导游服务质量游客信任感与游客行为意向关系研究谢礼珊.pdfVIP

2007 8 Aug. , 2007 21 4 T ourism Science Vol. 21 No. 4 F590. 63 A 1006-575(2007)-04-0043-06 1 2 谢礼珊 李健 1 2 ( , 510275; , 510275) 在文献研究的基础上, 本文提出导游服务质量游客对导游的满意感和信任感会影响游客行为 意向的假设, 并在广州市的旅行社对327 名旅客进行了问卷调查, 对假设进行检验分析结果表明: 游客对 导游的信任感是影响游客行为意向的重要因素; 导游的服务质量游客对导游的满意感也会影响游客的行为 意向本文认为, 旅行社应加强导游服务质量的管理工作, 培养导游的服务意识, 提高导游的服务技能, 增强 游客对导游的信任感和满意感, 以便赢得游客有利的口头宣传 导游服务质量; 满意感; 信任感; 行为意向 A Study of the Relationships between Tour Guides Service Quality and Tourists Trust and Behavioral Intentions 1 2 XIE Lishan , LI Jianyi 1 ( School of Business , Sun Yan-sen University , Guangzhou 510275, China; 2 Department of Marketing Product Development of ourism Administration of Guangdong Province, Guangzhou 510630, China) Abstract : Bas d on a lit ratur r vi w, th authors propos d a hypoth sis that both tour guid s s rvic quality and tourists satisfaction with and trust on tour guid s hav impact on tourists b havioral int ntions. This hypoth sis was t st d on 327 trav l rs with trav l ag nci s in Guangzhou through a qu stionnair surv y. Th r sult of th surv y shows that tour guid s s rvic quality, tourists satisfaction with and trust on tour guid s hav impacts on trav l rs b havioral int ntions, and that tourists trust on tour guid s is th ss ntial influ ntial factor. Th authors b li v that trav l ag n- ci s sho