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Overview and evaluation of foreign tourism service research

Abstract: Regarding the research on tourism services, foreign countries attach great importance to empirical research on tourism service perception and satisfaction from the perspective of tourists, while domestic research focuses on Pay more attention to the customer psychology, attitude and skills of tourism service personnel. Tourism service trade is also one of the hot topics studied by domestic scholars, which is consistent with the development of my country's tourism industry that pays more attention to the economic orientation.

Keywords: tourism service; tourism service foundation; tourism service quality; tourism e-commerce

CLC classification number: F590 Document identification code: A Article number: 1001 - 778X (2004 ) 05 - 0133 - 05*

Summary and Comments on the Researches of Tourism Services in China and Other Countries HU Xiao2chun , FENG Xue2gang

( Tourism Department , business School , East China Normal University , Shanghai , 200062 , China)

Abstract: Most researches on tourism services in other countries are focused on tourists' feelings about services and the degree of contentedness. The researches in China , however , lay emphasis on the psychology, attitude and skills of the tourism service staff towards tourist s. Another hot issue for researchers of China is tourism service trading, which is quite in line with economic orientation of tourism development in the country.

Key words: tourism service; tourism service foundation; tourism service quality; tourism e2com2 merce

Tourism service is a comprehensive service phenomenon at a certain stage of economic development, which occurs between tourism service providers and recipients It is an intangible interaction in which the supply and demand sides of tourism services realize the satisfaction of their respective interests in the exchange, but the interaction process does not involve the transfer of ownership. [1] (P13$55) The World Tourism Organization defines tourism services as: all services provided by tourism enterprises to meet the needs of tourists, including tourism and travel-related services, entertainment, cultural and sports services, financial services, and transportation 12 categories including services. [2 ]

This article reviews the relevant research on tourism services at home and abroad, analyzes the current situation and development trends of tourism service theories at home and abroad, and summarizes the issues that require in-depth research in this regard in my country.

A review of foreign tourism service research

Since the mid-to-late 20th century, foreign scholars have begun to use theories such as service management, service marketing, service economics, and experience economy to study many aspects of tourism services. . Looking at their research results, they can be summarized into the following four aspects:

(1) Basic research on tourism services

Study tourism services from different industry sectors and different perspectives Features and functions. In the book Consumer Services and Economic Development, Colin C. Williams (1997) emphasized the role of customer services, including tourism services, retail services, cultural services, etc., on local economic development from an overall perspective, and pointed out the importance of these industries. Development strategies should change from producer-oriented to consumer-oriented.

[3] (P 5 - 30) Janet D. Neal et al. (1999) proposed a model for measuring leisure tourism service satisfaction based on the Hierarchy of Life Satisfaction Model. By analyzing 373 A survey of tourists and L ISREL analysis led to the conclusion that "tourism satisfaction has a direct impact on life satisfaction." [4 ]

