基于属性层次分析模型（AHM）的乡村旅游餐饮服务质量的多主体评价实证研究

MULTI AGENT EVALUATION OF CATERING SERVICE QUALITY IN RURAL TOUTIST DESTINATIONS BASED ON ATTRIBUTE HIERARCHY MODEL

关键词:  属性层次模型（AHM）乡村旅游餐饮服务质量评价体系多主体评价

Key words:  Analytic Hierarchical Model(AHM)  rural tourism  catering service quality  evaluation system  multi agent evaluation

摘要:

［目的］乡村美食，是乡村旅游最重要的吸引源，其餐饮服务质量的高低是影响目的地能否在市场严重同质化竞争中制胜的关键，进而建立一套客观而全面评价乡村旅游餐饮服务质量的方法显得必要而迫切。［方法］文章构建了基于3层6准则34项指标评价体系支撑的属性层次模型（AHM），并引入更为客观的多主体评价的方法，结合袁家村实际调研数据对其乡村旅游餐饮服务质量进行了实证研究。［结果］（1）袁家村餐饮服务质量（μA=801）总体表现情况良好。（2）准则层B3乡土气息（μB3=861）与B4菜品质量（μB4=828）两项表现良好，但仍有上升空间。B6附加服务μB6=693）仅为及格，虽然它不是评价体系中的核心（WA6=0058），但可能成为区分高档次乡村旅游目的地的重要细节。（3）C层指标中有11个达到良好以上，优良率达324%。C21 就餐环境安全卫生（μC21=696，W21=0053）成为重要性与实际表现差距最大的指标，应该引起袁家村餐饮服务管理者与经营者重点关注。［结论］这一评价结果与袁家村作为陕西乡村旅游龙头的地位基本契合，进一步提升餐饮服务质量是袁家村能否实现向乡村度假地成功转型的关键。

Abstract:

Village cuisine is an indispensable part and main attraction for rural tourism. The key to win the market in a serious homogenization of competition is to improve the catering service quality. The research established a Analytic Hierarchical Model by supporting 34 elements of the 3 layer 6 criteria. In order to ensure the accuracy of the evaluation, it adopted multi agent evaluations method to make an empirical study on evaluating catering service quality by combining the actual research data through the questionnaire survey in Yuanjiacun village. The results are showed as follows. First, the overall performance of catering service quality in Yuanjiacun village is good and improving. (=80.1）Second, two factors in criteria levels, including rural flavor and cuisine quality, also show the quite good performance. However, the level, additional services, don′t perform well. Although it is not the core factor of evaluation system, it could be the key to distinguish between upscale rural tourism destinations. Finally, 11 elements show good or excellent performance. Of particular concern is the index, safety and health in dining environment, which shows the greatest difference between importance and actual performance（ =0.053）, so managers and operators should attach more importance to it.