基于模糊评价模型的旅游企业标准化服务效益研究

在国内外学者对旅游企业服务标准化研究的理论基础上,以广东万绿湖风景区企业服务标准化建设为研究对象,构建并修正旅游企业标准化服务效益的评价指标体系量表。采用正式量表,对万绿湖游客进行实地调研。通过探索性因子分析和验证性因子分析,对量表的有效性和可靠性进行验证,最终确定旅游企业服务标准化效益评价指标体系;同时利用模糊评价模型对调研结果进行分析,探讨了广东万绿湖企业服务标准化实施过程中的成果和不足,为促进广东万绿湖风景区标准化建设提供建议,并为旅游行业同类景区进行标准化建设提供借鉴。

Research on Benefit Valuation of Tourism Service Standardization Based on Fuzzy Evaluation Model

Scholars at home and abroad did some researches on tourism service standardization. Based on the theoretical results,this paper used Guangdong Wanlu Lake scenic area enterprise service standardization construction as the research object,built standardized service benefit evaluation index system of tourism enterprise scale. The effectiveness and reliability of the scale were verified by exploratory factor analysis and confirmatory factor analysis. Finally,the standardized benefit evaluation index system of tourism enterprises was determined. At the same time,the results of using the fuzzy evaluation model were analyzed to discuss the achievements and shortcomings in the implementation process of ser vice standardization of Guangdong Wanlu Lake enterprise,so as to provide suggestions for promoting the standardization construction of guang dong wanluhu scenic spot and provide reference for the standardization construction of similar scenic spots in the tourism industry.