I 摘要 伴随着长江旅游市场快速增长，各游轮公司竞争愈发激烈，同时受到 2020 年全球新型肺炎疫情影响，游轮旅游呈现停滞休整状态。长江涉外游轮企业 21 家，各类游船 85 艘，其中涉外豪华游轮 34 艘，全年可提供 80 万个床位。提升 服务质量是 HJ 游轮公司从众多长江游轮公司中保持竞争力，获得较好市场口碑 的制胜法宝，是在市场低迷状态中找到品牌影响力持续提升和经营收入持续提 升的关键要素。 本文以 HJ 游轮公司为对象进行研究，针对服务质量存在诸多问题，提出解 决方案。笔者通过梳理和分析相关文献，发现对于游轮企业服务质量评价、服 务质量提升策略研究上极少。鉴于此，本文拟结合 HJ 游轮公司经营管理中服务 质量打分和宾客意见表反馈，梳理 HJ 游轮服务质量的现状，通过综合考虑旅游 企业“吃、住、行、游、娱、购”六要素以及酒店服务质量要素，在 AHP-FCE （层次分析法—模糊综合评价）模型的基础上，构建 HJ 游轮公司服务质量评价 模型，并提出服务质量提升办法。 在 HJ 游轮服务质量评价模型构建过程中：第一，指标设定是根据旅游质量 蛛网理论，整合旅游六要素和酒店服务质量相关理论，结合 HJ 游轮实际运营情 况设定的。第二，本文将 HJ 游轮公司服务质量评价模型的指标设定为 3 个级层 的指标：一级为服务质量；二级为设施、员工、卫生、餐食等 8 项指标；三级 围绕 8 大指标细化的基本住宿设施、娱乐休闲设施等 26 项指标。第三，该模型 选择 AHP 层次分析法，通过对长江游轮行业内 8 位从业经验丰富的专业人士调 查，并辅以 SPSSAU 软件对相关数据进行处理，确定指标权重。第四，为了消 除游客满意度的测量中期望带来的不确定性，模型选取模 FCE 模糊综合评价法 直接对游客的游后满意度进行测评。据此测评结果显示，游客对于 HJ 游轮公司 游轮服务质量满意度介于一般与较满意之间，距离优质服务仍有差距。最后， 本文再结合 HJ 游轮服务质量现状，针对模型中的“员工”“餐食”、“价格”、 “设施”四个指标提出服务质量提升措施。 关键词：旅游六要素；酒店服务质量；AHP 层次分析；FCE 模糊综合评Abstract II Abstract With the rapid growth of the Yangtze River tourism market, the competition among cruise companies has become increasingly fierce. At the same time, affected by the global new pneumonia epidemic in 2020, cruise tourism has stagnated. There are 21 foreign-related cruise companies in the Yangtze River, including 85 cruise ships of various types, including 34 foreign-related luxury cruise ships, which can provide 800,000 beds throughout the year. The improvement of service quality is the key for HJ cruise lines to maintain competitiveness among many Yangtze River cruise lines and gain good market reputation. It is also the key factor for HJ cruise lines to find the continuous improvement of brand influence and operating income in the market downturn. This paper takes HJ cruise line as the object to study, and proposes solutions to many problems existing in service quality. The paper finds that some researches exist about service quality improvement strategies of cruise enterprises. In view of this, the paper combines HJ cruise company operation and management of service quality ratings and guest feedback sheet, combing the status quo of HJ cruise service quality, through the consideration of tourism enterprises "eating, living, transportation, tour, entertainment, shopping," six elements and hotel service quality, the AHP and FCE (analytic hierarchy process (AHP), fuzzy comprehensive evaluation) model, on the basis of HJ cruise company service quality evaluation model was constructed, and service quality improvement measures are put forward. First, the index setting is based on the tourism quality cobweb theory, the integration of six tourism elements and hotel service quality theory, and the actual operation of HJ cruise ship. Second, this paper sets the indicators of HJ cruise line service quality evaluation model as three levels: one is service quality; The second level includes 8 indicators, such as facilities, staff, hygiene and meals. The three levels include 26 indicators such as basic accommodation facilities, entertainment and leisure facilities and so on. Thirdly, AHP analytic hierarchy process (AHP) is selected for this model. This model surveys 8 experienced professionals in the Yangtze RiverAbstract III cruise industry, and is supplemented by SPSSAU software to process relevant data to determine the index weight. Fourthly, in order to eliminate the uncertainty caused by expectation in the measurement of tourist satisfaction, the model chooses the fuzzy comprehensive evaluation method of mode FCE to directly evaluate the post-tour satisfaction of tourists. According to the evaluation results, tourists' satisfaction with the cruise service quality of HJ Cruise Lines is between average and relatively satisfactory, and there is still a gap between the quality service and the quality service. Finally, combined with the status quo of HJ cruise service quality, this paper proposes measures to improve service quality according to the four indicators in the model, namely "staff", "meal", "price" and "facility". Key words:Six elements of tourism；Hotel service quality；AHP hierarchy analysis； FCE fuzzy comprehensive evaluation目 录 IV 目 录 第一章 绪论……………………………………………………………1 第一节 研究背景及研究意义……………………………………………………1 一、研究背景………………………………………………………………………………1 二、研究意义………………………………………………………………………………2 第二节 国内外研究综述…………………………………………………………3 一、国外文献综述…………………………………………………………………………3 二、国内文献综述…………………………………………………………………………4 第三节 研究方法和技术路线……………………………………………………6 一、研究方法………………………………………………………………………………6 二、技术路线………………………………………………………………………………7 第二章 相关概念和理论………………………………………………8 第一节 服务质量及相关理论……………………………………………………8 一、服务质量………………………………………………………………………………8 二、旅游服务质量…………………………………………………………………………8 三、游客满意度……………………………………………………………………………10 第二节 服务质量模型构建及相关理论…………………………………………11 一、服务质量评价视角……………………………………………………………………11 二、服务质量评价维度……………………………………………………………11 三、服务质量评价主要方法………………………………………………………12 第三章 HJ 游轮公司服务质量现状…………………………………18 第一节 HJ 游轮公司概况…………………………………………………… 18 一、HJ 游轮公司简介………………………………………………………… 18 二、HJ 游轮公司管理模式…………………………………………………… 19 三、HJ 游轮公司人力资源构成……………………………………………… 20 第二节 HJ 游轮公司服务质量现状……………………………………………22 一、服务质量调查方法……………………………………………………… 22 二、服务质量调查方法分析………………………………………………… 26目 录 V 第三节 HJ 游轮公司服务质量存在问题………………………………………27 一、员工综合素质偏低……………………………………………………… 27 二、前厅服务质量…………………………………………………………… 28 三、客房服务质量…………………………………………………………… 29 三、餐饮服务质量…………………………………………………………… 30 第四章 HJ 游轮公司服务质量评价模型构建………………………32 第一节 模型构建思路…………………………………………………………32 一、构建的思路……………………………………………………………… 32 二、构建的意义……………………………………………………………… 32 三、酒店服务质量和旅游六要素理论的应用……………………………………32 第二节 模型构建原则…………………………………………………………34 一、管理流程规范化………………………………………………………… 34 二、资源利用最大化………………………………………………………… 34 三、测量因子全面化………………………………………………………… 34 四、实际运用简单化………………………………………………………… 34 第三节 模型构建步骤…………………………………………………………35 一、指标选取与确定………………………………………………………… 35 二、层次结构法（AHP）确定指标权重……………