厦门方特旅游区为研究案例，基于游客感知的视角，从安全性、保障性、响应性、有形性、移情性、敏感性六个维度入手，运用文献归纳法、实地考察法和问卷调查法，对厦门方特旅游区游客感知服务质量现状进行了研究，并针对存在问题提出相关的服务质量提升对策和建议。关键词：游客感知；服务质量；主题公园AbstractXiamenFantawildTouristAreaistherepresentationalthemepark,inthesouthofChina,whichhasgreatattractiontotouristshomeandabroad.ThisresearchtookXiamenFantawildTouristAreaasacasestudy,fromtourists'perceptionandthefollowingsixdimensions--security,assurance,responsiveness,tangibility,empathyandsensitivity,studiesthepresentsituationofperceivedservicequalityoftouristsinXiamenFantawildTouristAreabyliteratureinduction,fieldinvestigationandquestionnairesurvey.Andbasingontheexistingproblems,theresearchproposessolutiontoimprovetheservicequality.Keywords：Tourists'Perception;ServiceQuality;ThemePark目录1引言........................................................11.1研究背景...............................................11.2研究意义...............................................21.2.1理论意义...............................................21.2.2实际意义...............................................21.3研究方法...............................................31.3.1文献归纳法...........................................31.3.2实地考察法...........................................31.3.3问卷调查法...........................................31.4研究的理论基础...................................31.4.1服务质量评价理论...............................32研究综述................................................42.1国外研究综述.......................................42.1.1关于主题公园研究...............................42.1.2关于游客感知研究...............................42.1.3关于服务质量研究...............................52.2国内研究综述.......................................52.2.1关于主题公园研究...............................52.2.2关于游客感知研究...............................62.2.3关于服务质量研究...............................73研究设计................................................73.1研究对象...............................................73.2研究方法...............................................83.2.1问卷设计...............................................83.2.2调研对象的选取...................................83.2.3问卷发放与收集...................................84数据统计与分析.....................................94.1来访游客基本概况...............................94.2游客感知服务质量满意度现状.........114.2.1安全服务满意度高.............................114.2.2有形具象服务较满意.........................114.2.3个性化服务较满意.............................124.2.4秩序管理服务趋于满意.....................124.3存在问题.............................................134.3.1旅游服务设施有待完善.....................134.3.2服务意识有待加强.............................134.3.3服务补救有待优化.............................144.3.4服务技能有待提高.............................144.3.5服务价值有待提升.............................144.4原因分析.............................................154.4.1服务指南不完善.................................154.4.2服务积极性不高.................................154.4.3服务培训不全面.................................154.4.4服务宣传不具体.................................164.4.5服务价值不匹配......................