(2) Research on tourism service perception

This is a problem that foreign scholars have concentrated on. The basic idea is generally to analyze their perception of tourism services from the perspective of tourists. Quality expectations, satisfaction with tourism services, factors affecting tourism service perceptions, etc., and provide suggestions for tourism companies to improve services accordingly. Eric Laws (1998) used the service blueprinting method to study the relationship between the service design concept and visitor experience and satisfaction management in Leeds Castle, UK. [5] Victor B Teye et al. (1998) studied passenger satisfaction with a series of cruise product and service delivery elements, and concluded that in addition to overall meeting or exceeding passenger expectations, key product and service delivery areas must also be provided to This conclusion is to maximize cruise passenger satisfaction. [6] Klaus Weiermair et al. (1999) studied tourists' quality judgments of different tourism activity areas and different service contents in alpine ski resorts, and quantified the overall service quality of the resort, linear regression and Sirgy's customer satisfaction / The results of the dissatisfaction model study indicate a linear relationship between overall quality and tourists' judgments of each area or aspect. [7] Sheena Westwood et al. (2000) studied the concerns of female business travelers about the low comfort and security in aviation services and the sexist attitudes of employees, and pointed out that the aviation industry should change the current male-oriented service attitude and facility supply. Caters to the needs of working women. [8] Kevin Nield et al. (2000) investigated the role and importance of catering services in tourist satisfaction. The results showed that tourists from Eastern Europe, Western Europe and Romania were concerned about price, food quality, catering quantity, catering service standards, and catering designs. There are huge differences in the judgments of factors such as food appearance and service speed. Food quality, price, catering color, dining environment and food appearance are the factors that most affect the Romanian catering service experience. [9] Beverley A.Sparks et al. (2001) studied the different impacts of various service recovery strategies on customer satisfaction in the hotel industry, and discussed the significance of this for managers and scholars. [10] Yuksel Ekinci et al. (2003) used the SERVQUAL model to measure the service quality of Cretan accommodation facilities in the UK. The research results showed that British tourists paid more attention to the intangible elements of the service, and the overall satisfaction of tourists with the service was marginal. In addition , differences in tourist gender and accommodation facility categories will also lead to different perceptions of service quality. [11] Maryam Khan (2003) proposed the ECOSERV model to investigate ecotourists' expectations for service quality. Factor analysis showed that ecotourists' concern for service quality was in order of ecological presentation, confidence, reliability, responsiveness, and investment. and six aspects of tangible display. [12] Under the influence of Western social experience and experience economy trends, some scholars have studied tourists' tourism service experience from different perspectives such as sociology, anthropology, psychology, and service marketing, and have given some suggestions from a management perspective. made many suggestions, Julie E. Otto et al. (1996) also used factor analysis method to explore the degree of tourism service experience. [13]

(3) Research on tourism service quality

Foreign scholars have studied the quality of tourism services from many different angles and proposed ways to measure and improve service quality. Isabelle Frochot (2000) introduced the method of measuring service quality in historic buildings using the HISTOQUAL model, which is more consistent with the new service economy framework, providing a tool for managers to discover the advantages and disadvantages of services. [14] Arie Reichel (2000), based on an in-depth investigation of tourism service quality and positioning in rural areas of Israel, used Gronroos' model of perceived service quality to conduct an empirical study on 206 tourists and 23 entrepreneurs, revealing that This paper identifies the gap between the expected value and actual perception of tourism services, and puts forward some management suggestions and marketing suggestions to improve the quality of tourism services. [15]J ay Kandampully (2001) discussed the management issues of tourism service quality in the hotel industry, tourism industry and leisure industry.

[ 16 ] (P21-160) Richard Sharpley et al. (2003) conducted a study on Cyprus hotel service personnel in view of the widespread concern about quality tourism development strategies and neglect of the role of tourism practitioners, especially hotel industry service personnel, in quality management. The survey found many factors that support and limit service quality, and suggested that hotel managers implement strategies based on reward systems, strengthening authorization and reducing staff turnover to improve service quality. [17]

(4) Research on e-tourism services and tourism e-commerce

The main research contents include factors affecting the development of e-tourism services and the actual and potential impact of technological progress on tourism services , the development trend of online tourism services and electronic tourism information systems, etc. For example, L. Rayman2Bacchus (2001) evaluated the current development status of online tourism services and conducted research on 50 top tourism websites. He pointed out multiple factors that will affect the future development of online tourism services and predicted the European region with developed Internet. The development trend of tourism services in the future. [ 18 ] Jo Connell (1999) explored the impact of technological progress on tourist information centers and pointed out that tourist information centers must become sales and service-oriented in order to keep up with changes in consumer needs. [19] Aleksander Zgrzywa (1998) studied the problem of service waiting time in travel agency service system, obtained the average waiting time of using this system through modeling, and divided the system's work degree into 7 levels, and proposed Some suggestions for improving system performance. [20 ]

A review of domestic tourism service research

Domestic scholars partially refer to foreign research results in tourism service research, make corresponding supplements and inductions, and combine them with our country’s tourism services The actual development of tourism services has made more in-depth explorations than foreign scholars in some aspects. The main contents focus on the following six aspects:

