【摘要】：旅游業(yè)作為新興、高增長率的產(chǎn)業(yè)，對國民經(jīng)濟的增長起著不可忽視的作用，而旅行社為旅游者提供包括“吃、住、行、游、購、娛”的一系列服務，滿足了人民群眾的旅游需求，并將旅游業(yè)的各部分有機地結(jié)合起來，給旅游者的出行帶來了極大的方便，可見旅行社在整個旅游業(yè)中起著不可取代的核心作用。但與此同時，不對稱的信息卻充斥著旅行社從廣告宣傳到實地出團的各個環(huán)節(jié)，游客越來越難以體驗到優(yōu)質(zhì)的服務和愉快的旅程。市場失靈不僅使得消費者的利益受到嚴重損害，而且制約了旅行社乃至整個旅游市場的正常發(fā)展。近年來，我國通過制定并頒布旅行社行政法規(guī)及旅行社國內(nèi)旅游服務質(zhì)量要求對旅行社的服務質(zhì)量進行規(guī)制，其目的在于加強對旅行社不規(guī)范行為的管理，確保旅游消費者和旅行社的合法權(quán)益，維護旅行社及旅游市場的正常秩序，從而促進整個旅游業(yè)的健康發(fā)展。本文采用了規(guī)范研究與實證研究相結(jié)合，運用規(guī)制經(jīng)濟理論、博弈分析、信息不對稱理論，對旅行社服務質(zhì)量規(guī)制進行經(jīng)濟學分析，全面深入地闡述了旅行社暴露出的問題以及規(guī)制不當?shù)脑�因，并有針對性的提出了�?guī)制方面的對策，力圖從各個環(huán)節(jié)構(gòu)建旅行社服務質(zhì)量健康的發(fā)展的機制。 本文的主要內(nèi)容包括以下六部分：第一部分是本文的緒論部分，闡述了旅行社服務質(zhì)量規(guī)制的研究背景、研究意義（包括理論意義和現(xiàn)實意義）、研究思路及文章的創(chuàng)新與不足。第二部分是文獻綜述，包括國內(nèi)外對旅行社服務質(zhì)量規(guī)制的研究進展。第三部分介紹了我國旅行社服務質(zhì)量規(guī)制的發(fā)展進程及現(xiàn)狀。第四部分總結(jié)目前規(guī)制部門對旅行社服務質(zhì)量規(guī)制中存在的問題并深入分析了旅行社服務質(zhì)量規(guī)制失靈的原因。第五部分是旅行社服務質(zhì)量規(guī)制的理論基礎(chǔ)與模型分析，闡述了旅行社因信息不對稱而產(chǎn)生的逆向選擇和道德風險，并且通過博弈模型分析了旅行社與規(guī)制部門的決策行動，認為政府應該對旅行社的服務質(zhì)量實施強規(guī)制，并加大旅行社提供劣質(zhì)服務的懲罰成本。第六部分對中國旅行社服務質(zhì)量規(guī)制提出了改革建議。
[Abstract]:Tourism, as a new and high growth industry, plays an important role in the growth of the national economy. Travel agencies provide a series of services for tourists, including "eat, live, travel, buy, entertain". It meets the tourism needs of the people and organically combines the various parts of the tourism industry, which brings great convenience to the travel of tourists. It can be seen that travel agencies play an irreplaceable role in the whole tourism industry. But at the same time, the asymmetric information is full of travel agencies from advertising to field tours, tourists are increasingly difficult to experience quality service and happy journey. Market failure not only seriously damages the interests of consumers, but also restricts the normal development of travel agencies and the whole tourism market. In recent years, our country makes and promulgates the travel agency administrative regulation and the travel agency domestic traveling service quality request carries on the regulation to the travel agency service quality, its purpose is to strengthen to the travel agency nonstandard behavior management. To ensure the legitimate rights and interests of tourism consumers and travel agencies, to maintain the normal order of travel agencies and the tourism market, thereby promoting the healthy development of the tourism industry as a whole. This paper combines normative research with empirical research, applies the theory of regulation economy, game analysis and information asymmetry theory to analyze the regulation of travel agency service quality. This paper comprehensively and deeply expounds the problems exposed by travel agencies and the reasons of improper regulation, and puts forward the countermeasures of regulation in order to construct the mechanism of the healthy development of service quality of travel agencies from various aspects. The main contents of this paper include the following six parts: the first part is the introduction part of this paper, elaborated the research background, research significance (including theoretical significance and practical significance), research ideas and innovation and insufficiency of the article. The second part is the literature review, including the domestic and foreign research progress on the service quality regulation of travel agencies. The third part introduces the development process and present situation of travel agency service quality regulation in China. The fourth part summarizes the problems existing in the regulation of travel agency service quality and analyzes the reasons for the failure of the service quality regulation. The fifth part is the theoretical basis and model analysis of travel agency service quality regulation, expounds the adverse selection and moral hazard of travel agency caused by asymmetric information, and analyzes the decision-making actions of travel agency and regulatory department through game model. The government should regulate the service quality of travel agency and increase the penalty cost of providing inferior service. The sixth part puts forward the reform suggestion to the service quality regulation of China travel agency.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.6

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