作　　者： ; (李健仪）;

机构地区： 中山大学管理学院

出　　处： 《旅游科学》 2007年第4期43-48,78,共7页

摘　　要： 在文献研究的基础上,本文提出导游服务质量、游客对导游的满意感和信任感会影响游客行为意向的假设,并在广州市的旅行社对327名旅客进行了问卷调查,对假设进行检验。分析结果表明:游客对导游的信任感是影响游客行为意向的重要因素;导游的服务质量、游客对导游的满意感也会影响游客的行为意向。本文认为,旅行社应加强导游服务质量的管理工作,培养导游的服务意识,提高导游的服务技能,增强游客对导游的信任感和满意感,以便赢得游客有利的口头宣传。 Based on a literature review, the authors proposed a hypothesis that both tour guides＇ service quality and tourists＇ satisfaction with and trust on tour guides have impact on tourists＇ behavioral intentions. This hypothesis was tested on 327 travelers with travel agencies in Guangzhou through a questionnaire survey. The result of the survey shows that tour guides＇ service quality, tourists＇ satisfaction with and trust on tour guides have impacts on travelers＇ behavioral intentions, and that tourists＇ trust on tour guides is the essential influential factor. The authors believe that travel agencies should pay more attentions to managing tour guides＇ service quality, nurturing their awareness of service, improving their service skills and enhancing travelers＇ satisfaction with and trust on tour guides to win their word of mouth.

关 键 词： 导游服务质量 满意感 信任感 行为意向

领　　域： [经济管理] [经济管理]