(1) Basic research on tourism services

Mainly Research the concepts, classifications, characteristics and development trends of tourism services. For example, Zhang Guangrui (1999) introduced the international classification method of tourism services, including the classification of tourism-related services by service departments, the subdivision of tourism-related services by the United Nations "Interim Central Product Classification", the Secretariat of the World Trade Organization Council for Trade in Services Classification of tourism-related services according to the World Tourism Organization’s Standard International Classification of Tourism Activities. [21] Zhu Guifeng (1999) divides tourism services into functional services and psychological services from a psychological perspective, and divides tourism services into paid services and unpaid services from a value orientation perspective. [22] Zhuang Zhimin (1999) pointed out eight major cultural trends in the future development of tourism services from the aspects of service marketing, service function, service ontology, service management, service methods, service concepts, service benefits, and service skills training. [23] Zhang Wenjian (2003) gave a relatively systematic explanation of the concepts, characteristics and classification of tourism services in the book "Tourism Service Marketing", which is helpful for us to understand the basic connotation of tourism services from multiple angles and levels.

(2) Research on tourism service quality

Mainly studies the quality standards, satisfaction, standardization issues of tourism services and ways to improve service quality. He Jianmin (1995) introduced the international standards of tourism services from four aspects: attitude, behavioral language, meeting customer needs and guidelines, and put forward suggestions for improving the quality of my country's tourism services in line with international standards. [24] Li Yanbai (1999) proposed the quality standards of tourism services from the perspective of tourists' requirements for tourism services, and pointed out the economic significance of improving the quality of tourism services. [25] Chen Shujun et al. (2003) emphasized the importance of customer satisfaction and gave six major measures to improve tourism service satisfaction. [26] Wang Dawu (1997) systematically discussed the standardization of tourism services in my country, gave five principles for establishing a tourism service quality system, service quality system structure and 20 elements of service quality system operation, and finally discussed standardization The relationship between service and personalized service, and pointed out the advantages of personalized service. [27] Regarding ways to improve tourism service quality, scholars have conducted extensive research using a variety of theories and methods from different perspectives, such as using service blueprint design methods to ensure tourism service quality (Ma Yajun, 2001), [28] from social From a psychological perspective, the social exchange theory method is used to manage tourism service quality (Zou Tongxi, 1995), [29] internal marketing is carried out in enterprises to improve tourism service quality (Jiang Fakui, 1998), etc. [30]

(3) Research on tourism service trade

Like the concern about the quality of tourism services, tourism service trade is also one of the issues that domestic scholars have studied more.

The main content of the research focuses on the relationship between the General Agreement on Trade in Services and tourism service trade (Liu Hua, 2001), [31] Barriers to tourism service trade (Lin Gang, 2003), [32] The development of my country’s international tourism service trade (Jin Wen Fei, 2001; Lin Meiying, 2000; Tian Xizhou, 2003), [33 - 35] The relationship between tourism service trade and culture (Jiang Zhou, 2000), etc. [36]

(4) Research on tourism service skills

Mainly studies the application of non-verbal communication, language arts, induction strategies, body language and other professional skills in tourism from the perspectives of psychology and aesthetics Use it in services to improve the service skills of tourism service personnel (Xu Xiumin, 1998; Liu Dexiu, 2002; Qin Yuanhao, 2000; Deng Fenglian, 1999). [ 37 - 40 ] Xue Qunhui (2000) proposed that the following psychological strategies should be used in the tourism promotion process: perceptual strategies, imitation and suggestion strategies, and emotional and rational strategies. The effectiveness of tourism advertising can be enhanced by utilizing the combination principles of perceptual objects, such as proximity law, blocking law, etc. At the same time, tourism promotion and advertising should pay attention to the subjective factors that affect tourism perception, such as interests, needs, motivations, emotions, expectations, personality and other tourists' personal psychological factors. They should also pay attention to the objective factors that affect tourism perception, such as tourism promotion and advertising information. Its various characteristics, colors, sounds, shapes, the relationship between objects and backgrounds, etc. [41] Lou Xiaohuan (2003) also elaborated on the connotation, function and role of public tourism service awareness, took Zhoushan as an example to analyze the shortcomings of public tourism service awareness, and proposed corresponding strengthening measures. [42 ]

