基于员工视角的景区旅游服务质量实证研究

An Empirical Study on Tourism Service Quality from Scenic Spot Staff Perspectives

旅游服务质量是景区管理的重要内容。本文在结合现有研究成果的基础上,提出了基于员工视角的旅游服务质量概念模型,构建了"工作环境""员工生活""工作回报""员工情绪""服务质量"5个潜在变量、25个测量问项组成的结构方程模型,并以九寨沟、黄龙景区为例进行了实证研究。结果表明:景区员工的"工作环境"直接正向影响员工提供的"服务质量",并通过"员工情绪"间接影响"服务质量";员工"工作回报"直接负向影响"服务质量",但通过"员工情绪"间接正向影响"服务质量"。

Tourism service quality is the key for the management of scenic spots. Referring to previous studies, a conceptual model of tourism service quality is proposed from the employees ＇ perspeeitve in this paper. We choose Jiuzhaigou and Huanglong scenic spots as our study sites in this study. Five latent variables including ＂work environments＂, ＂life conditions＂, ＂work reward＂, ＂employees＇ sentiment＂ and ＂ service quality＂ with 25 specific measure indexes are used in the structural equation model. The results reveal that： the ＂work environments＂ not only have direct positive impacts on ＂service quality＂ offered by the employees, but also indirectly affect ＂service quality＂ via ＂employees＇ sentiment＂; ＂work reward＂ has direct negative impact on tourism service quality, however it positively affects ＂service quality＂ via ＂employees＇ sentiment＂. These results are not only helpful to the improvement of the tourism services of Jiuzhaigou and Huanglong scenic spots, but also can be referred by other scenic spots for their tourism service improvement.