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1、游客视角的旅游企业诚信评价体系研究 姚延波 侯平平 南开大学旅游与服务学院 摘 要： 旅游企业诚信缺失问题已成为广受社会关注的焦点问题, 如何构建一个科学的旅游企业诚信评价体系, 成为学界与业界亟须解决的重要问题。文章从游客视角出发, 在系统分析已有定性研究成果的基础上, 提炼出游客视角的旅游企业诚信测量指标, 通过两轮共 908 份一手调查问卷, 采用信度分析、探索性因子分析和二阶验证性因子分析对评价指标体系进行了优化调整与实证检验, 进而形成了基于游客视角的旅游企业诚信评价体系。研究结果表明, 所构建的旅游企业诚信评价体系包含员工诚信、信息宣传合规、品牌信用 3 个维度, 并通过了实证数据
2、的检验。以期为后续的相关研究提供可借鉴的测度量表, 同时也为旅游企业和相关监管部门提供了旅游企业诚信评估依据。关键词： 游客视角; 旅游企业诚信; 评价体系; 测量量表; 作者简介：姚延波 (1966) , 女, 天津人, 教授, 博士生导师, 研究方向为旅游企业管理;E-mail:;作者简介：侯平平 (1989) , 女, 安徽阜阳人, 博士研究生, 研究方向为旅游企业管理, E-mail:。基金：国家社会科学基金项目“我国旅游企业诚信评价体系研究” (12BGL073) Study on Tourism Enterprise Integrity Evaluation System: A T
3、ourists PerspectiveYAO Yanbo HOU Pingping College of Tourism and Service Management, Nankai University; Abstract： The lack of integrity of tourism enterprises has become a focus of social concern. Thus how to build an integrity evaluation system of tourism enterprises is an important issue that need
4、s tobe resolved by academia and industry. In this paper, based on the investigation of tourists, the tourism enterprise integrity evaluation dimensions are constructed and developed.The research combines both qualitative and quantitative methods and adopts a rigorous scale development procedure, whi
5、ch can be used as a reference for future quantitative study on tourism enterprise integrity.Promising measurement items of tourism enterprise integrity are firstly extracted from previous qualitative studies. Then 908 valid tourists questionnaires are collected through a two-stage survey.Based on re
6、liability analysis, exploratory factor analysis and confirmatory factor analysis, we established the measurement scale for tourism enterprise integrity. The evaluation system includes three main factors with twelve items. The three factors are staff credit, information publicity and compliance, bran
7、d integrity. Afterwards, to test the reliability, convergent validity and discriminant validity, a series of one-order and second-order confirmatory factor analysis models are conducted. The results show that the three-dimension measurement scale has good reliability and validity.This study provides
8、 a practical and effective measurement tool for the future empirical research in the field of tourism enterprise integrity as well as tourism practice. In addition, the tourism enterprises integrity evaluation system scale will be also helpful for the government to launch integrity tracking of touri
9、sm enterprises and to carry out the integrity dynamic monitoring for the entire industry.There are several contributions of this paper. Firstly, the integrity evaluation of tourism enterprise dimensions and scale reveals the integrity structure of tourism enterprises from the perspective of tourists
10、, which lays a foundation for further research of the influence factors of tourism enterprises integrity and be of great use for tourism enterprise management. Secondly, this paper selects the important stakeholders of the tourism enterprises, the tourists, as the research object.It broadens the per
11、spective of the tourism enterprises integrity research and provides a new research idea for the future research. Thirdly, the current domestic research on tourism enterprise integrity evaluation system is mostly descriptive, poorly applied and lack of empirical research, especially the research meth
12、od based on qualitative and quantitative evaluation of the tourism enterprise integrity is extremely rare. Fourthly, the research adopts the qualitative research method for the first time to carry on the exploratory research on the tourist enterprises integrity dimension from the angle of the touris
13、ts. It enriches the existing literature on tourism enterprise integrity and contributes to the theoretical development of tourism enterprise management.Keyword： tourists perspective; tourism enterprise integrity; evaluation system; measurement scale; 近年来, 随着旅游经济突飞猛进的发展, 旅游业成为我国国民经济发展的战略性支柱产业, 高速发展带来
14、了巨大经济利益的同时, 负面问题也随之出现。旅游企业诚信缺失就是其中一个重要问题, 且日趋严重。诸如“青岛大虾”和“哈尔滨天价鱼”事件、各地层出不穷的导游强迫购物、辱骂游客事件以及内地游客香港拒绝购物被打死等恶性事件频发。每年的旅游黄金周和各类法定假期后, 各类旅游企业与游客的纠纷事件都会引发媒体和大众的热议, 旅游企业诚信缺失问题已经成为社会各界的关注焦点。旅游企业的不诚信行为不仅损害了游客的合法权益, 极大地动摇了消费者对旅游产品的消费信心和消费热情, 让游客对旅游消费心有余悸, 还严重扰乱了旅游市场秩序, 阻碍了旅游业的健康发展。此外, 旅游企业诚信意识的淡薄, 使得旅游服务质量难以得到
15、保证, 也无法确保旅游者获得良好的旅游体验。同时, 旅游企业的诚信缺失行为还直接损害我国在国际旅游市场上的形象。因此, 如何对旅游企业的诚信进行评价, 保证游客的合法权益, 成为学界与业界亟须解决的重要问题。针对旅游企业诚信问题, 学术界进行了广泛的讨论。目前, 国外发达国家有着良好的“征信体系”, 其对旅游企业诚信评价的专项研究较少。国内学者对旅游企业诚信评价问题的研究虽数量较多, 但是总体上仍停留在起步阶段, 其理论研究严重滞后于现实需求, 难以为有关旅游监管部门和旅游企业的实际操作提供有效支持。因此, 对该问题进行深入研究是必要且迫切的。基于此, 本研究选择从游客视角探究旅游企业诚信行为
16、的内涵, 构建出旅游企业诚信评价体系, 选取了几类与游客有着密切关系的旅游企业旅行社、景区和酒店作为研究对象。并试图寻找 3 类企业涉及诚信的共性问题进行探索。以期理论上为旅游企业和相关监管部门保护旅游者的合法权益提供参考, 为了解游客眼中的旅游企业诚信现状提供基本依据, 方法上为旅游企业诚信的评价提供测量工具。1 文献回顾目前, 国外有关旅游企业诚信的直接研究成果非常少, 这是由于西方发达国家大多未将旅游企业当作特种经营企业, 因而缺乏该领域的专门研究。我国旅游业中的旅游法律法规还不健全, 旅游从业人员的诚信意识还比较淡薄。从而使诚信缺失引发的种种旅游欺诈行为层出不穷, 特别是旅游企业的诚信缺乏导致了一系列的诚信危机, 在社会上引起广泛热议, 并引起旅游学者对旅游企业诚信问题的关注, 形成了相对较为丰富的研究成果。1.1 旅游企业诚信概念学者们从不同视角对旅游企业诚信的概念进行了探讨。在早期的研究中, 刘雷和吴郭泉认为旅游企业作为旅游活动的重要主体, 其企业信用是
