要求也越来越高，导游人员作为旅游业发展中“人”的因素，是旅游业的窗口和形象。导游服务作为旅游产品的重要部分被人们称为“旅游活动的灵魂”。但是，在中国旅游业飞速发展的同时，导游服务质量一直参差不齐，成为旅游事业深入发展的瓶颈。

本文从目前国内的研究现状出发，并深入了解了目前国内导游服务质量的现状，通过调查分析找出目前导游存在的不足，结合目前界内对游客行为意向和导游服务质量的研究，包括导游的服务质量，消费者行为，服务公平性，顾客满意度等理论，通过自己的探索分析，找出导游服务质量与游客行为意向的关系，主要包括导游形象和游客行为意向的关系，导游服务的公平性和游客行为意向的关系，游客对导游的信任感和游客行为意向的关系和游客对导游的满意感和游客行为意向的关系。

通过本文的研究，发现目前导游服务质量，包括导游员服务态度、服务意识和导游专业技能都存在在一些不足，游客在旅游过程中，主要是和旅行社的导游接触，导游在服务质量和消费价值的传递过程中起着至关重要的作用。导游的服务态度、服务意识和服务技能不仅会影响游客对导游的评价，还会影响游客对旅行社总体服务的评价。因此提高导游服务质量是旅行社服务质量建设的重要内容。本文通过研究导游服务质量、游客对旅游服务的满意感和信任感与游客行为意向的关系，指出目前导游服务质量存在的问题，并分析游客对导游缺乏信任的原因，以及对游客行为意向的影响，最后提出提高导游服务质量的策略。

关键词：导游服务质量顾客满意游客行为意向

Title Tour Guides Service Quality, Tourists’ Sense of Trust Relationship and Tourists’ Behavioral Intention Research

Abstract

Tourists in the tourism process mainly communicate with the tourist guides and travel agents and guides plays a vital role in the process of service delivery. The attitude of tour guides, service awareness and service skills will not only affect the evaluation of tourists guides, but also affect the evaluation of overall service of travel agents. Therefore improving the quality of a travel guide service is an important aspect of building travel agency service quality. In this paper, the services qua lity of tour guides, visitors’ sense of satisfaction and trust acts and visitors to explore the relationship between intention and the relationship between them to carry out inspection.

Tourists’ sense of trust to guides is the most important factor in the intention which affect their future behavior . In the tourism process, tour guides and visitors in touch with each other, mutual exchanges and mutual influence. Tourists measure the credibility of tour guides and goodwill according to the expected process in accordance with, the ability to judge process and intention analysis process.There is something with the expected process and the ability of visitors foresee tour guides’act.Tourists will be in accordance with the demeanor of guides to assess the credibility and goodwill. In the ability to judge process, visitors will be guided to determine the ability of obligations that tour guides beared. If the guides do well in their jobs , visitors’ a sense of trust will be enhanced. In the intention analysis process, visitors will analysis tour the words and deeds to determine the intent of tour guides. Tour guides do not damage the interests of tourists, tour guides do not deceive, it is easier to win the confidence of tourists. Therefore, the tour guides and visitors establish trust in interpersonal relations will enhance the quality of the relationship between the two, thereby affecting the future behavior intention of visitor.In recent years, with some travel agencies and tour guides’ act s of bad faith revealed by the media and the community that visitors to travel agencies and tour guides credibility issue is becoming more attentioned.As a result of the imperfect system ,some of the travel agents guide the tour guides management and control negligencely, which made the provision of poor-quality services for tourists, fraudulent customers, any increase in shopping spots, change tourist routes.ect in