内地学生赴香港参加美国高考(SAT)旅行团服务质量研究  

An Exploration of Service Quality of Package Group of Mainland Students Taking SAT in Hong Kong

作　　者：颜麒[1,2] 孔海燕[3] 杨韫[4] 

机构地区：[1]南京林业大学人文社会科学学院,江苏南京210037 [2]香港理工大学酒店与旅游业学院 [3]山东大学商学院,山东威海2642094 [4]昆明学院旅游系,云南昆明650214

出　　处：《旅游学刊》2013年第1期92-98,共7页Tourism Tribune

摘　　要：在旅游服务质量研究的基础上,文章结合特种旅游的特点,通过应用结构方程模型研究理论和方法,构建内地学生赴香港参加美国高考(SAT)旅行团服务质量的理论模型,并对该特殊旅行模式服务质量的本质内涵和结果变量进行了深入探讨和分析。研究结果表明,结构模型中各变量之间的关系与假定完全符合。该研究在一定程度上填补了目前对内地学生赴香港参加美国高考旅行团服务质量及旅游情绪劳动理论探讨的空白,并就更好地进行该类旅游产品的开发和运营提出了实际建议。Specialized tours are increasingly important to sustain the development of destinations. Specialized tours can rejuvenate established destinations, particularly those with traditional tour products that are being challenged by more recent local and regional competitors. They can also promote tourist revisits therefore securing market segments for the destinations in a sustainable manner. Tours offered to Chinese mainland students to take the SAT exams in Hong Kong are an excellent example. These tours are e2pected to bring 100,000 visitors and 1 billion yuan of receipts to Hong Kong annually. Moreover, planning and development of such tours is consistent with the broad strategic objectives of the Hong Kong government, which aims to brand Hong Kong as an educational hub in the near future. While the significance of these tours is widely acknowledged, their service quality is still lacking. Analyzing the relevant tourism service quality literature, this paper develops a theoretical model to evaluate service quality. The model examines package groups of mainland students taking their SAT exams in Hong Kong. It applies theory and method to the structural equation model to explore six identified dimensions of service quality of this specialist travel mode and its consequences. We further evaluate the relationships of variables in the model, which are in accord with proposed hypotheses. This paper fills important gaps in the study of package group tours, focusing on the group tours of mainland students taking their SAT exams in Hong Kong. It also offers practical insights into better developing and operating these specialist travel products. This study is one of the first research endeavors exploring such tours, thus establishing a solid foundation for further research into other important aspects of these tours. Our research also has practical applications that will benefit tour stakeholders, such as travel agencies and schools organizing the tours. It will enable them to tailor their products and services to cater

关 键 词：特种旅游 服务质量 顾客满意度 结构方程模型 

分 类 号：F592.7[经济管理—旅游管理]