包价旅游产品服务属性的实证研究

An Empirical Study on Service Attribution of Package Tourism Product

该文采用实证方法,研究了包价旅游产品中影响游客满意感的服务属性及不同细分市场的差异。因子分析的结果表明,行程安排、导游服务水平、酒店服务、酒店设施、旅游目的地、购物、与目的地居民接触及娱乐活动等依次是包价旅游产品组合中游客重视的服务属性。文章的IPA分析结果表明,商务旅游和休闲度假细分市场的游客满意感既具共性也存在差异。研究结论有助于旅游企业了解不同细分市场的需求特点,合理配置资源,有针对性地改进产品和服务质量,提高游客满意感。

Package tour is one of the main businesses of travel agencies nowadays.This paper adapts an empirical method to identify attributes of product and service that is attached much importance by travelers.The result of this research identifies many factors that are valued by travelers.These factors are:(1) schedule of tour;(2)tour guide' service quality level;(3) hotels' services;(4) hotels' facilities;(5) tourist destination;(6) shopping;(7) contact with local residents;(8) recreational activities.On this basis, the present paper makes a comparative study of tourism of commercial affair,recreation and spending holidays.Results of this research help tourist enterprise further understand every subdivide market with various demands of visitors,dispose resources rationally,improve quality of products and service,raise visitor's satisfactory sense,offer science for implementing the different marketing tactics in enterprises.