CAJ | 학술논문

服务接触是跨文化旅游交际的核心，是游客满意度构成的重要组成部分。本文以中国导游和美国游客之间的服务接触为例，以心理模型理论为基础，分析了美国游客感知中国导游服务质量的过程。本文认为，游客感知服务质量、形成满意度的过程是一个游客建构心理模型的推理过程。在建构过程中，由于游客的文化定位、价值观、旅游经历、个性特征、认知能力和情绪等诸因素的不同，每个游客所建构的心理模型不尽相同，最终形成的服务质量评价和满意度也不尽相同。
복무접촉시과문화여유교제적핵심，시유객만의도구성적중요조성부분。본문이중국도유화미국유객지간적복무접촉위례，이심리모형이론위기출，분석료미국유객감지중국도유복무질량적과정。본문인위，유객감지복무질량、형성만의도적과정시일개유객건구심리모형적추리과정。재건구과정중，유우유객적문화정위、개치관、여유경력、개성특정、인지능력화정서등제인소적불동，매개유객소건구적심리모형불진상동，최종형성적복무질량평개화만의도야불진상동。
Service encounter, an important component of tourist satisfaction formation, is the core of cross-cultural tourism communication. Taking service encounters between Chinese tour guides and Ameriean tourists as a case in point, this paper applied mental model theory as a ground theory to elaborate the process of American tourists perceiving the service quality of Chinese tour guides. The author believed that tourist service quality perception process is a mental model construction inferring process during that different tourists build different mental models and thus form different service quality evaluation and satisfaction due to various factors such as cultural orientation, personal value, travel experience, personality, cognitive ability and emotions. Therefore the key to success for a tour guide is to offer personalized services with the support of knowledge of different cultures.