| 旅游者对乡村旅游服务质量评价的差异性研究——基于西安市上王村、白鹿塬及大峪口乡村旅游者的调查 |
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| 引用本文： | 李向农,延军平.旅游者对乡村旅游服务质量评价的差异性研究——基于西安市上王村、白鹿塬及大峪口乡村旅游者的调查[J].安徽农业科学,2013,41(16):7230-7231,7234. |
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| 作者姓名： | 李向农 延军平 |
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| 作者单位： | 陕西师范大学旅游与环境学院,陕西西安,710062 |
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| 摘 要： | 以西安市上王村、白鹿塬及大峪口的乡村旅游者为例,采用非参数检验方法,分析了不同类型的乡村旅游者在评价乡村旅游服务质量时的差异性。研究结果表明:游客在对乡村旅游服务质量进行评价时,农家特色、活动体验、自然环境、设备设施和人员素质是非常重要的评价指标。不同家庭收入组的旅游者在活动体验、自然环境和人员素质3个乡村旅游服务质量评价因子上存在显著差异;不同旅游动机的旅游者对乡村旅游服务人员素质的重视程度差异不明显,但在其他4个评价因子方面存在显著差异。该研究的结论能够帮助乡村旅游经营者更好地进行市场和产品决策,提升乡村旅游目的地的竞争力。
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| 关 键 词： | 乡村旅游 服务质量评价 差异性 |
On the Differences of Tourists' Evaluation of Rural Tourism Service Quality-Based on the First-hand Survey Data of Agro-tourists of Shangwang Village, Bailuyuan and Dayukou in Xi'an |
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| Institution: | LI Xiang-nong et al (College of Tourism and Environment of Shaanxi Normal University,Xi’an,Shaanxi 710062) |
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| Abstract: | By using the nonparametric test method, the differences of different rural tourists＇ evaluation of rural tourism service quality were analyzed based on the first-hand survey data of agro-tourists of Shangwang village, Bailuyuan and Dayukou in Xi＇ an. The research revealed that there are five important factors in tourists＇ evaluating rural tourism service quality ： farm characteristics, experience activities, natural environment, facilities and personnel quality. Different family income group of tourists has significant differences in three factors of evaluating activity experience, natural environment and personnel quality. For tourists classified by their motives, there are no obvious differences in personnel quality, but there are significant differences in other four factors in evaluating rural tourism service quality. It was expected that these conclusions can help the rural tourism operators make product and marketing decisions, and improve the competitiveness of rural tourism destinations. |
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| Keywords: | Rural tourism Evaluation of service quality Differences |
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