CN104851060A - Construction and calculation method of tourist satisfaction index - Google Patents

Abstract

The present invention relates to the field of data research and calculation technology and specifically disclosed a construction and calculation method of a tourist satisfaction index. The method comprises four levels, the first level is a domestic, entry and exit tourist satisfaction index, the second level is a latent variable, the third level is the measurement variable of the latent variable, and the four level is the evaluation index for the measurement variables of tourism traffic, tourism catering and tourism accommodation. A model path diagram is constructed according to the relation between structural variables, a linear structural equation is set, the model estimation is carried out, and the tourist satisfaction index is calculated. According to the method, a technical support and a data source are provided for quantitative and qualitative tourist satisfaction research, a basis is provided for making regulatory policy by the government, companies are helped to improve product quality, and the improvement of tourism service quality, the regulation of tourism market order and the promotion of China tourism enterprise development are facilitated.

Description

The structure of tourism visitor Satisfaction Index and measuring method

Technical field

The present invention relates to data investigation and measuring and calculating technical field, particularly relate to structure and the measuring method of the Tourist satisfaction index of tourist industry.

Background technology

Out on tours vacation has become the new paragon of people's amusement now, people enjoy tourism and leisure bring happy while also often can run into infringement consumers' rights and interests event, such as: price deception, contractual fraud, stealthy consumption, Travel Agency Service are behaved badly, not thorough phenomenon is there is in businessman, tourist attraction to the consideration that visitor serves, as: parking stall arrange unreasonable, scenic spot visit sequence design is improper and thoughtless for special visitor colony, these, capital affects the consumption enthusiasm of consumer, and impacts similar consumption again; The national tourism and leisure quality assurance system of China also imperfection, needs to improve and improve.

How can serve visitor better, to increase tertiary industry income, improve tertiary industry service quality, contradiction between parsing industry; So tourism satisfaction this noun also appears at everybody visual field gradually.

Customer satisfaction is defined as by world market authoritative section Teller: client organizes to one all over products provided, and what comprise service, activity, situation, process etc. can compare the rear impression state formed by perceived effect with its expectation value.

Tourist satisfaction is the valid metric of tourist demand realization degree.With traditional macro-performance indicator, satisfaction more lays particular emphasis on from quality aspect to reflect Economic Status, be one of tolerance and the efficiency index evaluating the quality of economic operation, it can provide foundation for government formulate policy of regulation and control, contributes to enterprise and improves product quality; For Industry regulatory bodies, set up the Tourist satisfaction investigation based on third party's assessment, be conducive to the transition realizing management system.

Structure Tourist satisfaction composite index that is multi-level, various ways is an initiative job, especially traditional Satisfaction Index structural model is combined with various modern research methods such as blog organon, Interview Methods, integrated application is studied in Tourist satisfaction, come more objectively to react market situation, more deep parsing industry contradiction, by significant.

How by the evaluation model of science, with Tourist satisfaction investigation for entry, set up the Tourist satisfaction index system of monitoring three aspects based on market questionnaire investigation, network research, Industry regulatory bodies, form the tourist market social supervision mechanism based on visitor, Industry regulatory bodies, the third-party institution, try hard to " improve service quality in tourism; specification tourist market order with this, promote travel in China enterprise development ", and provide support transition for the government function of the new period.

Tourist satisfaction is the coefficient result of polytropic relation, is the embodiment of entire society's public service system level, the sign of Tourism Economy running quality especially, the objective not and science of the Satisfaction Index obtained by means of only visitor's questionnaire investigation.Survey is subject to the impact of investigation process (especially sample mode, sample size, sample quota etc.), unstable result on the one hand.The problem of investigation reflection is comparatively unilateral and macroscopical on the other hand, can not really reflect industrial level Problems existing, administrative authority can not accurate assurance market situation, cannot implement effective administrate affairs of the utilization and requisition of land plan and guide, and is unfavorable for fundamentally solving and improves and promote profession service level and business performance.Therefore, the target of service enterprise be realized, just need to improve existing satisfaction investigation and evaluation method or supplement.Also there is no solution effectively at present.

