乡村旅游服务质量量表开发研究

The Development of a Multiple-item Scale for Rural Tourism Service Quality

服务质量广泛地被认为是区别服务产品以及建立竞争优势的主要因素。而目前对于乡村旅游服务质量方面的研究很少涉及,更不存在能测量乡村旅游服务质量的量表,本研究的目的在于开发乡村旅游服务质量量表。首先,依据文献研究和焦点小组访谈探察乡村旅游服务质量评估题项,通过两阶段预试后产生乡村旅游服务质量初始量表。在资料搜集完成后,通过项目分析、两阶段因子分析以及信度与效度检验,获得正式量表。该量表共包含服务响应、乡村意象、服务承诺、游客信任、产品体验和人文关怀等6个因子,共23项指标。

Abstract：Service quality is the main factor to differentiate products and establish competitive advantage. At present, few studies cover this area and none deals with the rural tourism service quality scale. The study aims to develop the rural tourism service quality scale. First, the items which examine the quality of rural tourism service are identified on the basis of interviewed focus groups and research literature, after the two-stage pre-test, rural tourism service quality initial scale is generated, After the completion of data collection, the official scale is determined by item analysis, two-stage factor analysis, reliability and validity test. The scale consists of six factors such as service response, rural images, service commitments, tourists＇ confidence, products experience and human care, and a total of 23 indicators.