跨文化服务接触中游客服务质量感知的心理模型建构  

The Construction of Mental Model of Tourists' Quality Perception during Cross-Cultural Service Encounters

作　　者：赵德芳[1] 樊志勇[2] 

机构地区：[1]上海师范大学旅游学院,上海200234 [2]武汉大学经济与管理学院,湖北武汉430072

出　　处：《旅游科学》2014年第3期87-95,共9页Tourism Science

摘　　要：服务接触是跨文化旅游交际的核心,是游客满意度构成的重要组成部分。本文以中国导游和美国游客之间的服务接触为例,以心理模型理论为基础,分析了美国游客感知中国导游服务质量的过程。本文认为,游客感知服务质量、形成满意度的过程是一个游客建构心理模型的推理过程。在建构过程中,由于游客的文化定位、价值观、旅游经历、个性特征、认知能力和情绪等诸因素的不同,每个游客所建构的心理模型不尽相同,最终形成的服务质量评价和满意度也不尽相同。Service encounter, an important component of tourist satisfaction formation, is the core of cross-cultural tourism communication. Taking service encounters between Chinese tour guides and Ameriean tourists as a case in point, this paper applied mental model theory as a ground theory to elaborate the process of American tourists perceiving the service quality of Chinese tour guides. The author believed that tourist service quality perception process is a mental model construction inferring process during that different tourists build different mental models and thus form different service quality evaluation and satisfaction due to various factors such as cultural orientation, personal value, travel experience, personality, cognitive ability and emotions. Therefore the key to success for a tour guide is to offer personalized services with the support of knowledge of different cultures.

关 键 词：跨文化服务接触 游客 服务质量 质量感知 心理模型 

分 类 号：F590[经济管理—旅游管理]