乡村旅游服务质量评价研究——湖州顾渚村的实证调查

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浙江财经学院硕士学位论文

摘要

随着乡村旅游的不断发展，服务质量问题逐渐显现。服务质量是游客在服务

结束后的一种主观评价，它影响游客的推荐意愿和重游意愿。根据相关调查，熟

客或介绍的游客在乡村旅游游客中占相当大的比例。因此服务质量对于乡村旅游

企业的发展具有重要意义。

本文的研究目标是乡村旅游服务质量的评价体系与案例的调查测评。论文首

先通过国内外相关文献阅读，提出了我国乡村旅游服务质量的理论评价体系。同

时，在此基础上以湖州顾渚村为案例，进行实证调查，从而对理论评价体系进行

优化，并运用模糊综合评判方法对湖州顾渚村乡村旅游服务质量进行测评。本文

研究的主要意义在于一方面为乡村旅游企业提高服务质量提供依据，为政府部门

引导和规范服务质量提供参考；另一方面，进一步完善了乡村旅游服务质量评价

理论方法，为其进一步的深入研究提供了思路。

本文包括四大部分：

1．第一部分是绪论，介绍本文的研究背景、研究意义、研究框架、研究方法

和研究创新。

2．第二部分是文献综述，主要分为三部分。首先对乡村旅游的发展过程、定

义和特点进行了具体论述；其次，从服务的概念及特点、服务质量的定义及维度

的划分、服务质量评价模型等三方面对服务质量进行了回顾，为模型构建提供了

参考；最后，对旅游服务质量的定义及维度、旅游服务质量评价模型、乡村旅游

服务质量评价模型等内容进行了总结和概括，为模型的设计和确立提供了依据。

3．第三部分是资料分析，包括研究设计和实证研究。其中，研究设计主要阐

明研究模型、研究对象的选择、问卷设计和统计方法。根据研究的问题，实证研

究可分为三部分。首先是乡村旅游服务质量评价体系的优化和体系的应用。本文

以顾渚村游客为调查对象，主要运用因子分析、效度分析、回归分析等统计方法

和模糊综合评判模型，对服务质量体系进行优化和评价。评价结果表明游客对顾

渚村乡村旅游服务质量的总体结果是比较满意的，对于技术质量、功能质量、环

境质量、硬件质量也相对认同。其次是游客样本描述和均值比较。通过均值比较

发现不同统计特征的游客在服务质量、技术质量、功能质量、环境质量、硬件质

量等评价上存在差异。最后是游客重游意愿与服务、技术、功能、环境、硬件质

量间相关关系分析，结果显示服务、技术、功能、环境、硬件质量与游客重游意

愿显著相关，其中与服务质量总体评价的相关度最高，其次是技术质量，再次是

功能质量，最后是环境质量和硬件质量。

浙江财经学院硕士学位论文

4．第四部分在实证研究基础上得出的建议和结论，包括管理策略、结论和展

望。根据实证研究结果，本文认为乡村旅游企业应从技术质量、功能质量、环境

质量、硬件质量四方面提升服务质量。其中，在技术质量上，企业应合理设计费

用、保证服务的准时、态度真诚；在功能质量上，企业应妥善解决游客问题、积

极告知游客需注意事项；在环境质量上，企业应正确处理与其他企业经营者及非

经营者之间的关系、注意环境保护和庭院景观设计；在硬件质量上，企业应可以

采用外包策略，提升硬件设备。同时，乡村旅游企业可以将中老年游客作为目标

群体，开发市场；从“乡村性”和“体验性”设计活动项目，展现核心竞争力。

关键词：乡村旅游；服务质量；评价体系；模糊综合评判法

浙江财经学院硕士学位论文

III

ABSTRACT

With the development of rural tourism, service quality problem appears gradually.

Service quality is the subjective evaluation by tourists after finishing service, and it

affects tourists revisit intention and recommendation. According to the relevant

investigation, a significant proportion of rural tourism visitors is acquaintances or

introduced by relatives and friends. Service quality has played an important role in the

process of rural tourism enterprises.

The objective of this paper is the evaluation system of service quality in rural tourism

and the evaluation and survey of the case.The article is to discuss the theoretical service

quality evaluation system for China's rural tourism in light of literature review from

domestic to overseas firstly.Then taking the Guzhu village for example,the evaluation

system is optimized after survey, and evaluate the service quality of Guzhu village by

fuzzy comprehensive evaluation method.The purpose of this research is to assist rural

tourism enterprises improve service quality, provide reference for the government

departments to guide and regulate enterprises. At the same time, further improve the

rural tourism service quality evaluation of rural tourism and the in-depth study of

service quality.

The article has four parts:

1.The first part is the introduction,explaining the research background, the research

significance, the research framework, the research methods and the innovation.

