【正文】 中的形象。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。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。關(guān)鍵詞：導(dǎo)游服務(wù)質(zhì)量 顧客滿(mǎn)意 游客行為意向Title Tour Guides Service Quality, Tourists’ Sense of Trust Relationship and Tourists’ Behavioral Intention Research AbstractTourists in the tourism process mainly municate with the tourist guides and travel agents and guides plays a vital role in the process of service delivery. The attitude of tour guides, service awareness and service skills will not only affect the evaluation of tourists guides, but also affect the evaluation of overall service of travel agents. Therefore improving the quality of a travel guide service is an important aspect of building travel agency service quality. In this paper, the services quality of tour guides, visitors’ sense of satisfaction and trust acts and visitors to explore the relationship between intention and the relationship between them to carry out inspection.Tourists’ sense of trust to guides is the most important factor in the intention which affect their future behavior . In the tourism process, tour guides and visitors in touch with each other, mutual exchanges and mutual influence. Tourists measure the credibility of tour guides and goodwill according to the expected process in accordance with, the ability to judge process and intention analysis is something with the expected process and the ability of visitors foresee tour guides’ will be in accordance with the demeanor of guides to assess the credibility and goodwill. In the ability to judge process, visitors will be guided to determine the ability of obligations that tour guides beared. If the guides do well in their jobs , visitors’ a sense of trust will be enhanced. In the intention analysis process, visitors will analysis tour the words and deeds to determine the intent of tour guides. Tour guides do not damage the interests of tourists, tour guides do not deceive, it is easier to win the confidence of tourists. Therefore, the tour guides and visitors establish trust 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(mǎn)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(mǎn)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 .............................................................................