旅游公共服务要素绩效与游客满意度的非对称性关系研究--以天津为例  

The Asymmetric Effect of Tourism Public Service on Tourist Satisfaction--A Case Study of Tianjin

作　　者：黄晶[1,2] 刘红旭 王文鸽 Huang Jing;Liu Hongxu;Wang Wenge(College of Tourism and Service Management,Nankai University,Tianjin 300350,China;The Collaborative Innovation Center of Tourism Development,Tianjin 300350,China)

机构地区：[1]南开大学旅游与服务学院,天津300350 [2]现代旅游业发展省部共建协同创新中心,天津300350

出　　处：《旅游论坛》2022年第2期12-22,共11页Tourism Forum

基　　金：天津市社科规划项目天津市旅游公共服务体系优化:基于各要素绩效对游客满意度的非对称影响的分析(TJGL17-005)。

摘　　要：随着旅游散客化时代的到来,旅游公共服务在目的地发展中的作用日益受到关注。现有研究通常将目的地旅游公共服务作为一个整体,探讨其对到访游客满意度的线性影响。然而,在营销学和消费行为学以顾客满意度为主题的诸多研究中,一些学者发现产品属性对顾客满意度的影响通常可能是非线性的,以往的对称性关系假设造成了理论研究与实践状况的脱节。文章采用虚拟变量回归分析,以天津市为例,研究旅游公共服务各要素表现对游客满意度的非对称性影响关系,同时根据三因素理论划分旅游公共服务要素。研究发现:旅游公共信息服务、旅游惠民便民服务和旅游行政服务属于兴奋类要素,旅游安全保障服务属于基本要素,旅游交通便捷服务则属于表现类要素。文章基于非对称性关系假设,更加科学地阐释了旅游公共服务各要素表现对游客满意度的影响。With the development of independent tourism,the role of tourism public service in the development of destinations has been received increasing attention.In a period when team tourism was dominant,travel agencies were the jointing of connecting the various elements of destinations,and were responsible for integrating various resources and providing guarantees for tourists to carry out tourism activities.Therefore,the improvement of destination public service did not have essential impact on tourists.However,independent tourism has become principal form of present tourism.In this background,tourism public service is playing an important role in improving tourist satisfaction.Compared with the practice,the theoretical research on tourism public service is lagging behind.Although the overall development characteristics of research perspectives and research methods are constantly enriched,research in this field is still in its early stages.Thus,research from various perspectives still needs further refinement and indepth research.In recent years,some scholars have begun to pay attention to the asymmetric relationship between tourism service satisfaction.Apart from this,they usually take the public service as a whole system to explore its impact on tourist satisfaction,which ignored the importance of each element dimension.While,in this research,Tianjin was taken as a case to study the asymmetric effect of tourism public service on tourist satisfaction.It was dummy variable regression analysis that adopted to verify hypothesis.Based on the three-factor theory,proposed by Kano,the elements of tourism public service were classified into three factors.More specicically,basic factor is an attribute that must meet customer needs in the service process,and exhibits a negative asymmetric effect on the satisfaction.Performance factors and excitement factors both exhibit an asymmetric effect on satisfaction.The three-factor theory provides a more comprehensive explanation and summary of the asymmetric effect on satisfaction.On

关 键 词：旅游公共服务 游客满意度 非对称性关系 

分 类 号：F592.7[经济管理—旅游管理]