CAJ | 학술논문

旅游服务质量感知评价是影响旅游者消费行为的关键因素，利用《中国国内旅游者抽样调查资料》（1997年－2007年）、《旅游抽样调查资料》（2008年－2010年）的基础数据和研究者的调查资料，定量分析城镇居民对国内旅游服务质量的感知评价，结果发现：城镇居民对国内旅游服务质量的认可度非常高，且赞许性评价逐年提高，但对食住行游购娱等旅游要素服务质量的感知评价存在明显差距。城镇居民的年龄、受教育程度、家庭月收入水平、职业背景、出游目的等个体特征对旅游服务质量评价有一定程度的影响，而人均旅游花费水平和旅游环境的持续优化对旅游服务质量感知评价具有显著影响。
여유복무질량감지평개시영향여유자소비행위적관건인소，이용《중국국내여유자추양조사자료》（1997년－2007년）、《여유추양조사자료》（2008년－2010년）적기출수거화연구자적조사자료，정량분석성진거민대국내여유복무질량적감지평개，결과발현：성진거민대국내여유복무질량적인가도비상고，차찬허성평개축년제고，단대식주행유구오등여유요소복무질량적감지평개존재명현차거。성진거민적년령、수교육정도、가정월수입수평、직업배경、출유목적등개체특정대여유복무질량평개유일정정도적영향，이인균여유화비수평화여유배경적지속우화대여유복무질량감지평개구유현저영향。
Tourism service quality evaluation is a pivotal factor which influences tourists'consumer behav‐ior .This paper uses the basic data in The Sampling Survey Data of Chinese Domestic Tourism (1997 -2007) and The Sampling Survey Datum of Chinese Tourism (2008-2010) ,and the authors'own investi‐gation to quantitatively analyze domestic tourism service quality perception of urban residents .The result indicates that urban residents'acceptance degree to domestic tourism service quality is very high and their laudatory evaluation is increasing year by year ,but obvious gaps exist in quality evaluation of catering ,ac‐commodation ,traffic ,tour guide ,scenic spots ,shopping and entertainment services .The individual char‐acteristics of the urban residents in their age ,educational background ,family income level ,occupation and tourism motivation have considerable influence on their evaluation of tourism service quality ,and their per‐capita tourism expenditure and continual improvement of tourism environment have significant influence .