【正文】 in interpersonal relations will enhance the quality of the relationship between the two, thereby affecting the future behavior intention of recent years, with some travel agencies and tour guides’ acts of bad faith revealed by the media and the munity that visitors to travel agencies and tour guides credibility issue is being more a result of the imperfect system ,some of the travel agents guide the tour guides management and control negligencely, which made the provision of poorquality services for tourists, fraudulent customers, any increase in shopping spots, change tourist in immoral acts occurred, seriously affecting the confidence of tourists on guided tours . Guides on behalf of travel agencies in the travel quality services for tourists and improve visitor satisfaction and a sense of trust, can help travel agencies retain customers and enhance the image of the public. Therefore, travel agencies should take a series of effective measures to improve the quality of guides service, to improve the sense of satisfaction and the sense of trust. Keywords: Tour Guides Service Quality Tourists’ Sense of Trust Tourists’ Behavioral 目次1 引言 ......................................................................................................................................................2 選題背景 ...........................................................................................................................................2 研究的目的和意義 ...........................................................................................................................2 文獻(xiàn)綜述 ...........................................................................................................................................3 研究?jī)?nèi)容和方法 ...............................................................................................................................42 相關(guān)理論研究 ......................................................................................................................................5 導(dǎo)游的服務(wù)質(zhì)量 ...............................................................................................................................5 消費(fèi)者行為理論 ...............................................................................................................................6 服務(wù)公平性 .......................................................................................................................................6 游客行為意向 ...................................................................................................................................7 顧客滿意度理論 ...............................................................................................................................73 導(dǎo)游服務(wù)質(zhì)量調(diào)查分析 ......................................................................................................................94 導(dǎo)游服務(wù)質(zhì)量與顧客行為意向的關(guān)系 ............................................................................................12 導(dǎo)游形象和游客行為意向的關(guān)系 .................................................................................................12 導(dǎo)游服務(wù)的公平性和游客行為意向的關(guān)系 .................................................................................12 游客對(duì)導(dǎo)游的信任感和游客行為意向的關(guān)系 .............................................................................13 游客對(duì)導(dǎo)游的滿意感和游客行為意向的關(guān)系 .............................................................................145 提高導(dǎo)游服務(wù)質(zhì)量的改進(jìn)措施 ........................................................................................................15 加強(qiáng)對(duì)導(dǎo)游的管理，明確導(dǎo)游的歸屬 .........................................................................................15 健全導(dǎo)游薪金制度，改善導(dǎo)游福利制度 .....................................................................................16 建立導(dǎo)游職稱評(píng)定機(jī)制 .................................................................................................................16 健全導(dǎo)游激勵(lì)機(jī)制 .........................................................................................................................16 規(guī)范旅游市場(chǎng) .................................................................................................................................16 強(qiáng)化對(duì)導(dǎo)游的職業(yè)培訓(xùn)，提高導(dǎo)游自身綜合素質(zhì) .....................................................................17 營(yíng)造良好的社會(huì)輿論環(huán)境 .............................................................................................................17結(jié)論 .......................................................................................................................................................18致 謝 ...................................................................................................................................................20參 考 文 獻(xiàn) .........................................................................................................................................212 選題背景隨著社會(huì)的發(fā)展，旅游業(yè)已成為全球經(jīng)濟(jì)中發(fā)展勢(shì)頭最強(qiáng)勁和規(guī)模最大的產(chǎn)業(yè)之一。旅游業(yè)在城市經(jīng)濟(jì)發(fā)展中的產(chǎn)業(yè)地位、經(jīng)濟(jì)作用逐步增強(qiáng)，旅游業(yè)對(duì)城市經(jīng)濟(jì)的拉動(dòng)性、社會(huì)就業(yè)的帶動(dòng)力、以及對(duì)文化與環(huán)境的促進(jìn)作用日益顯現(xiàn)。旅游業(yè)是中國(guó)經(jīng)濟(jì)發(fā)展的支柱性產(chǎn)業(yè)之一。中國(guó)經(jīng)濟(jì)的飛速，健康，穩(wěn)定的發(fā)展的同時(shí)，也極大的推動(dòng)了旅游業(yè)的發(fā)展，使其迅速成為一門朝陽(yáng)產(chǎn)業(yè)。2022 年我國(guó)旅游業(yè)全面恢復(fù)振興并有突破性發(fā)展，入境游、國(guó)內(nèi)游、出境游三大市場(chǎng)全面振興，旅游總收入達(dá)到 6840 億元，相當(dāng)于全國(guó) GDP 的%，2022 年我國(guó)出境旅游增勢(shì)強(qiáng)勁，公民出境旅游超過(guò) 2800 萬(wàn)人。2022年全年我國(guó)入境旅游人數(shù) 萬(wàn)人次，比上年增長(zhǎng) %，比 2022 年增長(zhǎng) %。導(dǎo)游服務(wù)作為旅游產(chǎn)品的重要部分被人們稱為“旅游活動(dòng)的靈魂” 。但是，在中國(guó)旅游業(yè)飛速發(fā)展的同時(shí)，導(dǎo)游服務(wù)質(zhì)量一直參差不齊，成為旅游事業(yè)深入發(fā)展的瓶頸，導(dǎo)游是與游客接觸最密切的職位之一，導(dǎo)游講解與服務(wù)的好壞直接影響到整個(gè)旅游團(tuán)團(tuán)隊(duì)行程的質(zhì)量。所以旅行社管理人員應(yīng)充分重視導(dǎo)游的作用，加強(qiáng)對(duì)導(dǎo)游的管理。旅行社應(yīng)通過(guò)市場(chǎng)調(diào)研和分析，了解游客通過(guò)哪些屬性評(píng)估導(dǎo)游服務(wù)質(zhì)量，獲得有關(guān)游客對(duì)服務(wù)質(zhì)量各屬性重視程度的信息，有的放矢地對(duì)導(dǎo)游進(jìn)行培訓(xùn)，提高導(dǎo)游對(duì)客服務(wù)技能和整體素質(zhì)。 研究的目的和意義旅游既是一種社會(huì)經(jīng)濟(jì)現(xiàn)象，又是一種社會(huì)文化現(xiàn)象。它必然隨著社會(huì)經(jīng)濟(jì)和文化的發(fā)展變化而在內(nèi)容和形式上不斷地發(fā)展和變化，它是人們以了解自然和社會(huì)、豐富和完善自我為目的，非定居性旅行的高級(jí)生活方式。導(dǎo)游作為旅行社的代表，在旅游過(guò)程中為游客提供優(yōu)質(zhì)服務(wù)、提高游客的滿意感和信任感，能幫助旅行社留住顧客并提升旅行社在社會(huì)公眾中的形象。因此，本文的目的就是在于分析導(dǎo)游服務(wù)質(zhì)量與游客行為意向的關(guān)系，對(duì)其進(jìn)行深層