Summary of the invention

Technical matters solved by the invention develops a kind of structure and measuring method of tourism visitor Satisfaction Index, be intended to the evaluation model by science, with Tourist satisfaction investigation for entry, set up based on market questionnaire investigation, network research, Industry regulatory bodies monitors the Tourist satisfaction index system of three aspects, formed with visitor, Industry regulatory bodies, the third-party institution is the tourist market social supervision mechanism of main body, try hard to improve service quality in tourism with this, specification tourist market order, promote travel in China enterprise development, and for the new period government function transition provide support.

In order to solve the problems of the technologies described above, the invention provides a kind of structure and measuring method of tourism visitor Satisfaction Index, comprising four levels:

First level be domestic, immigration and outbound tourist's satisfaction index; Second level is latent variable; Third layer time is the measurand of latent variable; 4th level is the evaluation index arranged the measurand of tourist communications, tourist catering and tourist lodging.

Preferably, described latent variable comprises: Tourist Destination Image, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint and tourist loyalty.

More preferably, described Tourist Destination Image, described visitor expection, described tourists' image quality and described tourists' image are worth as input variable, and described Tourist satisfaction, described visitor complaint and described tourist loyalty are outcome variable.

More preferably, described prerequisite variable determines described outcome variable, and wherein, tourists' image quality, tourists' image are worth between Tourist satisfaction in positive correlationship; Tourist Destination Image, between visitor's expection and Tourist satisfaction in negative correlationship;

There is correlativity between described prerequisite variable, Tourist Destination Image and visitor expect, there is positive correlationship between tourists' image quality, tourist loyalty, and visitor's expection and tourists' image quality, tourists' image exist negative correlationship between being worth;

There is correlativity between described outcome variable, Tourist satisfaction and visitor complain in negative correlationship, are positive correlationship with tourist loyalty; In negative correlationship between visitor's complaint and tourist loyalty.

More preferably, the measuring method of tourism visitor Satisfaction Index, comprising:

1. model latus rectum figure is built according to the relation between structure variable;

2. by model specification one group of linear structural equation, wherein, the mathematical form of structural model is :=B η+Γ ξ+ζ,

Tourist Destination Image variable is exogenous variable, represented by ξ, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint, tourist loyalty are endogenous variables, represented by η, B, Γ are respectively the construction coefficient matrix of η and ξ, and ζ is the error vector of structure variable model;

The mathematical form of measurand model is: x=Λ _xξ+δ,

y＝Λ _yη+ε,

X, y are respectively raw observation vector variable in external observational variable vector sum, Λ _x, Λ _yrespectively represent x to ξ's and y to the regression coefficient matrix of η, that is, matrix of loadings;

3. model is estimated, is divided into two kinds of estimation techniques, and a kind of is analysis of covariance structures method based on maximal possibility estimation, and comprise LISREL method, another kind is the method for analysis of variance based on partial least squares regression, comprises PLS method; Preferred version is set up for adopting PLS technology, and the Tourist satisfaction PLS model of foundation is by offset minimum binary soft sim CA-P process;

4. calculate Tourist satisfaction index, set up the criterion calculation formula of Tourist satisfaction index according to Customer Satisfaction Index theory:

$\mathrm{TSI}=\frac{E\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}{\mathrm{Max}\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}\×100,$

Wherein, η is latent variable Tourist satisfaction, the expectation score that E [η] is Tourist satisfaction, Min [η] and Max [η] is respectively minimum score and the top score of Tourist satisfaction, and the computing formula of described minimum score, top score and expectation score is respectively:

$\mathrm{Min}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Min}\left\{y_i\right\}$

$\mathrm{Max}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Max}\left\{y_i\right\}$

$E\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_{i}E\left\{y_i\right\}$

Wherein, y _ithat the measurement of Tourist satisfaction shows variable, w _ibe the weight that each aobvious variable is corresponding, k is the number that satisfaction shows variable.

