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作 者:杨文武 耿庆汇 YANG Wen-wu;GENG Qing-hui(Business College,Qingdao University,Qingdao Shandong 266071)
出 处:《潍坊工程职业学院学报》2025年第2期99-108,共10页Journal of Weifang Engineering Vocational College
基 金:国家社科基金艺术学项目“流动的文化:大运河遗产的视觉建构及视觉表征研究”(21BH159)。
摘 要:通过考察导游服务质量对游客的影响,并以游客满意度为中介变量构建了导游服务质量、游客满意度和游客行意愿的综合模型。结果表明:在导游服务各个维度中导游服务专业度对游客满意度的影响最大,其次是导游服务态度、导游讲解水平和导游个人形象。在导游服务各个维度中只有导游讲解水平对游客行为意愿存在显著正向影响而导游个人形象、导游服务态度、导游服务专业度并没有对游客行为意愿存在显著正向影响,游客满意度对游客行为意愿存在显著正向影响。分析和结果可以为旅行社提升和改善导游服务质量,增强旅行社运营的有效性提供见解。By investigating the influence of tour guide service quality on tourists,and taking tourist satisfaction as the intermediary variable,this paper constructs a comprehensive model of tour guide service quality,tourist satisfaction and tourist travel intention.The results show that the professional degree of tour guide service has the greatest impact on tourist satisfaction,followed by the attitude of tour guide service,the level of tour guide explanation and the personal image of tour guide.Among all dimensions of tour guide service,only tour guide's explanation level has a significant positive impact on tourists'behavioral intention,while tour guide's personal image,tour guide service attitude and tour guide service professionalism do not have a significant positive impact on tourists'behavioral intention,and tourist satisfaction has a significant positive impact on tourists'behavioral intention.The analysis and results can provide insights for travel agencies to increase and improve the quality of tour guide services and enhance the effectiveness of travel agency operations.
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