出境旅游金融服务质量与游客满意度关系实证研究

The Quantitative Research of Service Quality of Outbound Tourism Finance to Tourist’s Satisfaction

本文从出境游客的视角出发,通过建立结构方程模型,分析出境旅游金融服务质量与游客满意度的关系。研究发现,出境旅游金融服务质量的移情性、安全性、有形性等因子与游客满意度、行为意愿之间均存在正向的显著关系,可靠性、响应性等因子与满意度、行为意愿的影响关系均不显著。最后,本文提出积极支持国内金融服务机构＂走出去＂、鼓励境外旅游目的地改善当地金融服务、建立出境旅游金融服务质量提升的保障机制等相关建议,以期促进出境旅游金融服务品质的提升。

From the view of outbound tourist, The article set up structural equation model to analyse the relation of service quality of tourism finance to tourist＇s satisfaction.The result showed that the empathizing, security and tangibles factors have also positive significant relationship to tourist＇s satisfaction and behaviors, but reliability and responsiveness factors have not significant relationship to tourist＇s satisfaction and behaviors. Finally, the article present some advices to imporve service quality of tourism finance,such as,such as active support internal finance institution go out, encourage outbound destination improve local finance service and set up security mechanism of finance service quality。