民族地区旅游业个人-组织契合对服务导向公民行为的影响研究

摘要/Abstract

摘要： 实现民族地区旅游业大发展大繁荣对实施乡村振兴战略、建立现代化经济体系、实现各民族共同发展具有战略意义，无论是实现自我改造还是提升服务品质，都需要激发民族地区旅游业服务人员更多的服务导向公民行为。本文以民族地区旅游业338名服务人员为研究对象，采用多层次回归模型探究了民族地区旅游业服务人员个人-组织契合对服务导向公民行为的影响。研究结果表明：民族地区旅游业服务人员个人-组织契合对服务导向公民行为具有正向积极作用；互补性契合较相似性契合更能激发服务人员的服务导向公民行为；服务氛围在个人-组织契合对服务导向公民行为的影响中具有调节作用，当服务氛围强时，个人-组织契合对服务导向公民行为的影响显著增强，反之这种影响显著减弱。

关键词: 民族地区, 旅游业, 服务人员, 个人-组织契合, 服务导向公民行为

Abstract: Achieving the development and prosperity of tourism in ethnic areas is of strategic significance to the implementation of the rural rejuvenation strategy, the establishment of a modern economic system, and the realization of the common development of all ethnic groups. Whether it is to achieve self-improvement or improve service quality, it is necessary to inspire tourism service personnel in ethnic areas to become more service-oriented citizenship behavior. Taking 338 tourism service workers in ethnic areas as research objects, a Multi-level regression model was conducted to explore the impact of person-organization fit of service personnel in ethnic areas on service-oriented citizen behavior. This paper found that the person-organization fit of tourism service personnel in ethnic areas had a positive effect on service-oriented citizenship behavior; the complementarity-combination was more likely to arouse the service-oriented citizenship behavior of service personnel; the service atmosphere had a moderating effect on the influence of person-organization fit on service-oriented citizen behavior: when the service atmosphere was strong, the impact of person-organization fit on service-oriented citizen behavior was significantly enhanced, conversely, this effect was significantly weakened.

Key words: ethnic areas, tourism service, service workers, person-organization fit, service-oriented citizen behavior

王生斌. 民族地区旅游业个人-组织契合对服务导向公民行为的影响研究[J]. 商业研究.

WANG Sheng-bin. The Effects of Person-Organization Fit on Service-Oriented Citizenship Behavior of Tourism Service in Ethnic Areas[J]. 商业研究.

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