基于改进AHP模型的旅游服务标准化评价研究——以广东省韩文公祠景点为例

Study on the Evaluation of Tourism Service Standardization Based on Improved AHP Model

目前,“顾客导向”“服务质量”的主题要求及我国旅游业由高速发展阶段转向高质量发展阶段的要求使得旅游服务标准化得到高度的重视。本研究建立了基于改进AHP(层次分析法)模型的旅游服务标准化评价体系,探讨饮食、住宿、交通、娱乐、购物和游览6个一级指标和饭店、宾馆等旅游经营者能实施标准化管理等二级指标的权重值。研究结果表明,游客对旅游地的一级指标诉求权重依次是游览、娱乐、购物、交通、饮食和住宿,游客对旅游地的二级指标诉求权重值最大的为旅游景区能实施标准化管理并改善服务质量。本研究可望为后期旅游景点的改进决策提供有价值的参考,提出了AHP挖掘和动态评价其标准化体系的趋势。

At present,the standardization of tourism service has been highly valued as the tourism starts to focus on"customer orientation"and"service quality"and China's tourism industry shifts from the high-speed development to high-quality development.Based on the improved AHP model,this study establishes the evaluation system of tourism service standardization,and discusses the weight values of six first-level indicators of diet,accommodation,transportation,entertainment,shopping and tourism,and that of the second-level indicators such as hotel and hotel operators who can implement standardized management.The results show that according to tourists'demands for tourist destinations,the order of the first-level indicators is tourism,entertainment,shopping,transportation,food and accommodation,and regarding to the second-level indicators,what tourists expect most is that scenic spots can implement standardized management to improve service quality.This study is expected to provide valuable reference for improving the decision-making of tourist attractions in the later stage.It also puts forward the trend of AHP mining and dynamic evaluation of its standardization system.