入境游客对苏州涉外旅游服务满意度调查研究

Survey of Inbound Tourists' Satisfaction with Services of Tourism Enterprises in Suzhou

入境游客的满意度直接关系到苏州国际旅游竞争力。为不断提升苏州在国际旅游市场的影响力,提高游客重游率,实现入境旅游市场的不断增长,通过对2011年苏州入境游客进行随机调查,结果显示,入境游客对苏州涉外旅游服务满意度较高,不同国家或地区的游客和入住不同酒店的游客在服务满意度上存在着一些差异。为保持和提高苏州涉外旅游服务满意度,导游必须不断提高自身素质,其他涉外服务人员应该了解中西方文化差异、提高英语听说能力,旅游行政管理部门不断提高监督管理水平,高等院校和旅游培训部门要加强对涉外旅游服务人才的职业素质教育和职业技能培训,扩大旅游教育培训的国际合作与交流。

The quality of the services of the tourism enterprises is closely related to the satisfaction level of tourists. With the hope that the result will help tourism administration departments in their task of creating competitive offers, a tourist satisfaction scale was adapted to measure the perceived-satisfaction of the tourists among 220 inbound tourists from English speaking countries to Suzhou by random sampling in 2011. Data was analyzed by using SPSS for descriptive statistics. The results indicate that the surveyed tourists were very satisfied with the quality of the services. However, there is still room for further improvement in the quality of their services. Some implications for improvement are discussed, i.e. Tourism administration departments should improve their management and supervision; tourism service staff should know the culture differences and improve their English listening and speaking ability; etc.