构建基于“顾客导向”服务质量的旅游商品价格模式

Constructing a Tourism Products Price Format Based on Consumer-oriented Service Quality

旅游商品价格不像实体商品价格那样容易确定,就连一些"权威"的工具书对其定义也不清晰。文章从旅游商品的特殊性出发,认为在给旅游商品定价过程中,要逐步建立由单纯性的资源导向,向服务质量导向过渡的综合定价机制;提出通过"有形性、可靠性、响应性、保证性和煽情性"5个维度来构建"顾客导向"服务质量体系的价格模式。

It is not easy to set price for tourism products ,and even in some authorized reference books ,there is no confirmed defini-tion .In the perspective of tourism products characteristic ,the paper analyzes the problems and reasons to the tourism products price controversy ,and believes a comprehensive price-setting mechanism based on service quality should be constructed .The paper also suggests a price format through 5 aspects ,namely tangibility ,reliability ,responsiveness ,assurance and enthusiasm .