TOURQUAL: Proposal of a Protocol For Quality Evaluation on Services at Tourist Attractions

ABSTRACT Tourism has been an important economic activity worldwide in recent years, and the increasing number of tourists and the competition among destinations pressure for the highest quality possible for tourists. The objective of this research is to propose a model to analyze the quality of services at tourist attractions. The first stage consisted of two bibliometric researches being performed, in order to identify the 'state of art' and verify the existing models of quality evaluation. Identified 36 models and 211 indicators of quality. From this initial exploratory research, a preliminary theoretical model was designed which worked with 35 indicators. The second stage collected and analyzed comments left by tourists on TripAdvisor.com. Analyzed 68.301 comments about tourist attractions in eight Brazilian cities, using the software T-LAB and compared with the indicators in the preliminary theoretic model. After of 35 indicators, 23 were maintained, 12 were excluded, and three new theoretic indicators were created, which made it possible to build a model able to be empirically tested. The test was carried out with 476 tourists who evaluated tourist attractions in Florianópolis-Brazil. In the confidence and questionnaire validation test the Alpha Conbranch presented an excellent result of 0.904 confirming the proposed model.

【摘要】近年来，旅游业已成为全球范围内的重要经济活动。游客数量的持续增长与旅游目的地间的激烈竞争，均对旅游服务质量提出了更高要求，以优化游客体验。本研究旨在构建一套旅游景区服务质量分析模型。第一阶段开展两项文献计量研究，以明确当前旅游服务质量评价的研究现状，并梳理现有质量评价模型。本次研究共识别出36类质量评价模型与211项质量评价指标。基于上述探索性初始研究，本研究构建了包含35项指标的初步理论模型。第二阶段收集并分析了游客在猫途鹰（TripAdvisor）平台上留下的评论。研究团队使用T-LAB软件，对巴西8座城市的旅游景区相关的68301条游客评论进行了分析，并与初步理论模型中的评价指标进行比对。经对初始35项指标的筛选，最终保留23项、剔除12项，并新增3项理论指标，由此构建出可开展实证检验的最终模型。本研究以巴西弗洛里亚诺波利斯的旅游景区为评价对象，邀请476名游客参与模型实证测试。在信度与问卷效度检验中，克朗巴哈α信度系数（Cronbach's Alpha）取得了0.904的优异结果，验证了本研究提出的模型的有效性。