导游服务质量与游客行为意向关系研究.docVIP

题 目: 导游服务质量与游客行为意向关系研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称：  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。服务态度、服务意识游客在旅游过程中，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。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 quality 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 det