基于文化维度的酒店服务质量与顾客行为意向关系研究  

The Relationship among Cultural Dimension,Customer Perception of Hotel Service Quality and Behavioral Intention

作　　者：李祗辉[1] 韩真洙[2] 

机构地区：[1]北京石油化工学院人文社科旅游系,北京102617 [2]庆熙大学酒店与观光学院,韩国首尔130701

出　　处：《华东经济管理》2010年第5期112-118,共7页East China Economic Management

基　　金：北京市哲学社会科学规划项目;北京市教育委员会社科计划重点项目"北京旅游服务贸易竞争力研究"(SZ201010017007)

摘　　要：文章以入住北京四星级以上酒店的中国、韩国、日本和美国顾客为例,基于文化维度分析酒店服务质量和顾客行为意向的结构关系。对761名顾客进行了问卷调查,包括195名中国顾客、189名韩国顾客、192名日本顾客和185名美国顾客。实证分析结果显示,文化维度对服务质量各因子有显著影响的假说部分被接受,同时服务质量对忠诚度和追加支付意向因子影响的研究进一步支持了其他学者的研究成果。文章最后为酒店业制订国际营销战略提出建议。The purpose of this study was to examine how cultural dimension related to service quality and behavioral intention in tourist hotel industry.To investigate this issue,761 tourists visiting Beijing were interviewed.These tourists included 195 Chinese,189 Korean,192 Japanese and 185 American.Results from this study suggested that there were cross-cultural differences toward service quality dimensions and the relationships between service quality and behavioral intention dimensions.Results also showed that cultural dimensions are related to service quality dimensions.Managerial implications of this study could be used to allocate managerial resources and develop international marketing strategies for dealing with culturally diverse customers in hotel industry.

关 键 词：文化维度 服务质量 行为意向 国际营销 酒店业 

分 类 号：F719[经济管理—产业经济]