本书从旅游管理专业面向行业，紧扣实践的教学目的出发，探索采用当今主流的服务运营管理理论分析旅游服务管理实例，力求理论精当、简明扼要、深入浅出，强调实用性和操作性相结合。除采用大量典型案例分析、补充阅读材料等辅助教学形式指导学生学习各章重点、难点内容外，本书还在各章节末尾，设计了案例分析题及思考题，帮助师生展开分析讨论与模拟演练，以便有效理解与掌握服务运营管理的精髓。
From the teaching purpose，an industry，oriented；practice，combined with，using todays mainstream theory of service operation management，we try to make the textbook to be accurate，concise，easily understood. In this book we also emphasize the combination of the practicability and the operability.
In addition to using a large number of typical case analysis and the supplementary reading materials to guide the students，we design the corresponding case problems at the end of every chapter，in order to help the teachers and students to do analysis，discussion and simulation exercises. The final goal of us is to help learners understand and grasp the essence of service operation management effectively.
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第一章服务经济时代的旅游业
Chapter 1Tourism service economy era第一节服务经济时代及其特点2
Service economy era and its characteristics第二节休闲体验与旅游服务11
Leisure experience and tourism services
19
第二章旅游服务产品与服务质量概述
Chapter 2Summary of tourism service product and service quality第一节服务与服务产品20
Service and service products第二节旅游服务特征28
Tourism service characteristics第三节旅游服务质量构成32
The quality of tourism services
43
第三章旅游服务期望与顾客感知
Chapter 3Tourism service expectation and customer awareness第一节旅游者的服务期望44
Customer perception and expectation of travel services第二节服务接触与顾客感知58
Service contact and customer awareness
69
第四章旅游服务质量与顾客满意度管理
Chapter 4Tourism service quality and customer satisfaction management第一节顾客满意度70
Customer satisfaction第二节旅游服务全面质量管理81
Total quality management of tourist services
91
第五章旅游服务中的顾客忠诚管理
Chapter 5Customer loyalty management in tourism service第一节顾客的忠诚效应及其价值92
The effect and value of customer loyalty第二节旅游业的顾客忠诚管理101
The customer loyalty management in the tourism industry
113
目录 第六章旅游服务中的失误与服务补救
Chapter 6Service failure and service recovery in tourism service第一节服务失误的原因及表现114
Service failure causes and performance第二节顾客对服务失误的反应118
Customer performance to service failure第三节服务失误应对与服务补救124
Respond to service failures and service recovery
137
第七章服务运营与服务体系设计
Chapter 7Service operation and service system design第一节服务运营流程与服务利润链138
Service operation process and the service profit chain第二节旅游服务蓝图设计156
Tourism service blueprint design
163
第八章服务需求与服务供给能力管理
Chapter 8Service demand and service supply capacity management第一节旅游服务供需平衡状态分析164
The analysis of the tourism service supply and demand balance第二节服务供需管理的基本思路170
The basic concept of service supply and demand management第三节旅游企业服务能力管理策略175
Tourism enterprise to the service ability of management strategy
187
第九章现代旅游服务的精益化管理
Chapter 9The lean management of the modern tourism services第一节旅游服务精细化与个性化188
Tourism service refinement and personalization第二节现代旅游业的收益管理196
The revenue management of modern tourism
209
第十章旅游企业服务营销与关系营销
Chapter 10Tourism enterprise service marketing and relationship marketing第一节传统营销与旅游服务营销210
The traditional marketing and the marketing of tourist services第二节旅游服务中的关系营销218
Relationship marketing of tourism services
231
第十一章旅游企业竞争策略与服务创新
Chapter 11Tourism enterprise competition strategy and service innovation第一节服务竞争的内涵232
The connotation of service competition第二节一般竞争策略与服务业竞争策略236
General competition strategy and competition strategy in service industry第三节旅游业的服务创新及其应用248
Tourism service innovation and its application
257
第十二章现代旅游服务管理中的信息技术
Chapter 12Modern information technology in the tourism service managemen第一节服务业中的信息技术应用259
Information technology application in the service sector第二节新技术应用与智慧旅游服务269
Application of new technology and wisdom travel service
282
参考答案
Answers
286
参考文献
References
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