The main scope of application (including but not limited to this) of the present invention: (1) domestic to China, immigration, the team of overseas trip, the travel service satisfaction of individual traveler research; (2) visitor is to the service experience of the food, shelter of travelling, row, each link of sightseeing, shopping and entertainment; (3) polytropic relation such as Tourist satisfaction and each service link, public service system, enterprise's attitude is studied.

Wherein, described LISREL (LInear Structural RELations) is that structural equation model (Structural Equation Modeling) the software .LISREL developed by K.G.Joreskog & D.Sorbom is acknowledged as the most professional equation of structure module (Structural Equation Modeling, be called for short SEM) analysis tool, its authority does not allow other similar software to replace.

Wherein, described PLS is partial least square method, is a kind of mathematical optimization techniques, and it finds the optimal function of one group of data to mate by the quadratic sum of minimum error.Try to achieve some absolute unknowable true value by the simplest method, and make square-error sum be minimum.Be generally used for curve.Much other optimization problem is also expressed by minimization of energy or maximization entropy least squares formalism.

Wherein, described soft sim CA-P is the mathematical statistics analysis software calculating partial least square method, the UMETRICS company created for Wood and his co-workers developed in 1987, the data analysis software run under windows, explained in order to the calculating and result supporting partial least squares regression.

The present invention compared with prior art, has following beneficial effect:

The present invention is that the research of quantitative and qualitative Tourist satisfaction provides technical support and Data Source, for government formulate policy of regulation and control provides foundation, contributes to enterprise and improves product quality; For Industry regulatory bodies, set up the Tourist satisfaction investigation based on third party's assessment, be conducive to the transition realizing management system.The present invention contributes to improving service quality in tourism, specification tourist market order, promoting travel in China enterprise development, for the government function of the new period provides support transition.

Accompanying drawing explanation

The model latus rectum figure that the structure variable that what Fig. 1 was exemplary show in tourism visitor Satisfaction Index builds;

What Fig. 2 was exemplary shows domestic tourist's Satisfaction Index structural model latus rectum figure;

The latus rectum figure of what Fig. 3 was exemplary show outbound tourist's Satisfaction Index structural model;

The latus rectum figure of what Fig. 4 was exemplary show tourist to China Satisfaction Index structural model.

Embodiment

Technical matters solved for a better understanding of the present invention, the technical scheme provided, below in conjunction with drawings and Examples, be further elaborated to the present invention.Specific embodiment described herein only in order to explain enforcement of the present invention, but is not intended to limit the present invention.

In a preferred embodiment, the present invention includes four levels:

First level be domestic, immigration and outbound tourist's satisfaction index; Second level is latent variable; Third layer time is the measurand of latent variable; 4th level is the evaluation index arranged the measurand of tourist communications, tourist catering, tourist lodging.

In the embodiment be more preferably, described latent variable comprises: Tourist Destination Image, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint and tourist loyalty.

In the embodiment be more preferably, described Tourist Destination Image, described visitor expection, described tourists' image quality and described tourists' image are worth as input variable, and described Tourist satisfaction, described visitor complaint and described tourist loyalty are outcome variable.

In the embodiment be more preferably, described prerequisite variable determines described outcome variable, and wherein, tourists' image quality, tourists' image are worth between Tourist satisfaction in positive correlationship; Tourist Destination Image, between visitor's expection and Tourist satisfaction in negative correlationship;

There is correlativity between described prerequisite variable, Tourist Destination Image and visitor expect, there is positive correlationship between tourists' image quality, tourist loyalty, and visitor's expection and tourists' image quality, tourists' image exist negative correlationship between being worth;

There is correlativity between described outcome variable, Tourist satisfaction and visitor complain in negative correlationship, are positive correlationship with tourist loyalty; In negative correlationship between visitor's complaint and tourist loyalty.

