基于扎根理论的出境游游客满意度影响因素研究——以途牛旅游网游客点评为例

Study on the Factors of the Outbound Tourist Satisfaction Based on the Grounded Theory:Taking an Example of the Online Customer Reviews of the Way Cattle Travel

中国的出境游市场越来越受到世界各地的关注,在世界的出境游市场中占有相当重要的比例。途牛旅游网专注于出境游,在出境网络旅游市场上占有非常重要的地位;扎根理论作为质性研究中最科学的方法论,适用于研究分析出境游游客满意度影响因素,在研究分析途牛旅游网游客评论的基础上,把影响出境游游客的影响因素构建为"出境前的准备阶段—旅游城市体验—旅游景区体验—配套设施与服务—游后评价"这五个维度的理论模型。同时进一步分析自助游和跟团游的游客满意度影响因素,为研究中国出境游市场和提高我国入境游服务质量提供重要依据。

Chinese outbound tourism market has attracted more and more attention from all over the world, also it occupies an important proportion in outbound tourism market in the world. Way cattle travel network focused on outbound travel, and it occupies a very important position in the outbound tourism market; as the most scientific method of qualitative research in theory, grounded theory is applied to study the influence factors analysis of outbound tourist satisfaction;on the basis of the comments coming from the way cattle travel network, build a five dimensions theoretical model for ＂the preparation stage before outbound - the experience of tourism city - the experience of scenic spots - facilities and services-evaluation after travel＂. At the same time, analyze the tourist satisfaction factors of the self - service travel and package tour to provide an important basis for the study of Chinese outbound tourism market and the improvement of China＇s inbound tourism service quality.