旅游公共服务质量量表的设计与检验

Scale Development and Validation of Tourism Public Service Quality

随着外出旅游这一行为在国内的普及,游客的旅游偏好、出游方式以及对旅游产品的需求等发生了深刻的变化,游客对旅游公共服务质量的要求也日趋强烈。然而很多地区的旅游公共服务还存在评估机制不健全、监管不到位、体系不完善以及质量不高等情况,学术界对这一主题的相关研究也相对匮乏。文章以游客为主要研究对象,采用访谈、内容分析以及问卷调查等多种方法,编制了从游客视角评价的旅游公共服务质量量表。通过信度分析,探索性、验证性因子分析以及结构方程模型检验,结果表明由6个维度25个测量项目组成的旅游公共服务质量量表具有较高的信度、聚合效度和区分效度,可用于评价旅游公共服务质量。

With the coming of the mass tourism era,tourist preferences,travel modes,and the demand for tourism products have been changed profoundly.In particular,there is an increasing demand from tourists for tourism public service quality.To adapt to the new situation of tourism development,tourism administrations are devoted to constructing a tourism public service system,improving the quality of public services and tourist satisfaction,and building a service-oriented government.However,there are still several problems experienced by the tourism public service,including weak assessment mechanisms,poor supervision,imperfect systems,and low quality.In addition,the academic field s discussion of tourism public service quality is insufficient and unable to provide influential guidance for practice.Therefore,research into the connotations of tourism public service quality has important theoretical significance and practical value.Based on the perspective of tourists,we conducted interviews,content analysis,and a questionnaire survey,and then developed a tourism public service quality scale.In the first step,we explored tourism public service quality comprehensively from the perspectives of tourism public service providers and receivers.According to the principle of information saturation,we interviewed 13 tourists and 19 tourism administration employees.Each interview lasted approximately 30 minutes.In the second step,a content analysis of the interview data was conducted.Based on the respondents answers,we coded the interview data and summarized the primary and secondary categories of tourism public service quality.Forty items were obtained.In the third step,the content validity of the initial items was measured.We invited experts,including five researchers and four practitioners,to evaluate the degree of match between the item and the tourism public service quality.Moreover,five tourists were asked to give feedback on all items.Finally,33 items were retained.The fourth and fifth steps were exploratory factor analysis（EFA） and confirmatory factor analysis（CFA）,respectively.To simplify the items,we surveyed 480 tourists for EFA and retained 29 items.We then investigated another 321 tourists for CFA and retained 25 items.Finally,the data of 400 tourists were collected from different tourism destinations.The results of reliability analysis,CFA,second-order factor analysis,and structural equation modeling,indicated that tourism public service quality is a multidimensional construct consisting of 25 items and six quality dimensions： tourism public information services,tourism security services,tourism public transport services,tourism administrative supervision services,and tourism promotion and education services.The tourism public service quality scale has good performance with regard to reliability,convergent and discriminant validity,and it can be used to evaluate tourism public service quality.Through qualitative and quantitative research,this study designed and developed a scale for the measurement of tourism public service quality,which will be the basis for future research on the antecedents and consequences of tourism public service quality.In practice,this study helps tourism administrations to focus on the target of building a tourism public service system and improving the supply of tourism public services.Finally,the directions for future research are also discussed.