基于游客满意的旅行社质量评价体系工商管理专业论文.docxVIP

I I 摘 要 摘 要 近年来，我国国内旅游和出境旅游快速发展。根据世界旅游组织预测，到 2015 年，中国将成为世界上第一大旅游接待国、第四大旅游客源国和世界上最大的国 内旅游市场。届时，我国入境过夜游客将达到 1 亿人次，国内旅游将达到 28 亿人 次，人均出游 2 次，出境旅游将达到 1 亿人次，三大市场游客总量达 30 亿人次左 右。而按照我国“入世”承诺，当前，我国旅行社业已结束五年过渡期，对外商投资 旅行社设立分支机构的限制已取消，并对外资旅行社的注册资本实行国民待遇， 正式全面开放。我国政府在市场的驱动下已经做出政策性的调整和反应，旅行社 行业实现全面升级的时机已经具备，未来几年将是旅行社业根本性升级的一个必 然的阶段。 旅行社以软件为主，且产品价格差别小，产品特质性也小，在此条件下，消 费者趋利避害的选择会迫使旅行社调整行为，通过市场的力量达到真正的优胜劣 汰，建立一套新的市场规则，即以政府部门的行政权威帮助企业树立市场形象， 先扶强再做大的市场导向的质量性规则，已势在必行。本文正是在此形势下，研 究建立以顾客满意度为基础的对旅行社实行资质等级评定的。 本文的主要内容包括以下几个方面：首先，对顾客满意度评价理论进行综述； 其次，分析旅行社质量评价现状及质量影响因素；然后，根据对旅行社产品的剖 析，进行基于游客满意的旅行社质量等级评价体系设计并建立相应的模型；接着， 根据基于游客满意的旅行社质量等级评价体系的相关指标进行调查问卷设计，综 合问卷数据，采用层次分析法对数据进行分析等实证研究；最后得出满意度指标。 通过基于游客满意的旅行社质量等级评价体系的建立，为政府提供一个对旅 行社进行评价的工具。 关键词：顾客满意度，游客，旅行社，质量评价 II II Abstract Abstract In recent years, China domestic and outbound tourism developed rapidly. According to the World Tourism Organization predicts that by 2015 China will become the worlds number one tourist country, the fourth largest tourist source country and the worlds largest domestic tourism market. By then, China entry overnight visitors will be 100 million people, domestic tourism will reach 2.8 billion people, per capita twice, outbound tourism will be up to 100 million passengers, and there will be total 3.0 billion people around in these three major tourist markets. According to China accession to the WTO commitments, now China travel agencies have been at the end of the five-year transition period, the restrictions of setting up a branch in China by foreign-invested travel agencies have been abolished, and China officially opened policy to the foreign travel agencies registering capital with national treatment. Chinese government has made the adjustment and response to the market driving, and the travel industry is ready to achieve a comprehensive upgrading, in the next few years it will be a necessary stage to make fundamental upgrading in the travel industry. Travel agencies are mainly based on software, and with small diffe