游客视角的旅游企业诚信评价体系研究

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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份一手调査问卷，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。研宄结果表明，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，并通过了实证数据的检验。以期为后续

2、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;基金：国家社会科学基金项0“我国旅游企业诚信评价体系研究”（12BGL073）StudyonTourismEnterpriseIntegrityEvaluationSystem:ATourists'PerspectiveYAOYanboHOUPingpingCollegeofTourismandServiceManagement,NankaiUniversity;Abstract：Thelackofintegrityoftour

3、ismenterpriseshasbecomeafocusofsocialconcern.Thushowtobuildanintegrityevaluationsystemoftourismenterprisesisanimportantissuethatneedstoberesolvedbyacademiaandindustry.Inthispaper,basedontheinvestigationoftourists,thetourismenterpriseintegrityevaluationdimensionsarcconstructedanddevelope

4、d.Theresearchcombinesbothqualitativeandquantitativemethodsandadoptsarigorousscaledevelopmentprocedure,whichcanbeusedasareferenceforfuturequantitativestudyontourismenterpriseintegrity.Promisingmeasurementiternsoftourismenterpriseintegrityarefirstlyextractedfrompreviousqualitativestudies.

5、Then908validtourists’questionnairesarecollectedthroughatwo-stagesurvey.Basedonreliabilityanalysis，exploratoryfactoranalysisandconfirmatoryfactoranalysis,weestablishedthemeasurementscalefortourismenterpriseintegrity.Theevaluationsystemincludesthreemainfactorswithtwelveitems.Thethreefacto

6、rsarestaffcredit，informationpublicityandcompliance,brandintegrity.Afterwards,totestthereliability,convergentvalidityanddiscriminantvalidity,aseriesofone-orderandsecond-orderconfirmatoryfactoranalysismodelsareconducted.Theresultsshowthatthethree_dimensionmeasurementscalehasgoodreliabilit

7、yandvalidity.Thisstudyprovidesapracticalandeffectivemeasurementtoolforthefutureempiricalresearchinthefieldoftourismenterpriseintegrityaswellastourismpractice.Inaddition,thetourismenterprisesintegrityevaluationsystemscalewillbealsohelpfulforthegovernmenttolaunchintegritytracking