导游服务处在旅游行业中的核心地位，是旅游“六项”服务中最为根本的服 务，直接影响着旅游服务质量的高低。传统的导游管理体制，导游员依靠旅行社 “单一委派”的执业方式，桎梏了现代旅游业的发展。导游服务“乱象丛生”， 服务质量得不到保障。 当前，导游管理体制改革进一步开放，国家旅游局推行导游自由执业。在“旅 游+互联网”及大数据支持下，共享导游这个新型产业应运而生。共享导游服务 质量问题在共享经济模式下又成为一个新问题，新的关注点。 本文研读了以往旅游专家学者对导游服务质量的研究文献、国家旅游局行政 部门规范性文件、专家及游客访谈记录、游客在线评价导游的文本，提取了导游 服务质量指标；以游客体验和感知的角度，提取出网约导游 APP 前端技术指标。 将备选指标装入 SERVQUAL 服务质量测评模型，采用德尔菲法对导游服务质量评 价指标评估、筛选，选取了共享导游服务质量评价指标。 以适用性为导向，运用企业问卷调查进一步测试了初步筛选出的指标在实践 中的有效性，并对评价指标作了必要的修订，再借助 SPSS 检验了评价指标的信 度效度，然后采用乘积标度法，对共享导游服务质量评价指标的权重赋值，最后 构建出了共享导游服务质量评价指标体系。本文构建的导游服务质量评价指标体 系比较科学的全面的评价导游服务质量优劣，也为同行提供了借鉴与参考价值。 本文研究的创新点：首先是利用了国家旅游局规范性文件、游客在线点评文 本、OTA 的导游 APP 前端技术要素，综合归纳提取出了导游服务质量指标，使评 价指标体系更具结构化、系统化、全面性。其次是验证了指标体系，使用指标更 可靠，切合实用性效果。 关键词:导游自由执业，服务质量，SERVQUAL 模型，共享导游，网约导游EMBA 学位论文 作者：戴坤 远途旅行公司共享导游服务质量评价体系构建研究 II RESEARCH ON THE CONSTRUCTION OF THE QUALITY EVALUATION SYSTEM OF TOUR GUIDE SERVICE SHARING BY HOPETU TRAVELCOMPANIES Abstract The core position of the tour guide service in the tourism industry is the most fundamental service among the “six” services, which directly affects the quality of tourism services. In the traditional tour guide management system, tour guides must rely on the “single delegation” practice of travel agencies to smash the development of modern tourism. The tour guide service is “chaotic” and the quality of service is not guaranteed. At present, the reform of the tour guide management system is further open, and the National Tourism Administration promotes the free practice of tour guides. With the support of“Tourism + Internet” and big data, the new industry of sharing guides came into being. The problem of shared tour guide service quality has become a new issue and a new concern in the shared economy mode. This paper has studied the research literatures on the quality of tour guide services by tourism experts and scholars, the regulatory documents of the administrative department of the China Council for Tourism, the interview records of experts and tourists, the online evaluation guides of tourists, and the quality of guide service quality; from the experience and perception of tourists From the perspective of the network, the front-end technical indicators of the guide app are extracted. The candidate indicators are loaded into the SERVQUAL service quality assessment model. The Delphi method is used to evaluate and screen the guide service quality evaluation indicators, and the shared guide service quality evaluation indicators are selected. Guided by applicability, the enterprise questionnaire was used to further test the effectiveness of the initially selected indicators in practice, and the necessary revisions were made to the evaluation indicators. Then the reliability and validity of the evaluation indicators were tested by SPSS, and then the product was used. The scale method assigns weights to the shared guide service quality evaluation indicators,EMBA 学位论文 作者：戴坤 远途旅行公司共享导游服务质量评价体系构建研究 III and finally constructs a shared guide service quality evaluation index system. The guide service quality evaluation index system constructed in this paper is a scientific and comprehensive evaluation of the quality of guide service, and it also provides reference and reference value for peers. The innovations of this paper are as follows: Firstly, the National Tourism Administration's normative documents, the online comment text of tourists, and the front-end technical elements of OTA's guide APP are extracted, and the guide service quality indicators are extracted in a comprehensive manner, so that the evaluation index system is more structured and systematic. And comprehensive. Then the indicator system is verified, and the use of indicators is more reliable and practical. KEYWORDS: Guide free practice, service quality, SERVQUAL model, shared tour guide, web guideEMBA 学位论文 作者：戴坤 远途旅行公司共享导游服务质量评价体系构建研究 IV 目 录 中文摘要......................................................................................................I Abstract....................................................................................................... II 第一章 绪 论..............................................................................................1 1.1 研究背景..........................................................................................................1 1.2 研究意义..........................................................................................................1 1.3 研究框架与内容..............................................................................................2 1.3.1 研究框架.................................................................................................2 1.3.2 研究内容.................................................................................................2 