基于游客感知服务质量的多目标旅游产品优化设计

旅游产品的优化设计问题是当今旅游企业运营管理中最重要的内容之一。从游客感知服务质量的角度针对旅游服务的六大要素以及实现要素的备选方案进行研究。通过引入期望服务质量和实际感知服务质量概念,提出了游客满意度最大、优化设计成本最小和旅游景区生态环境最优的单目标旅游产品优化设计模型，并且分析目标之间的权重，最终确定多目标的旅游产品优化设计模型。最后，通过一个亲子游产品优化设计的实际案例，对多目标模型的有效性进行了验证，为旅游服务企业在旅游产品设计方面提供更加可行的决策。

A Multi-objective Optimization Design of Tourism Product Based on Tourist Perceived Service Quality

The optimization design of tourism products is one of the most important contents in the operation and management of tourism service enterprises. From the perspective of the perceived service quality of tourists, the six elements of tourism service and the alternatives to realize them are studied. By introducing the expected quality of service and the actual perception of quality of service, a model of single objective tourism product optimization design is proposed, which has the highest satisfaction degree, the least design cost and the best ecological environment in the tourist area. And by analyzing the weights between targets, a multi-objective optimization model for tourism product design is proposed. Finally, through a case study of the optimal design of parent-child travel products, the validity of the model is tested, providing more feasible decision-making reference for tourism service enterprises in tourism product design.