【摘要】：隨著我國經(jīng)濟的迅速發(fā)展和人民生活水平的不斷提高,國民休閑度假時間相應增加,自助旅游進入了快速發(fā)展時期。旅游自選超市應運而生,這個企業(yè)的主要功能是把旅游資源整合到一個平臺上,供旅游者自由選擇,讓“吃住行游購娛”在這個平臺上都能妥善解決。然而,公眾、企業(yè)和政府都寄予厚望的旅游自選超市在各地出現(xiàn)發(fā)展不平衡和知名度、使用率比較低的問題,導致其運營困難和對社會資源的浪費。建立和完善科學合理的旅游自選超市評價體系成為解決問題的關鍵。在研究中外文獻和旅游自選超市現(xiàn)狀的基礎上,筆者發(fā)現(xiàn)戰(zhàn)略地圖理論一直廣泛應用于企業(yè)績效評價中,其財務、客戶、內(nèi)部流程和學習成長的四個層面對于旅游自選超市建立評價指標體系有建設性的指導意義。運用戰(zhàn)略地圖理論的四個層面和其顆粒層確定影響旅游自選超市評價的相關因素作為綜合指標,然后通過文獻檢索、專家訪談和實地調(diào)研的方法得到綜合指標下的子指標。最后,運用因子分析法驗證指標體系,對戰(zhàn)略地圖理論進行適應性調(diào)整；運用層次分析法得到指標權重,最終確定評價旅游自選超市的指標體系,以期科學評價其優(yōu)劣,合理優(yōu)化資源配置。 在初始指標的基礎上,設計和發(fā)放了調(diào)查問卷,進行指標體系的實證研究。所有數(shù)據(jù)利用SPSS16.0軟件進行因子分析后再進行層次分析,得到的主要結論有：根據(jù)修正的戰(zhàn)略地圖理論設計的旅游自選超市評價體系共有五個層面24個指標,五個層面分別是財務層面、客戶層面、內(nèi)部運營層面、企業(yè)成長及軟實力層面和人才技術層面；在層面權重的確定上,客戶層面對評價旅游自選超市貢獻率最大為40%,財務、內(nèi)部運營層面為20%,企業(yè)成長及軟實力層面、人才技術層面分別為10%;層面權重和子指標權重結合得出最終評價指標權重,得到了評價旅游自選超市的指標體系。
[Abstract]:With the rapid economic development and the continuous improvement of people's living standards, the national leisure vacation time increases correspondingly, and self-service tourism has entered a period of rapid development. However, the problem of unbalanced development and popularity and low utilization rate of the tourist supermarkets, which the public, enterprises and the government have placed great expectations on, has emerged in various places, resulting in difficulties in operation and waste of social resources. The establishment and improvement of a scientific and reasonable evaluation system for the tourist supermarkets has become a solution. On the basis of the research of Chinese and foreign literatures and the present situation of tourist supermarkets, the author finds that the strategic map theory has been widely used in the performance evaluation of enterprises. The four levels of finance, customers, internal processes and learning growth have constructive guiding significance for the establishment of evaluation index system of tourist supermarkets. Four levels of map theory and its granular layer determine the relevant factors affecting the evaluation of tourism supermarkets as comprehensive indicators, and then through literature retrieval, expert interviews and field research methods to get the sub-indicators under the comprehensive indicators. In order to evaluate the advantages and disadvantages of tourism supermarket scientifically and optimize the allocation of resources reasonably, the index weight is obtained by using the analytic hierarchy process.
On the basis of the initial indicators, a questionnaire was designed and distributed to conduct an empirical study of the index system. All the data were analyzed by factor analysis with SPSS16.0 software. The main conclusions were as follows: The evaluation system of tourism supermarkets designed according to the revised strategic map theory has five levels and 24 indicators. Five levels are financial level, customer level, internal operation level, enterprise growth and soft power level and personnel technology level; in the determination of the weight of the level, the maximum contribution rate of customer level to the evaluation of tourism supermarkets is 40%, finance, internal operation level is 20%, enterprise growth and soft power level, personnel technology level is respectively. The final evaluation index weight is obtained by combining the layer weight with the sub-index weight, and the index system for evaluating the tourism supermarket is obtained.
【學位授予單位】：江南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592

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