CAJ | 학술논문

在文献研究的基础上，本文提出导游服务质量、游客对导游的满意感和信任感会影响游客行为意向的假设，并在广州市的旅行社对327名旅客进行了问卷调查，对假设进行检验。分析结果表明：游客对导游的信任感是影响游客行为意向的重要因素；导游的服务质量、游客对导游的满意感也会影响游客的行为意向。本文认为，旅行社应加强导游服务质量的管理工作，培养导游的服务意识，提高导游的服务技能，增强游客对导游的信任感和满意感，以便赢得游客有利的口头宣传。
재문헌연구적기출상，본문제출도유복무질량、유객대도유적만의감화신임감회영향유객행위의향적가설，병재엄주시적여행사대327명여객진행료문권조사，대가설진행검험。분석결과표명：유객대도유적신임감시영향유객행위의향적중요인소；도유적복무질량、유객대도유적만의감야회영향유객적행위의향。본문인위，여행사응가강도유복무질량적관리공작，배양도유적복무의식，제고도유적복무기능，증강유객대도유적신임감화만의감，이편영득유객유리적구두선전。
Based on a literature review, the authors proposed a hypothesis that both tour guides＇ service quality and tourists＇ satisfaction with and trust on tour guides have impact on tourists＇ behavioral intentions. This hypothesis was tested on 327 travelers with travel agencies in Guangzhou through a questionnaire survey. The result of the survey shows that tour guides＇ service quality, tourists＇ satisfaction with and trust on tour guides have impacts on travelers＇ behavioral intentions, and that tourists＇ trust on tour guides is the essential influential factor. The authors believe that travel agencies should pay more attentions to managing tour guides＇ service quality, nurturing their awareness of service, improving their service skills and enhancing travelers＇ satisfaction with and trust on tour guides to win their word of mouth.