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Research on Tour Guide Service Quality Perception of Tourists to Yunnan Province
Shen Yang / Xie Chaowu
Journal of Beijing International Studies Universit, 2015, 37(11): 32-.
After the implementation of the Tourism Law, malignant tour guide events made a comeback and continued despite repeated prohibitions. Based on Ctrip data source, this paper collects 636 tourists’ comments on package tour products of Yunnan province during October 1,2013 to March 1,2015.By using qualitative analysis based on the Grounded Theory, which includes open coding, axial coding and selective coding, this paper structures tour guide service quality perception dimensions. Secondly, by using optimal scaling analysis, this paper points out the perception of tour guide service quality in the online package tour products from tourists travel to tourism element places of Yunnan province with measures to optimize the tour guide service quality in Yunnan province.
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10 articles
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