(5) Research on e-tourism services

Wang Xin (2000), based on a detailed analysis of the definition and characteristics of tourism e-commerce, proposed that tourism e-commerce has always had The inherent market barriers in China's tourism market caused by administrative fragmentation have brought revolutionary impacts in terms of time and space, and new market focuses will continue to emerge. [43] Yuan Bin (2000) introduced the functions, advantages and successful application cases of HP's electronic travel service solution - E@Travel, believing that it can help enterprises quickly realize the electronic and networked travel services. Increase business revenue and improve customer satisfaction. [44] Dong Zheng (2001) discussed the necessity, possibility, content and methods of cooperation between business tourism companies and banks in credit card cooperation. [45] Hu Jingchun (2003) studied the convenience brought by the Internet to the teaching of tourism service management major and the online tourism services that students can obtain by using the Internet. [46] Yin Ji (2003) believes that the tourism industry should strengthen the construction of information systems, and tourism enterprises should also enhance information sensitivity and improve the ability to use information to make reasonable decisions; at the same time, all-round marketing should be implemented, including traditional networks and the Internet Through multi-level and multi-method marketing, we will establish an e-commerce system in the industry and create an environment conducive to the healthy development of tourism e-commerce. [47] Yang Luming (2004) believes that e-commerce has the characteristics of wide coverage and low sales cost for tourism consumption, which makes up for the shortcomings of offline tourism that cannot meet the travel service requirements of a large number of retail investors. The low-cost advantage of e-commerce for tourism consumption is largely due to their realization and utilization of economies of scale and scope. E-commerce in tourism consumption will be the main form of consumption in the future, and customized itineraries and self-service prices will also be the main features of future tourism. With the continuous deepening and application of e-commerce, major travel agencies have gradually transformed from simple service centers to multiple identities of related information processing and management centers. This requires that its decision-makers must have advanced management concepts, and the quality of managers must be able to adapt to the needs of information communication, achieve effective integration of e-commerce websites and traditional professional resources of travel agencies, and complete the generation of non-interactive communication as the main information. and fundamental changes in the delivery model, establishing an effective information chain, service chain and value chain with office automation and information management as the core, thereby realizing the multi-polar growth of travel agencies and moving tourism consumption towards e-commerce. [48 ]

(6) Research on tourism service system

There are few domestic studies on tourism service system. Among them, Zou Huiping et al. (1996) discussed the establishment of flexible and rapid response tourism The necessity, feasibility and conception of service system ATSS, [49] Lang Fuping (2002) analyzed the problems and causes of Hangzhou tourism services from the perspective of tourism service quality system, and proposed ways to improve them, [50] Zhao Jie (2002) built a tourism service system TSS based on Browser/Server, and analyzed the functions, characteristics, network structure, software structure and key technologies of the system. [51] Zhang Wenjian (2001, 2003) analyzed tourism and services respectively. The tourism service system model and tourism service delivery system are proposed from two perspectives.

[ 52 ]

Analysis and evaluation

(1) Comparison of domestic and foreign tourism service research

The tourism service research of domestic and foreign scholars is consistent in some aspects gender, but each has its own emphasis. Understanding these similarities and differences is a good guide for us to understand the angle, depth, methods and weaknesses of tourism service research and continue to conduct related research.

The most common hot spots in tourism service research at home and abroad: (1) In terms of research content, basic research on tourism services, tourism service quality and e-tourism services are the most common hot spots for scholars at home and abroad. . However, most of these contents talk about service problems from the perspective of service, and are not macroscopic enough. There are few systematic diagnoses of the defects of the tourism service system or tourism industry from the perspective of service; (2) In terms of research perspectives, attention is paid to other aspects. Analyze tourism service issues from the perspective of disciplines, such as service management, service marketing and psychology; (3) From the perspective of research methods, it mainly applies the theories, perspectives and methods of other disciplines to tourism services, such as foreign scholars Technical means and tools that are suitable for studying the general service industry, such as the Life Satisfaction Scale Model, the SERVQUAL Model, Sirgy's Customer Satisfaction/Dissatisfaction Model, Gronroos's Model of Perceived Service Quality, and the Service Blueprint Method, are usually used directly or after modification. When it comes to studying tourism services, domestic scholars are more likely to propose methods suitable for tourism service research based on reference to management theories and methods. From this point of view, tourism service research has not yet formed its own mature research method system; (4) Judging from the research results, the number of domestic and foreign tourism service-related monographs and papers is not abundant, and the research content has not formed a system. ,The research on tourism services still remains in a sporadic and scattered state, and tourism services are far from forming their own unique, mature and systematic theory.

