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论文编号：	15527
作者编号：	2320224031
上传时间：	2025/6/16 21:31:30
中文题目：	滨海新区HM主题公园服务质量评价及提升策略研究
英文题目：	Research on the Service Quality Evaluation and Improvement Strategy of HM Theme Park in Binhai New Area
指导老师：	梁峰
中文关键字：	服务质量；质量评价；SERVQUAL 模型
英文关键字：	Quality of service; Estimation of quality ; SERVQUAL model
中文摘要：	随着我国社会经济的发展，人民生活水平的提升，人们对美好生活的需求也 在不断增加，尤其是物质生活得到满足的情况下开始注重精神生活的提升，旅游 就成为人们放松身心、愉悦自我的最佳方式。随着旅游业的发展和旅游行业的竞 争加剧，游客们在选择旅游目的地和景区的时候通常会以旅游景区的服务质量 为衡量标准，因此，各大景区以游客需求为导向，致力于为游客提供高质量的服 务获取游客的喜爱和选择，提升自身核心竞争力。 在此背景下，本文结合滨海新区 HM 主题公园这一研究对象，探讨了该主 题公园的服务质量的现状、当前服务问题和原因，并针对具体问题和原因提出了 优化对策。首先，对现有国内外文献和资料进行收集与整理后，汇总了当前相关 的理论文献，阐述了服务质量、旅游服务质量等概念，为本文研究奠定了坚实的 理论基础，本文研究中应用到的 SERVQUAL 服务质量评价模型、体验经济理论、 顾客满意度理论的内涵等。其次，分析当前 HM 主题公园服务质量情况，主要从 两个方面展开，一是对 HM 主题公园当前的发展状况、基本情况等进行了论述； 二是分析了当前滨海新区 HM 主题公园服务质量发展情况。接着，在上述研究 基础上构建了服务质量评价模型并通过问卷调查和定量分析的方式构建了完善 的服务质量评价指标体系，该指标体系由五个维度指标构成，对各维度进行划分 后得到了 29 个细化指标。评价结果表明，该主题公园服务质量评价结果中的以 下二级指标的服务质量均值为负数。最后，根据以上评价结果，分别从有形性、 响应性、移情性、可靠性和保证性五个方面提出了相应的优化建议，并从组织保 障、资金保障、人才保障和技术保障四方面提出了相应的保障措施。在实施了一 段时间的滨海新区 HM 主题公园服务质量提升策略之后，再次通过问卷调查法 对其服务质量进行评价，评价结果显示，以上涉及的服务质量均值为负数的几项 指标均有所改善。 本文对滨海新区 HM 主题公园服务质量提升进行研究，有助于进一步提升 该主题公园的服务品质，增强游客的满意度和忠诚度，也能够对同类型的主题公 园服务质量提升提供借鉴价值。
英文摘要：	With the development of our country's social economy and the improvement of People's living standard, People's demand for a better life is also increasing, especially when the material life is satisfied, people begin to pay attention to the promotion of spiritual life, travel has become the best way for people to relax and enjoy themselves. With the development of the tourism industry has intensified the competition in the tourism industry, tourists in the choice of tourist destinations and scenic spots will usually be the quality of service as a measure, therefore, the major scenic spots take the tourist demand as the guidance, devotes to providing the high quality service for the tourist to obtain the tourist's love and the choice, promotes own core competitiveness. Under this background, this paper, taking the HM theme park in Binhai New Area as the research object, discusses the present situation, current service problems and reasons of this theme park, and puts forward optimization countermeasures for specific problems and reasons. First of all, after collecting and sorting out the existing domestic and foreign documents and materials, the current relevant theoretical documents are summarized and the concepts of service quality and tourism service quality are expounded, which lays a solid theoretical foundation for this study. The connotation of SERVQUAL service quality evaluation model, experience economy theory and customer satisfaction theory applied in this study, etc. Secondly, it analyzes the current service quality of HM theme parks, mainly from two aspects. First, it discusses the current development and basic situation of HM theme parks. The second is to analyze the current development of service quality of HM theme park in Binhai New Area. Then, on the basis of the above research, a service quality evaluation model is constructed and a perfect service quality evaluation index system is constructed through questionnaire survey and quantitative analysis. The index system consists of five dimensions, and 29 detailed indicators are obtained after dividing each dimension. The evaluation results show that the average service quality of the following secondary indicators in the service quality evaluation results of the theme park is negative.Finally，according to the above evaluation results, corresponding optimization suggestions are put forward from five aspects: materiality, responsiveness, empathy, reliability and assurance, and corresponding safeguard measures are put forward from four aspects: organizational guarantee, financial guarantee, talent guarantee and technical guarantee. After implementing the strategy of improving the service quality of HM theme park in Binhai New Area for a period of time, the service quality of HM theme park is evaluated by questionnaire survey again. The evaluation results show that the above indexes with negative average service quality have improved. This thesis studies the improvement of the service quality of HM theme park in Binhai New Area, which will help to further improve the service quality of the theme park, enhance the satisfaction and loyalty of tourists, and also provide reference value for the improvement of the service quality of the same type of theme park.
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