导游服务质量评价及策略优化研究——基于携程旅行网负面在线评论

Research on Tour Guide Service Quality Estimation and Strategy Optimization——Based on Negative Online Reviews from Ctrip.com

导游服务质量一直是旅游服务领域中争论的焦点,直接影响旅游服务的整体效果。本文以携程旅行网负面在线评论作为研究样本,基于扎根理论进行质性研究,探讨影响导游服务质量评价的重要影响因素。结果显示,导游专业水平、服务意识、个人素质、其他外部支持是影响导游服务质量评价的重要因素,而且其他外部支持会与导游专业水平、导游服务意识、导游个人素质叠加影响游客对导游服务质量的评价。据此,本文为旅游企业优化导游服务质量提供了有针对性的意见和建议。

The services quality of tour guide has always been the focus of debate in the area of tourism services,which directly affects the overall effect of tourism services.Taking negative online reviews of Ctrip.com as the research sample,this paper conducted a qualitative study based on the grounded theory in order to explore the important influencing factors that offect the evaluation of tour guide service quality.The conclusion is drawn that the professional level,service consciousness,personal quality,and other external supports of four guides are directly affecting the service quality of tour guide.Moreover,other external supports will overlap with the tour guide professional level,tour guide service consciousness,and tour guide personal quality to affecting tourists,evaluation of tour guide service quality.Accordingly,this study provides targeted opinions and suggestions for tourism enterprises on how to optimize the services quality of tour guide.