摘要
旅游诚信危机近年来愈演愈烈,严重影响旅游业的健康发展。文章以安徽合肥、芜湖和黄山三地旅行社从业人员为研究对象,识别出旅游市场的30个不诚信行为,采用重要性—绩效分析模型(IPA)的研究方法,对不诚信行为进行评价和讨论,得到4种类型的旅游市场不诚信行为:第一类不诚信行为影响较大,存在较多;第二类影响较大,但存在不多;第三类影响较小,存在较少;第四类影响较小,但存在较多。此外,采用方差分析对不同工作年限下的旅行社从业人员进行分析,比较发现不同工作年限下的员工对不诚信行为的感知和评价存在差异。4类不诚信行为的感知与评价以及不同受访者之间的感知差异可以为旅游市场诚信建设提供理论指导。
The tourism credit crisis in recent years has intensified increasingly,and has seriously inhibited the healthy development of the tourism industry.The tourism industry credibility problem has attracted the concern of academia.Scholars have engaged in extensive discussion on integrity,performance,causes of problems,and management measures within tourism.However,most of these studies use qualitative methods.Quantitative studies are relatively few,and most of the investigation is based on the perspective of tourists.Travel agents,as the core of the construction of integrity in the tourism market,combined with their valuable perception and evaluation of the integrity of behavior within tourism,do not attract the attention they deserve.Travel agency employees in the cities of Hefei,Wuhu,and Huangshan are selected as research objects.This study uses the importance-performance analysis model(IPA) to analyze the acts of bad faith quantitatively as reported by tourism practitioners.Based on interviews with the person in charge,the management staff,and tour guides of more than 60 travel agencies in Hefei,Wuhu,and Huangshan,the study identifies 30 acts of bad faith in the tourism market.According to the IPA analysis model,this article selects the performance of the 30 acts of bad faith as a horizontal axis,and the influence severity of the 30 acts of bad faith as the vertical axis.The research uses a questionnaire to survey the travel agencies' perception and evaluation of the tourism practitioners' reported 30 acts of bad faith,and adopts SPSS17.0 to analyze the 226 valid questionnaires finally obtained.After the mean value analysis,the performance of acts of bad faith has an overall average of 1.570 and an influence severity of the total average value of 3.3557 for the origin of coordinates,and builds a four-quadrant matrix of 30 acts of bad faith in the tourism market.Finally,the study obtains four types of dishonest behavior within the tourism market: the first kind of bad faith contains a total of 4 acts of bad faith that have a great effect,and there are many of them;the second contains 10 acts of bad faith,where the impact on the tourism market is larger,but there are few;the third type contains 5 acts of bad faith of small effect,and there are even fewer;the fourth class contains 11 acts of bad faith,in which the impact on the tourism market is small,but there are more.In addition,this study uses ANOVA to analyze the different employment seniorities of the travel agency employees.It is shown that the differences in seniority among the employees correspond to differences in perception and evaluation of the dishonest behavior: the longer the working life,the more significant the perception of the bad faith behavior,and the higher the evaluation of the seriousness of the acts of bad faith.The research result is helpful to analyze the root cause of the dishonesty in the tourism market from the view of a travel agency.Perception and evaluation of the four categories of bad faith behavior,and differences in perception and evaluation between differing seniorities of respondents,can provide theoretical guidance for the construction of tourism market integrity and the integrity of tourism enterprise management.
出处
《旅游学刊》
CSSCI
2013年第5期99-108,共10页
Tourism Tribune
基金
教育部人文社会科学研究项目(12YJAZH189)
安徽省社科规划项目(AHSK09-10D90)资助~~
关键词
旅行社
不诚信行为
IPA
差异
travel agencies
bad faith behavior
IPA
differences