Study On The Evaluation And Optimization Of The World Natural Heritage Tourism Service Qua-lity In Zhangjiajie

Many studies have shown a significant correlation between service quality and tourist recommendation intention and revisit intention.The quality of service in tourism decides the profitability and survival of tourism destination, tourists’will to revisit the decision, has become a major issue at a national level. As of2014June, China has been included in the "World Heritage" of UNESCO projects a total of47, Among these47world-class heritage, there are10natural heritage,30cultural he-ritage,4cultural heritage and3natural and cultural heritage. Not only the world or our natural heritage quantity, the proportion in the total number of heritage sites is too small, Heritage sites have broad market space, the tourism heritage has gradually attached attention, has become the focus of the academic attention since1980s and1990s. But even the world-level heritage, it emerges in endlessly problems that related to service quality. According to the survey about the world natural heritage where is located in Zhangjiajie Wulingyuan scenic area, the author found the service quality problem there is prominent, such as complicated number of tourism enterprises and the serious fraud;In tourist season, the huge crowds of people and traffic jam appear in scenic area, which makes tourists suffer unspeakably;Accommodation, transportation and other facilities and equipment inside the scenic spot in the quantity and quality can not meet the needs of the tourists and so on. For other heritage sites, these problems are quite common. For the heritage itself, it is urgent to solve the above problems to promote its sustainable development.So, this study proposed Zhangjiajie world natural heritage as the research object, taking the tourism service quality evaluation as a starting point to seek one of the methods to solve these problems. Firstly, Based on the definition of tourism services quality, this paper analyze the tourism service system of natural heritage, then generalize the current situation of Zhangjiajie tourism service system, thirdly, to evaluate the multidimensional perception of the core interest groups in this system, and constructs the evaluation index system of Zhangjiajie tourism service quality.Finally, Finally, according to the conclusion from the core interest groups perception,this paper put forwards some corresponding counter measures, so as to provide reference for the development of Zhangjiajie and tourism service quality promotion of other heritages and tourism destination. The main research contents are divided into the following sections. (1) To explain the connotation of tourism service quality from the perspectives of service provider and recipientThis article stands in the angle of the service provider and receiver, thinks the concept of tourism service quality is:Travel service provider to meet the service recipient enjoy service level or degree, which provide service can be divided into two types:public service and for-profit service. Connotation Including:First, the destination of tourism service quality is the result of the interaction among the interest subjects in the service system, the provider of tourism service in addition to traditional tourism enterprises, should also include government depar-tments. Second, recipient of travel services in addition to traditional external customer (tourists), should also include internal customers (staff), moreover, for public services, tourism enterprises, tourism destination residents can also be seen as members of the receiving party. Third, some service recipient groups have multiple roles, such as service staff and residents, for tourists, they belong to the service provider, for the government, they are the receiving party service. Fourth, the quality of tourism services is a kind of "level" or "degree", can be measured or evaluated, The traditional view is that the subject of evaluation is only the customer (tourists), evaluation subject is the service recipient, the evaluation object is the service provided by the service side, This article believed that, the quality of tourism services from providers and recipients of services between the two sides com-prehensive evaluation. Fifth, the services provided by the service pr-ovider including physical facilities, products and intangible services.(2) Analyze the tourism service quality system of the natural heritageFirstly summarizes characteristics of natural heritage tourism service quality on the basis of existing literature, then analyses the interactive relationship between the natural heritage and tourism services. Including travel service problems and phenomenon in this type of tourismdestination is how to appear, which brings both positive and negative effects. Thirdly, discusses the components and relations of the natural heritage site tourism service system. This kind of region tourism service system is made up of what elements,like-who’s provider, who’s receiver, what are the hardware and software, what is their relationship, what service demands. Finally analyses and summarizes the influences factors of natural heritage site tourism service system, from the government, tourism enterprises, local residents, first-line service personnel, visitors to five kinds of core stakeholder groups, respectively, analysis of how each affects the quality of service.(3) Hackling the current situation of tourism service system in Zhangjiajie.Firstly, it overviews the profile of the tourism destination in Zhangjiajie. Such as distribution of resources、distribution of scenic spots, tourist reception, tourism revenue and so on. Then it analyses the composition of tourist service system in Zhangjiajie, such as the present situation of the government、local residents、tourists、company employees、 traveling enterprise and groups like that. Finally, this paper discussed the service demands of all elements of Zhangjiajie tourism service system based on interviews and questionnaire(4) calculate evaluation score of five core stakeholders in Zhangjiajie.firstly, get the effective index via documents、interviews and questionnaires, then conduct a survey on five types of stakeholders in the field. Next, calculates and analyses the data by using the method of Fuzzy Mathematics Comprehensive Evaluation and the software of spss17.0, finally, get the evaluation conclusion from the different stakeholders.(5) Setting up the evaluating system of tourism service quality in Zhangjiajie. Under the guidance of evaluating system regulation, put forward a chain of evaluating system based on the main stakeholders’ multidemen-tion awareness.(6) Put forward optimization approach of Zhangjiajie tourism service quality.On the basis of above study, respectively propose the optimization approach of Zhangjiajie tourism service quality on the angle of the visitors, first-line service personnel, local residents, the government and enterprises. That the government departments need to:Increase infrastructure investment, strengthen infrastructure management Strengthen the understanding of public information service, increase the publicity of public information service; set up multi-level security emergency response team, establish an early warning system for safety, deal with the accident timely; In-depth field research, understand the industry needs, introduce reasonable guidelines for the industry. Tourism enterprises need to:Starting from the enterprise angle of tourists, Focus on the improvement of catering, accommodation and shopping environment; Continue improve the entertainment, transportation services; Rational design of tourist routes, enhance effect of tourist travel aesthetic,experience. Starting from the angle of enterprise and employees, enriching public information content and expanding public access to information; Caring staff development and providing positive promotion platform; creating favorable basic life conditions; Starting from the perspective of enterprise and residents, responding to the economy and creating economic benefits; Cultivating a good social sense of responsibility to make a positive contribution to the local residents. First line employees need:First, establishing the correct service awareness and understanding; second, strengthening their own learning and improving the comprehensive quality; Third, strengthening the sense of responsibility, distinguishing truth and falsehood and resisting the temptation, the residents need:First, carrying out food supply cooperation between business households and ordinary residents; Second, learning service knowledge and training the consciousness of service...