摘要：导游服务贯穿于旅游活动的全过程，是一种综合性的服务工作。从旅游者到达目的地，一直到旅游者离开，导游服务始终陪伴着游客，游客对导游员的服务感受最为深刻。本文在文献研究的基础上，提出导游服务质量对游客的满意感和忠诚度会产生正向影响的假设，通过问卷调查，利用SPSS18.0多元线性回归分析方法研究，对假设进行了检验，并由研究所得数据对影响因子进行分析解释。最后根据分析结果，提出提高导游服务质量的相关建议。
关键词：导游服务质量；满意度；忠诚度
Abstract: Tour guide service is a comprehensive service,that throughout the tourism activities. From the tourists arriving the tourist destination until leaving, tour guide service is always there for them, so tourists have the most deeply feel on guide’s service. On the basis of literature research, the next puts forward a hypothesis that the guide service quality has a positive effect on tourists' degree of satisfaction and loyalty, through a questionnaire survey, takes a test of the hypothesis by SPSS18.0multivariate linear regression analysis method. And then through the data of the reserch, do some analysis and explaination. Finally, according to the analysis result, put forward to improve the service quality of tour guide suggestions.
Key words: Guide service quality; Satisfaction; Loyalty
