城镇居民对国内旅游服务质量感知评价研究
摘要: 旅游服务质量感知评价是影响旅游者消费行为的关键因素，利用《中国国内旅游者抽样调查资料》（1997年－2007年）、《旅游抽样调查资料》（2008年－2010年）的基础数据和研究者的调查资料，定量分析城镇居民对国内旅游服务质量的感知评价，结果发现：城镇居民对国内旅游服务质量的认可度非常高，且赞许性评价逐年提高，但对食住行游购娱等旅游要素服务质量的感知评价存在明显差距。城镇居民的年龄、受教育程度、家庭月收入水平、职业背景、出游目的等个体特征对旅游服务质量评价有一定程度的影响，而人均旅游花费水平和旅游环境的持续优化对旅游服务质量感知评价具有显著影响。
Research on Urban Residents'Perception and Evaluation of Domestic Tourism Service Quality in China
Keywords:
- 城镇居民 /
- 国内旅游服务 /
- 质量评价 /
- 影响因子
Abstract: Tourism service quality evaluation is a pivotal factor which influences tourists'consumer behav‐ior .This paper uses the basic data in The Sampling Survey Data of Chinese Domestic Tourism (1997 -2007) and The Sampling Survey Datum of Chinese Tourism (2008-2010) ,and the authors'own investi‐gation to quantitatively analyze domestic tourism service quality perception of urban residents .The result indicates that urban residents'acceptance degree to domestic tourism service quality is very high and their laudatory evaluation is increasing year by year ,but obvious gaps exist in quality evaluation of catering ,ac‐commodation ,traffic ,tour guide ,scenic spots ,shopping and entertainment services .The individual char‐acteristics of the urban residents in their age ,educational background ,family income level ,occupation and tourism motivation have considerable influence on their evaluation of tourism service quality ,and their per‐capita tourism expenditure and continual improvement of tourism environment have significant influence .
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