2.The second part is the literature review which includes three parts. At first, the

paper introduces rural tourism development process, the definition and characteristics of

rural tourism; Secondly, from the concept and characteristic of services, the definition

and classification of service quality, to service quality evaluation model, it provides the

reference for the construction model; Finally, the definition of tourism service quality

dimensions, tourism service quality evaluation model, and rural tourism service quality

evaluation model are summarized for designing and establishing the model.

3.The third part is the infoumation analysis, including the research design and the

empirical studies.The research design mainly expounds the research model, the

selection of research object, questionnaire and statistical methods. According to the

research of empirical research problems, the empirical studies can be divided into three

parts. First is the rural tourism service quality evaluation system optimization and

浙江财经学院硕士学位论文

system application, taking tourists of Guzhu village as respondents, mainly using factor

analysis, validity analysis, regression analysis and the fuzzy comprehensive evaluation

model. The result shows the overall service quality, the technical quality, the function

quality, the environmental quality and the hardware quality is satisfactied by tourists.

Second is data analysis and compare means. Through the compare means, different

statistical characteristics of tourists have different assessment about the service quality,

the technical quality, the function quality, the environmental quality, and the hardware

quality; the third is the relationship between the revisit intention and the service quality,

the technical quality, the function quality,the environmental quality, and the hardware

quality. The result shows revisit intention is significantly associated with quality of

service. The service quality is the highest, and then thetechnical quality, function quality,

finally is environment quality and hardware quality.

4.The forth part is suggests and conclusions based in the thirth part, including the

management strategy and the conclusion and prospects. According to the empirical

results, the article argues that rural tourism enterprises should improve the service

quality from the technical quality, the function quality, the environmental quality, the

hardware quality. In the technical quality, firms should design reasonable price, provide

service in time, and keep sincere; in the function quality, enterprise should solve the

problems properly, inform the tourists attentions; in the environmental quality, the

enterprise should correctly deal with the relation with other business operators and the

non-operators, pay attention to environmental protection and garden landscape design;

in the hardware on quality, enterprise should adopt outsourcing strategy, upgrading

hardware devices.At the same time, developping elderly population market and showing

core competitiveness from ‘country’ and ‘experience’ are useful approsches to prove

service quality.

Key words: rural tourism; service quality; evalution system; fuzzy comprehensive

evaluation method

浙江财经学院硕士学位论文

第一章绪论.................................................................................................................. 1

第一节研究背景............................................................................................................ 1

第二节研究意义............................................................................................................ 3

第三节研究框架............................................................................................................ 4

第四节研究方法............................................................................................................ 6

第五节创新点................................................................................................................ 6

第二章相关研究回顾 .................................................................................................... 7

第一节乡村旅游相关研究综述.................................................................................... 7

第二节服务质量研究综述...........................................................................................11

第三节旅游服务质量研究综述.................................................................................. 19

第三章研究设计 .......................................................................................................... 22

第一节研究模型构建.................................................................................................. 22

第二节研究对象.......................................................................................................... 27

第三节问卷设计及预测.............................................................................................. 28

第四节数据统计方法.................................................................................................. 29

第四章乡村旅游服务质量实证研究 .......................................................................... 31

第一节游客样本描述.................................................................................................. 31

第二节服务质量评价体系优化.................................................................................. 35

第三节模糊综合评判.................................................................................................. 47

第四节均值比较.......................................................................................................... 51

第五节相关性分析...................................................................................................... 61

第五章管理策略 .......................................................................................................... 62

第一节服务质量提升的四个方面.............................................................................. 62

第二节中老年游客市场的开发.................................................................................. 67

第三节核心竞争力的提升.......................................................................................... 68

第六章结论与展望 ...................................................................................................... 70

第一节研究结论.......................................................................................................... 70

浙江财经学院硕士学位论文

第二节研究展望.......................................................................................................... 71

参考文献 ........................................................................................................................ 72

附录一 ............................................................................................................................ 76

附录二 ............................................................................................................................ 79

致谢.............................................................................................................................. 80

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摘要：

浙江财经学院硕士学位论文I摘要随着乡村旅游的不断发展，服务质量问题逐渐显现。服务质量是游客在服务结束后的一种主观评价，它影响游客的推荐意愿和重游意愿。根据相关调查，熟客或介绍的游客在乡村旅游游客中占相当大的比例。因此服务质量对于乡村旅游企业的发展具有重要意义。本文的研究目标是乡村旅游服务质量的评价体系与案例的调查测评。论文首先通过国内外相关文献阅读，提出了我国乡村旅游服务质量的理论评价体系。同时，在此基础上以湖州顾渚村为案例，进行实证调查，从而对理论评价体系进行优化，并运用模糊综合评判方法对湖州顾渚村乡村旅游服务质量进行测评。本文研究的主要意义在于一方面为乡村旅游企业提高服务质量提供依据，为政...

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