基于入境游客感知的中国旅游服务质量演进特征和影响机制

入境游客感知的旅游服务质量是影响入境旅游规模、衡量我国国际旅游竞争力的重要因素。本研究利用历史统计资料、问卷调查数据和结构方程模型方法分析了基于入境游客感知的中国旅游服务质量演进特征和影响机制。研究发现:1990-2012年入境游客对中国旅游服务质量的评价呈现"初步改善-大幅提升-提升趋缓"的趋势,旅游服务质量仍滞后于入境游客不断增长的需求,交通业、旅行社业、旅游公共服务等行业服务质量不高是主要制约因素。从内在影响机制看,入境游客对旅游服务质量比国内游客更为敏感,对入境游客满意度影响最大的因素是各行业服务和旅游公共服务,此外,旅游地形象对于入境游客的感知质量也有很大影响,旅游地形象、游客感知质量和游客满意度最终将影响入境游客的忠诚度,但旅游价格并不是影响入境游客满意度和忠诚度的主要因素。

EVOLUTION CHARACTERISTICS AND INFLUENCE MECHANISM OF TOURISM SERVICE QUALITY IN CHINA FROM PERCEPTION OF INBOUND TOURISTS

Tourism service quality from perception of inbound tourists is an important factor affecting inbound tourism scale and measuring the competitiveness of China's international tourism. This study uses historical statistics, questionnaire data and structural equation model to analyze the evolution characteristics and influence mechanism of tourism service quality in China from perception of inbound tourists. The result shows that the tourism industry of China has gradually involved from primary stage of extensive operation to overall upgrade stage during 1990-2012. A trend of sustained promotion existed in the evaluation results of tourism service quality in China from perception of inbound tourists. The evaluation of most of the industries has improved, including accommodation, catering industry, transportation, entertainment, shopping industry, scenic industry, and tourism public service. However, the improvement of tourism service quality in China is relatively slow comparing to the growing demand of inbound tourists, of which the main constraints are the relatively low service quality in transportation, travel agencies and tourism public service. From the perspective of intrinsic influence mechanism, the perceived service quality of inbound tourists is influenced by composite factors including destination image, tourist expectation, perceived quality, perceived value, tourist satisfaction and tourist loyalty. Inbound tourists are more sensitive to the quality of service than domestic tourists, and the most influential factor on inbound tourist satisfaction is industry service and tourism public service. In addition, the destination image also has a significant impact on the perceived quality of inbound tourists, but the tourism price is not the main factor affecting satisfaction and loyalty of inbound tourists.