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Abstract

The article presents a comprehensive and conceptual framework on key factors of intercultural interaction influencing customer satisfaction, which is one of the most important indicators of tourism industry in Malaysia. The theory-based path model of constructs and their possible interrelationships will be proposed such that the future analysis would be based on structural equation modeling approach or related statistical methods. In other words, this study anticipates to propose an applicable technique to empirically examine the inter relationships of intercultural communication competence, interaction comfort, inter-role congruence, perceived cultural distance, previous experience and satisfaction. It is basically a literature reviews on the related constructs and how the relationships’ assessment of those constructs should be carried out. Although numerous researchers have studied the extensive topics of cultural distance and customer satisfaction, none of those studies has explored on the critical role of intercultural communication competence and previous experience on customer satisfaction in the industry.

构建研究观光者过往体验对游客满意度的影响的概念性框架

摘要

旅游者满意度是马来西亚旅游业最重要的指标之一,本研究旨在构建一全面的概念性框架以展示跨文化互动对旅游者满意度的影响。本研究提出了基于理论的路径模型以建立构念之间可能存在的相互关系,并且主张运用结构方程或相关的统计方法进行分析。换言之,该研究试图提出可行的技术方案,用实证的方法检验跨文化交际能力,互动舒适度,角色间一致性,感知文化距离,过往体验和满意度的内在关系。本研究对相关构念并对运用何种统计学进行变量之间的关系评估进行了文献回顾。尽管许多学者已经对文化距离和顾客满意度进行了相当丰富的研究,但这些研究均未探讨过旅游行业里跨文化交流和过往经历对游客满意度所起的关键作用。

关键词: 过往体验,跨文化交流能力,感知文化距离,旅游和马来西亚

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