导游服务质量对旅游者满意、忠诚的影响研究——以华东线为例

The Influence of Tour Guide Service Quality to Tourist Contentment and Loyalty:a Case Study of Tourism in East China

以华东线游客市场为例,通过问卷调查,用SPSS16.0分析了导游服务质量对游客满意度和忠诚度的影响,结果表明,导游服务质量与游客的满意感、忠诚度之间都存在显著的正相关关系;在讲解水平、服务态度、应变能力、服务规范四个评价因子中,导游的讲解水平、应变能力分别是影响游客满意度和忠诚度的最主要因子。旅行社要认识到导游的重要性,采取相关措施,提高导游服务水平,树立良好的品牌形象,提高游客的满意度和忠诚度。

Taking the tourist market in East China as an example, the influence of tour guide service quality to the tourist contentment and loyalty is analyzed by SPSS 16.0 with the result of a questionnaire survey. The conclusion proves that tour guide service quality has prominent positive correlation with tourist satisfaction and loyalty; among the four appraisal factors： explanation level, responding capability, service at- titude, and service norm, the first two are the most important factors affecting tourist satisfaction and loyalty. In this case, travel agencies should recognize the importance of tour guides, take responding measures to improve service levels and erect excellent brand images.