In the embodiment be more preferably, the measuring method of tourism visitor Satisfaction Index, comprising:

1. model latus rectum figure is built according to the relation between structure variable, as shown in Figure 1;

2. by model specification one group of linear structural equation, wherein, the mathematical form of structural model is :=B η+Γ ξ+ζ,

Tourist Destination Image variable is exogenous variable, represented by ξ, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint, tourist loyalty are endogenous variables, represented by η, B, Γ are respectively the construction coefficient matrix of η and ξ, and ζ is the error vector of structure variable model;

The mathematical form of measurand model is: x=Λ _xξ+δ,

y＝Λ _yη+ε,

X, y are respectively raw observation vector variable in external observational variable vector sum, Λ _x, Λ _yrespectively represent x to ξ's and y to the regression coefficient matrix of η, that is, matrix of loadings;

3. model is estimated, is divided into two kinds of estimation techniques, and a kind of is analysis of covariance structures method based on maximal possibility estimation, and comprise LISREL method, another kind is the method for analysis of variance based on partial least squares regression, comprises PLS method; Preferred version is set up for adopting PLS technology, and the Tourist satisfaction PLS model of foundation is by offset minimum binary soft sim CA-P process;

4. calculate Tourist satisfaction index, set up the criterion calculation formula of Tourist satisfaction index according to Customer Satisfaction Index theory:

$\mathrm{TSI}=\frac{E\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}{\mathrm{Max}\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}\×100,$

Wherein, η is latent variable Tourist satisfaction, the expectation score that E [η] is Tourist satisfaction, Min [η] and Max [η] is respectively minimum score and the top score of Tourist satisfaction, and the computing formula of described minimum score, top score and expectation score is respectively:

$\mathrm{Min}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Min}\left\{y_i\right\}$

$\mathrm{Max}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Max}\left\{y_i\right\}$

$E\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_{i}E\left\{y_i\right\}$

Wherein, y _ithat the measurement of Tourist satisfaction shows variable, w _ibe the weight that each aobvious variable is corresponding, k is the number that satisfaction shows variable.

Specific embodiment:

Embodiment 1: domestic tourist's Satisfaction Index model,

Domestic tourist's Satisfaction Index four Hierarchy indicataors system are as shown in following table (table 1):

Table 1, domestic tourist's Satisfaction Index four Hierarchy indicataors system

Domestic tourist's Satisfaction Index structural model latus rectum figure, as shown in Figure 2;

Structure variable model expands into:

$\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}=\left\{\begin{array}{cccccc}0& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{21}& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{31}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{32}& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{42}& {\mathrm{\β}}_{43}& 0& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{54}& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{64}& {\mathrm{\β}}_{65}& 0\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\γ}}_{11}\\ 0\\ {\mathrm{\γ}}_{31}\\ {\mathrm{\γ}}_{41}\\ 0\\ 0\end{array}\right\}\mathrm{\ξ}*+\left\{\begin{array}{c}{\mathrm{\ζ}}_1\\ {\mathrm{\ζ}}_2\\ {\mathrm{\ζ}}_3\\ {\mathrm{\ζ}}_4\\ {\mathrm{\ζ}}_5\\ {\mathrm{\ζ}}_6\end{array}\right\};$

Measurand model expands into:

$\left(\begin{array}{c}{x}_1\\ x_2\end{array}\right)=\left(\begin{array}{c}{\mathrm{\λ}}_{y1}\\ {\mathrm{\λ}}_{y2}\end{array}\right)*\mathrm{\ξ}+\left(\begin{array}{c}{\mathrm{\δ}}_1\\ {\mathrm{\δ}}_2\end{array}\right);$

$\left\{\begin{array}{c}{y}_1\\ y_2\\ y_3\\ \\ y_{21}\\ y_{22}\\ y_{23}\end{array}\right\}=\left\{\begin{array}{cccccc}{\mathrm{\λ}}_{y11}& 0& 0& 0& 0& 0\\ {\mathrm{\λ}}_{y21}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\λ}}_{y32}& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y216}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y226}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y236}\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\ϵ}}_1\\ {\mathrm{\ϵ}}_2\\ {\mathrm{\ϵ}}_3\\ \\ {\mathrm{\ϵ}}_{21}\\ {\mathrm{\ϵ}}_{22}\\ {\mathrm{\ϵ}}_{23}\end{array}\right\};$

Parameter estimation: by the mathematical equation of measurement model, statistics is substituted into measurement model, uses SIMCA-P software to calculate;

