基于顧客滿意度的景區(qū)家庭旅館營銷策略研究——以陽朔縣為例.pdf

1、桂林理工大學(xué)碩士學(xué)位論文基于顧客滿意度的景區(qū)家庭旅館營銷策略研究——以陽朔縣為例姓名：蔡璐申請學(xué)位級別：碩士專業(yè)：旅游管理指導(dǎo)教師：崔巖20100401AbstractFamilyinninitialstemfromEngland，ScenicfamilyinnindustryisverydevelopedinEngland，reference，about40％onenighttouristsallliveinfamilyian，als

2、otakeshapetheworldstandardB&B，besidesouthandnorth，B&Ballhavecompleteequipmentsandhighqualityservice，collectfeesstandardisthebasesame，alsovariousareasbreakfastsvarietiesandqualitiesalltakeshapestandardRecentyears，familyin

3、nindustrydevelopveryripeinEuropeandAmerica，andretainstrongrising，forexampleAmerica，England，F(xiàn)rance，Canada，andSOonManyfamilyinnshavetakenshapenetworking，information，mediumpromote，scheduleareallveryconvinceThesecountriesfam

4、ilyinnsarenotonlyquicklyriseinamountandalsobusinessfotTll，marketingandcustomerserviceallhavehighimprovementThereisanothertomatchit，tourismindustryiSverydevelopedinAsianCountries，familyianalsohavefixedscalesandreveaIgoodd

5、evelopmentWiththehighlyspeedydevelopmentofChina’Stourism，familyinnisbecomingmoreandmorepopularinScenicToireprovecustomersatisfactioninscenicfamilyinnforresearchpurposes，asYangShuoCountyfamilyinnastheresearchobject，putfor

6、wardthecorrespondingpointofviewonthefamilyinnmarketingmodelsandmarketingstrategiesInthispaperthroughtherelevantliteraturestudyandempiricalstudyexploringrelatethe23indicatorsincludingtheoutsidewholearchitecturestyleofthes

7、cenicfamilyian，thenaturalbeautyandgeographicalandculturalcharacteristicssurroundingthefamilyinil，thelocation。andSOonwithcustomeroverallenjoymentdegree，customercomplaintdegree，customerloyaltydegree；studywhetherhavingtheex

8、istenceofdifferencesonthecustomeroverallenioymentdegreeforthefamilyinn，accordingtocustomergendermaritalstatus，salarylevel，age，educationallevel，travellingdifferentattributes；studywhetherhavingtheexistencecorrelationamongc

9、ustomerloyaltydegree，customercomplaintdegree，customeroverallenjoymentdegree。accordingthemergerofthebreakdownofthe23indicators：studywhetherhavingtheexistenceoflinearregressionwiththecustomeroverallenjoymentdegreeStatistic

10、alapproachuseSPSSl70software，includingreliabilityanalysis，validityanalysis，factoranalysis，independentsamplesTtest，correlationanalysisandmultiplelinearregressionanalysisTheresultsconfirmthattheexistenceofthesatisfactiondi

11、fferencesamongindicatorswhenthetouristshavingthedifferentattributes：theexistenceoftherelevantrelationshipswiththeoverallenjoymentdegree，complaintdegree，loyaltydegreeamongindicators：theexistenceofthelinearregressionbetwee

12、nafterthemergeindicatorsandoverallenioymentdegreeAccordingtoempiricalanalysisandtheoreticalsynthesistheestablishmentofscenicfamilyinnmarketingmodel，improvingcustomersatisfactioniStheeffectwayconcludingtheappropriatemarke