基于游客愉悦的旅游目的地服务质量构成要素分析

The Analysis on Constructing Factors of Tourism Destination's Service Quality Based on Tourist Pleasure

确定服务质量构成对于提升旅游目的地服务质量具有重要意义。当前,国内外主要是从期望的角度定义服务质量,围绕旅游服务六要素或SERVQUAL模型的五要素来研究旅游目的地服务质量构成。认为"愉悦"才是旅游服务质量的本质,并以此通过实证研究从基本要素、适宜要素、竞争要素和潜在要素4方面重新界定了旅游目的地服务质量的构成,最后指出提升旅游服务质量必须加强基本要素服务质量、保证适宜要素服务质量、促进竞争要素和潜在要素服务质量。

There＇s great significance to certain the service quality constructing factors.Currently the main researches define serv-ice from the perspective of expectation,and discuss the constructing factors of tourism destination＇s service quality with six factors of tourism service or five factors from SERVQUAL model.This article proposes that the essence of tourism quality is pleasure, and put forwards four service quality factors of tourism destination including basic factors,adequate factors,competitive factors and potential factors through empirical research.This article implies that the destination should enhance the service quality of bas-ic factors,maintain the service quality of adequate factors,and advance the service quality of competitive factors and potential fac-tors.