Calculate Tourist satisfaction index:

The expectation score of Tourist satisfaction, minimum score and top score are respectively:

E[η ₄]＝w ₁₄*y ₁₄+w ₁₅*y ₁₅+w ₁₆*y ₁₆

Min[η ₄]＝w ₁₄*Min(y ₁₄)+w ₁₅*Min(y ₁₅)+w ₁₆*Min(y ₁₆)

Max[η ₄]＝w ₁₄*Max(y ₁₄)+w ₁₅*Max(y ₁₅)+w ₁₆*Max(y ₁₆)

Then have:

$\mathrm{DTSI}=\frac{E\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}{\mathrm{Max}\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}\×100$

Questionnaire have employed 10 grades of scales, and therefore Tourist satisfaction measures the so minimum that to be divided into 1 of aobvious variable, and top score is 10, therefore can obtain:

$\mathrm{DTSI}=\frac{E\left[{\mathrm{\η}}_4\right]-(w_{14}+w_{15}+w_{16})}{9(w_{14}+w_{15}+w_{16})}\×100$

Embodiment 2: outbound tourist's Satisfaction Index model

The index system of outbound tourist's Satisfaction Index four levels is as shown in following table (table 2):

Table 2, outbound tourist's Satisfaction Index four Hierarchy indicataors system

The latus rectum figure of outbound tourist's Satisfaction Index structural model, as shown in Figure 3;

The expansion form of structure variable model and measurand model is respectively;

Structure variable model expands into:

$\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}=\left\{\begin{array}{cccccc}0& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{21}& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{31}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{32}& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{42}& {\mathrm{\β}}_{43}& 0& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{54}& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{64}& {\mathrm{\β}}_{65}& 0\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\γ}}_{11}\\ 0\\ {\mathrm{\γ}}_{31}\\ {\mathrm{\γ}}_{41}\\ 0\\ 0\end{array}\right\}\mathrm{\ξ}*+\left\{\begin{array}{c}{\mathrm{\ζ}}_1\\ {\mathrm{\ζ}}_2\\ {\mathrm{\ζ}}_3\\ {\mathrm{\ζ}}_4\\ {\mathrm{\ζ}}_5\\ {\mathrm{\ζ}}_6\end{array}\right\};$

Measurand model expands into:

$\left(\begin{array}{c}{x}_1\\ x_2\end{array}\right)=\left(\begin{array}{c}{\mathrm{\λ}}_{y1}\\ {\mathrm{\λ}}_{y2}\end{array}\right)*\mathrm{\ξ}+\left(\begin{array}{c}{\mathrm{\δ}}_1\\ {\mathrm{\δ}}_2\end{array}\right);$

$\left\{\begin{array}{c}{y}_1\\ y_2\\ y_3\\ \\ y_{21}\\ y_{22}\\ y_{23}\end{array}\right\}=\left\{\begin{array}{cccccc}{\mathrm{\λ}}_{y11}& 0& 0& 0& 0& 0\\ {\mathrm{\λ}}_{y21}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\λ}}_{y32}& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y216}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y226}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y236}\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\ϵ}}_1\\ {\mathrm{\ϵ}}_2\\ {\mathrm{\ϵ}}_3\\ \\ {\mathrm{\ϵ}}_{21}\\ {\mathrm{\ϵ}}_{22}\\ {\mathrm{\ϵ}}_{23}\end{array}\right\};$

The latent variable Tourist satisfaction η of outbound tourist's Satisfaction Index (OTSI) ₄three corresponding aobvious variablees are respectively y ₁₅, y ₁₆and y ₁₇, outbound tourist's satisfaction expects that score, minimum score and top score are respectively:

E[η ₄]＝w ₁₅*y ₁₅+w ₁₆*y ₁₆+w ₁₇*y ₁₇

Min[η ₄]＝w ₁₅*Min(y ₁₅)+w ₁₆*Min(y ₁₆)+w ₁₇*Min(y ₁₇)

Max[η ₄]＝w ₁₅*Max(y ₁₅)+w ₁₆*Max(y ₁₆)+w ₁₇*Max(y ₁₇)