1.3.3 研究方法................................................................................................3 第二章 相关理论与研究综述...................................................................4 2.1 服务运营管理理论..........................................................................................4 2.2 服务质量管理理论..........................................................................................4 2.3 服务质量评价体系研究综述..........................................................................5 2.4 导游服务质量测评工具..................................................................................6 2.5 共享经济理论..................................................................................................7 第三章 远途旅行公司共享导游服务质量评估与行业对比................ 9 3.1 远途旅行公司..................................................................................................9 3.1.1 企业基本情况.........................................................................................9 3.1.2 企业服务产品与经营业绩...................................................................10 3.2 远途旅行公司共享导游 APP 服务与服务质量评估..................................11 3.2.1 远途旅行公司共享导游 APP 服务介绍..............................................11 3.2.2 远途旅行公司共享导游服务质量的评估..........................................16 3.3 远途旅行公司共享导游服务质量评价缺失分析........................................21 3.3.1 共享导游服务质量问题汇总...............................................................21 3.3.2 共享导游服务质量评价的不足...........................................................24EMBA 学位论文 作者：戴坤 远途旅行公司共享导游服务质量评价体系构建研究 V 3.4 行业内共享导游 APP 服务现状..................................................................25 3.4.1 行业内的共享导游 APP 简况..............................................................25 3.4.2 行业内共享导游 APP 运行及服务质量现状......................................25 3.5 构建共享导游服务质量评价指标体系的必要性........................................26 第四章 远途公司共享导游服务质量评价指标选取...........................28 4.1 共享导游服务质量评价指标选取原则与流程...........................................28 4.1.1 共享导游 APP 导游服务质量评价指标选取原则..............................28 4.1.2 共享导游服务质量评价指标选取流程...............................................29 4.2 共享导游服务质量评价指标提取依据及来源............................................29 4.2.1 相关导游服务质量评价文献的指标归纳...........................................29 4.2.2 旅游行政主管部门指导性文件要求...................................................32 4.2.3 征求专家意见、游客的访谈...............................................................34 4.2.4 游客在线评价导游服务质量要素提取...............................................35 4.2.5 共享导游 APP 前端技术要素.............................................................36 4.3 共享导游服务质量评价指标选取................................................................41 4.4 共享导游服务质量评价指标初步筛选.......................................................45 4.4.1 德尔菲法..............................................................................................45 4.4.2 筛选过程..............................................................................................45 4.4.3 评价指标初步筛选结果......................................................................47 第五章 共享导游服务质量评价指标体系构建...................................50 5.1 问卷设计与预调研.......................................................................................50 5.2 指标测评.......................................................................................................52 5.2.1 测试问卷的数据收集与统计分析.......................................................52 5.2.2 导游服务质量指标的信度分析...........................................................54 5.2.3 导游服务质量指标效度分析...............................................................55 5.3 指标的修订...................................................................................................58 5.3.1 指标修订..............................................................................................58 5.3.2 指标修订后的效度分析......................................................................58 5.3.3 指标修订后的信度分析......................................................................62 5.4 权重赋值.......................................................................................................63EMBA 学位论文 作者：戴坤 远途旅行公司共享导游服务质量评价体系构建研究 VI 5.4.1 维度的权重赋值..................................................................................64 5.4.2 各项指标权重赋值..............................................................................65 5.5 共享导游服务质量评价指标体系...............................................................66 第六章 论文结论与展望.......................................................................68 6.1 论文研究结论................................................................................................68 6.2 论文研究展望................................................................................................69