摘要
在体验经济盛行、旅游消费全面升级的大背景下，我国旅游行业作为大众娱乐的
首选领域正经历转型。景区作为游客目的地旅游必打卡的场所，其发展关乎当地旅游
产业的发展。在景区众多服务中，解说服务是景区文化对外宣传的窗口，可以把景区
美景、底蕴与游客感知完美契合，一定程度上是景区服务的“灵魂”。随着零售全渠
道发展及智慧旅游兴起，景区汲取零售行业经验，在解说服务实践中打破渠道壁垒，
开始在线上线下渠道中提供服务，但是理论上关于我国旅游景区全渠道解说服务的研
究还很少，因此值得深入研究。服务质量来源于游客感知评价，需要用游客主观体验
来衡量，因此服务质量往往直接影响体验价值，进一步影响到游客满意度。本研究在
借鉴已有成果基础上，以全渠道为视角对有我国旅游景区全渠道解说服务经历的游客
进行调查，就景区全渠道解说服务质量、体验价值和游客满意度三者关系展开分析。
本文对全渠道解说服务质量、体验价值和游客满意度三者研究成果进行梳理，在
理论基础上，结合我国景区解说实际情况将全渠道服务质量划分为实体服务质量、电
子服务质量和多渠道整合服务质量 3个一级维度，进一步将实体服务质量划分服务环
境质量、服务可靠质量、人员互动质量和个性化服务质量 4个二级维度，将电子服务
质量划为交互页面质量、系统服务质量、用户安全质量和信息内容质量 4个二级维度，
将多渠道整合服务质量划为服务构造透明度、渠道选择自由度、过程一致性和内容一
致性4个二级维度；将体验价值分为功能性价值、情感性价值、认知性价值和社会性
价值4个维度。基于相关理论，构建以体验价值为中介变量的全渠道解说服务质量对
游客满意度的研究模型，并提出相关研究假设。
通过问卷调查，本文共收集有效问卷 329份，用 SPSS、AMOS对数据进行处理
得以下结论：（1）全渠道解说服务质量（实体服务质量、电子服务质量、多渠道整
合服务质量）均对游客满意度产生正向影响作用；（ 2）实体服务质量和多渠道整合
服务质量均正向影响游客体验价值，电子服务质量中交互界面质量、信息内容质量、
系统服务质量和用户安全质量4个维度均对功能性价值、认知性价值有显著正向作用，
交互界面质量、信息内容质量、系统服务质量 3个维度对情感性价值、社会性价值有
显著正向作用；（3）游客体验价值 4个维度部分中介实体服务质量和多渠道整合服
务质量对游客满意度影响，功能性价值、认知性价值部分中介电子服务质量对游客满
意度影响，情感性价值、社会性价值在电子服务质量对游客满意关系中不起中介作用。
在实证研究基础上，本文就如何提高景区游客满意度提出相应建议，包括促进不
同渠道服务管理均衡发展以提高全渠道解说服务质量和实施体验营销战略以提升游
客体验价值两大方面。最后本文总结此次研究不足与展望，以期对以后研究有所裨益。
关键词：全渠道服务质量；解说服务；游客满意度；体验价值；旅游景区
Abstract
Under the background of the prevalence of experience economy and the overall
upgrading of tourism consumption, China's tourism industry, as the preferred field of
consumption and entertainment for the public, is undergoing transformation. As a necessary
punch in place for tourists to travel, the development of scenic spots is related to the
development of local tourism industry. Among the many services in the scenic spot, the
explanation service is the window for the external publicity of the scenic spot culture,
which can perfectly match the scenic beauty and details of the scenic spot with the
perception of tourists' beauty. To a certain extent, it is the "soul" of the scenic spot service.
With the development of retail omni-channel and the rise of smart tourism, scenic spots
learn from the experience of the retail industry, start to break the channel barriers in the
practice of interpretation service, and start to provide services in online and offline channels.
However, in theory, there is still little research on omni-channel interpretation service of
scenic spots in China, so it is worthy of in-depth research. Service quality comes from
tourists' perception evaluation and should be measured by tourists' subjective experience.
Therefore, service quality often directly affects tourists' experience value and further
involves tourists' satisfaction. Based on the research on the relationship between tourists'
experience and service quality in the scenic spot in China, the research is carried out from
the perspective of all channels to explain the existing tourist experience and service quality.
This paper combs the research results of omni-channel interpretation service quality,
experience value and tourist satisfaction. On the theoretical basis, combined with the actual
situation of scenic spot interpretation in China, the omni-channel service quality is divided
into three first-class dimensions: physical service quality, electronic service quality and
multi-channel integrated service quality, and further divides the physical service quality
into service environment quality, service reliability quality Personnel interaction quality and
personalized service quality are four secondary dimensions, the electronic service quality is
divided into four secondary dimensions: interactive page quality, system service quality,
user security quality and information content quality, and the multi-channel integration
service quality is divided into four secondary dimensions: service structure transparency,
channel selection freedom, process consistency and content consistency; The experience
value is divided into four dimensions: functional value, emotional value, cognitive value
and social value. Based on relevant theories, this paper constructs a research model of
omni-channel interpretation service quality on tourist satisfaction with experience value as
intermediary variable, and puts forward relevant research hypotheses.
Through the questionnaire survey,329 valid questionnaires were collected in this paper.
The data were processed by SPSS and Amos software,and the following conclusions were
obtained:(1)The quality of omni-channel interpretation service(physical service quality,
electronic service quality and multi-channel integrated service quality)had a positive impact
on tourist satisfaction;(2)Both physical service quality and multi-channel integrated service
quality have a positive impact on tourist experience value.In electronic service quality,the
four dimensions of interactive interface quality,information content quality,system service
quality and user safety quality have a significant positive effect on functional value and
cognitive value.The three dimensions of interactive interface quality,information content
quality and system service quality have a significant positive effect on emotional value and
social value;(3)There are four dimensions of tourist experience value,some intermediary
entity service quality and multi-channel integrated service quality have an impact on tourist
satisfaction,some intermediary e-service quality of functional value and cognitive value
have an impact on tourist satisfaction,and emotional value and social value do not play an
intermediary role in the relationship between e-service quality and tourist satisfaction.
On the basis of empirical research,this paper puts forward corresponding suggestions
on how to improve tourist satisfaction in scenic spots,including managing omni-channel
service touchpoints to improve omni-channel service quality and implementing experience
marketing strategy to improve tourist experience value.Finally,this paper summarizes the
shortcomings and prospects of this research,in order to be beneficial to future research.
Key words: Omni-channel service quality，Interpretation service，Tourist satisfaction，
Experience value，Scenic spots