Then have:

$\mathrm{OTSI}=\frac{E\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}{\mathrm{Max}\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}\×100=\frac{E\left[{\mathrm{\η}}_4\right]-(w_{15}+w_{16}+w_{17})}{9(w_{15}+w_{16}+w_{17})}\×100$

Embodiment 3: tourist to China Satisfaction Index model,

The index system of tourist to China Satisfaction Index four levels is as shown in following table (table 3):

Table 3, tourist to China Satisfaction Index four Hierarchy indicataors system

The latus rectum figure of tourist to China Satisfaction Index structural model, as shown in Figure 4:

The expansion form of structure variable model and measurand model is:

Structure variable model expands into:

$\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}=\left\{\begin{array}{cccccc}0& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{21}& 0& 0& 0& 0& 0\\ {\mathrm{\β}}_{31}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{32}& 0& 0& 0& 0\\ 0& {\mathrm{\β}}_{42}& {\mathrm{\β}}_{43}& 0& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{54}& 0& 0\\ 0& 0& 0& {\mathrm{\β}}_{64}& {\mathrm{\β}}_{65}& 0\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\γ}}_{11}\\ 0\\ {\mathrm{\γ}}_{31}\\ {\mathrm{\γ}}_{41}\\ 0\\ 0\end{array}\right\}\mathrm{\ξ}*+\left\{\begin{array}{c}{\mathrm{\ζ}}_1\\ {\mathrm{\ζ}}_2\\ {\mathrm{\ζ}}_3\\ {\mathrm{\ζ}}_4\\ {\mathrm{\ζ}}_5\\ {\mathrm{\ζ}}_6\end{array}\right\};$

Measurand model expands into:

$\left(\begin{array}{c}{x}_1\\ x_2\end{array}\right)=\left(\begin{array}{c}{\mathrm{\λ}}_{y1}\\ {\mathrm{\λ}}_{y2}\end{array}\right)*\mathrm{\ξ}+\left(\begin{array}{c}{\mathrm{\δ}}_1\\ {\mathrm{\δ}}_2\end{array}\right);$

$\left\{\begin{array}{c}{y}_1\\ y_2\\ y_3\\ \\ y_{21}\\ y_{22}\\ y_{23}\end{array}\right\}=\left\{\begin{array}{cccccc}{\mathrm{\λ}}_{y11}& 0& 0& 0& 0& 0\\ {\mathrm{\λ}}_{y21}& 0& 0& 0& 0& 0\\ 0& {\mathrm{\λ}}_{y32}& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& 0\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y216}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y226}\\ 0& 0& 0& 0& 0& {\mathrm{\λ}}_{y236}\end{array}\right\}*\left\{\begin{array}{c}{\mathrm{\η}}_1\\ {\mathrm{\η}}_2\\ {\mathrm{\η}}_3\\ {\mathrm{\η}}_4\\ {\mathrm{\η}}_5\\ {\mathrm{\η}}_6\end{array}\right\}+\left\{\begin{array}{c}{\mathrm{\ϵ}}_1\\ {\mathrm{\ϵ}}_2\\ {\mathrm{\ϵ}}_3\\ \\ {\mathrm{\ϵ}}_{21}\\ {\mathrm{\ϵ}}_{22}\\ {\mathrm{\ϵ}}_{23}\end{array}\right\};$

The computing formula of tourist to China Satisfaction Index (ITSI) is:

$\mathrm{ITSI}=\frac{E\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}{\mathrm{Max}\left[{\mathrm{\η}}_4\right]-\mathrm{Min}\left[{\mathrm{\η}}_4\right]}\×100=\frac{E\left[{\mathrm{\η}}_4\right]-(w_{15}+w_{16}+w_{17})}{9(w_{15}+w_{16}+w_{17})}\×100.$

The present invention is described in detail in preferred embodiment above by concrete; but those skilled in the art should be understood that; the present invention is not limited to the above embodiment; all within ultimate principle of the present invention; any amendment of doing, combination and equivalent replacement etc., be all included within protection scope of the present invention.