Differences: (1) From the perspective of research content, foreign countries attach great importance to empirical research on tourism service perception and satisfaction from the perspective of tourists, while China pays more attention to tourism service personnel Customer psychology, customer attitude and customer skills, etc. In addition, tourism service trade is also one of the hot topics studied by domestic scholars, which is consistent with the characteristics of my country's tourism development that pays more attention to economic orientation; (2) From the research perspective, the research perspective of foreign scholars is more comprehensive than that of domestic scholars. It is very broad and involves sociology, anthropology, experience economy and many other aspects. It has a solid theoretical foundation and a rigorous academic attitude; (3) From the perspective of research methods, foreign scholars prefer to choose representative regions, industries or enterprises for case analysis. , attaches great importance to and is good at conducting on-site surveys of tourists and tourism service personnel, focusing on establishing models for mathematical analysis and quantitative analysis, and has various technical methods. The situation in domestic research is the opposite, often using more text descriptions or inferences and less mathematical analysis; (4) From the perspective of the choice of research objects, foreign scholars like to choose a specific industry or field in the tourism industry, while domestic scholars When doing research, they like to focus on the tourism industry in general, and generally do not subdivide tourism services in specific industries in the tourism industry; (5) From the perspective of the availability of research results, foreign scholars focus on specific fields and pay attention to tourists and tourism. The opinions of final consumers and service providers such as service personnel make the suggestions more actionable. In contrast, the countermeasures and suggestions put forward by domestic scholars are more macroscopic than microscopic. This is also the difficulty of tourism service research. How to put theoretical results into practice and bring industrial value is an important issue that troubles scholars.

(2) Issues that need further research in China

The above analysis gives a relatively clear outline of the current status and development trends of tourism service theory research. Compared with the vigorous research abroad, domestic research Tourism service research still needs in-depth exploration in the following four aspects to accelerate the development of my country's tourism service industry.

1. In terms of research content, on the one hand, there is still a need to carry out micro-analysis of tourism services, but the depth and breadth of research need to be strengthened. On the other hand, it is more necessary to use the service concept to strengthen macro analysis from the perspective of serving tourists, and to carry out related research on the tourism service system and tourism service industry from the perspective of promoting the extension of the service chain.

2. In terms of research perspective, on the one hand, the subject perspective should be broader, pay attention to absorbing the strengths of multiple disciplines to study tourism services, and use existing subject knowledge and methods to form its own systematic theory for tourism services Lay the foundation. But at the same time, we must also avoid the phenomenon of not digesting and absorbing theoretical methods and directly eating them alive.

3. In terms of research methods, on the one hand, we should strengthen the investigation and research on the opinions of tourists and tourism service personnel, strive to objectively understand the actual situation, conduct quantitative, qualitative and inferential analysis, and avoid subjective assumptions. On the other hand, it is necessary to grasp the scale of case analysis. Case analysis is necessary, but this analysis is often based on investigations of specific regions, specific industries, and specific people, so it is inevitably particular and lacks universality and regularity.

4. In the application of research results, on the one hand, we must pay attention to the close integration of tourism service theory and tourism industry practice, and establish a tourism service development and application coordination system that combines government, industry, and academia; on the other hand, we must In terms of tourism service content, marketing methods, tourism e-commerce and other areas with convenient application and high practical value, priority should be given to the development of tourism service content, marketing methods, tourism e-commerce and other areas with high practical value to realize the overall value increase of my country's tourism service industry.

As our country gradually transforms from the industrial economy era to the service economy era, the importance of services has become increasingly prominent. As a typical service industry, tourism has higher requirements for service quality, service role and service function. Moreover, after more than 20 years of development of tourism in our country, its growth mode has also changed from extensive to intensive, and from traditional tourism service industry to modern tourism service industry. In this process, how the tourism service industry can provide high-quality, characteristic, and full-service tourism services, keep up with the development of other mature domestic service industries, and integrate with the process of the world's modern tourism service industry is worthy of our close attention and in-depth research. important issues. Author: Hu Xiaochun Feng Xuegang

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