Claims (6)

1. the structure of tourism visitor Satisfaction Index and measuring method, is characterized in that, comprise four levels: the first level is domestic, immigration and outbound tourist's satisfaction index; Second level is latent variable; Third layer time is the measurand of latent variable; 4th level is the evaluation index arranged the measurand of tourist communications, tourist catering and tourist lodging.

2. the structure of tourism visitor Satisfaction Index according to claim 1 and measuring method, it is characterized in that, described latent variable comprises: Tourist Destination Image, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint and tourist loyalty.

3. the structure of tourism visitor Satisfaction Index according to claim 2 and measuring method, it is characterized in that, variable premised on described Tourist Destination Image, described visitor expection, described tourists' image quality and described tourists' image are worth, described Tourist satisfaction, described visitor complaint and described tourist loyalty are outcome variable.

4. the structure of tourism visitor Satisfaction Index according to claim 3 and measuring method, it is characterized in that, described prerequisite variable determines described outcome variable; Wherein, described tourists' image quality, described tourists' image are worth between described Tourist satisfaction in positive correlationship; Described Tourist Destination Image, between described visitor expection and described Tourist satisfaction in negative correlationship; Described Tourist Destination Image in described prerequisite variable and described visitor expect, there is positive correlationship between described tourists' image quality and described tourist loyalty, there is negative correlationship between described visitor expection and described tourists' image quality and described tourists' image are worth; Described Tourist satisfaction in described outcome variable and described visitor complain that described Tourist satisfaction and described tourist loyalty are positive correlationship in negative correlationship; In negative correlationship between described visitor's complaint and described tourist loyalty.

5. the structure of tourism visitor Satisfaction Index according to claim 4 and measuring method, is characterized in that, comprising:

1. model latus rectum figure is built according to the relation between structure variable;

2. by model specification one group of linear structural equation, wherein, the mathematical form of structural model is B η+Γ ξ+ζ,

Tourist Destination Image variable is exogenous variable, represented by ξ, visitor's expection, tourists' image quality, tourists' image value, Tourist satisfaction, visitor's complaint, tourist loyalty are endogenous variables, represented by η, B, Γ are respectively the construction coefficient matrix of η and ξ, and ζ is the error vector of structure variable model;

The mathematical form of measurand model is: x=Λ x ξ+δ,

y＝Λyη+ε,

X, y are respectively raw observation vector variable in external observational variable vector sum, Λ x, Λ y represent respectively x to ξ's and y to the regression coefficient matrix of η, i.e. matrix of loadings;

3. model is estimated, comprises two kinds of estimation techniques, and a kind of is analysis of covariance structures method based on maximal possibility estimation; Another kind is the method for analysis of variance based on partial least squares regression; The Tourist satisfaction model set up, by offset minimum binary soft sim CA-P process;

4. calculate Tourist satisfaction index, set up the criterion calculation formula of Tourist satisfaction index according to Customer Satisfaction Index theory: $\mathrm{TSI}=\frac{E\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}{\mathrm{Max}\left[\mathrm{\η}\right]-\mathrm{Min}\left[\mathrm{\η}\right]}\×100,$

Wherein, η is latent variable Tourist satisfaction, the expectation score that E [η] is Tourist satisfaction, Min [η] and Max [η] is respectively minimum score and the top score of Tourist satisfaction, and the computing formula of described minimum score, top score and expectation score is respectively:

$\mathrm{Min}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Min}\left\{y_i\right\}$

$\mathrm{Max}\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_i\mathrm{Max}\left\{y_i\right\}$

$E\left[\mathrm{\η}\right]=\underset{i=1}{\overset{k}{\mathrm{\Σ}}}{w}_{i}E\left\{y_i\right\}$

Wherein, y _ithat the measurement of Tourist satisfaction shows variable, w _ibe the weight that each aobvious variable is corresponding, k is the number that satisfaction shows variable.

6. the structure of tourism visitor Satisfaction Index according to claim 5 and measuring method, is characterized in that, described model is estimated to adopt PLS estimation technique.