Research On Evaluation Of Tourists' Service Quality Perception Of The Scenic Regions

As the core and spatial carrier of tourism activities, scenic regions are important components of tourism system. With the flourish development of tourism industry in our country, the tourism service quality of scenic regions comes to be the key factor to the industry competition. Only to set up a good public praise can we achieve sustainable development of the scenic regions'operation. Quality service is one of the important factors to ensure the tourist to get a high-quality tourism experience in the scenic regions. High experience quality of the tourists is the foundation for the scenic regions to establish a good image in the market and fine public praise among the tourists, as well as the source for the scenic regions to guarantee steady tourist flows and achieve sustainable development. However, a few scenic regions at present in our country consider that they can keep monopoly operation in the market with its unique and scarce tourism resources. They overlook the importance and continuous improvement of the scenic regions'service quality. And thereby, in some of the scenic regions, there are top-rate scenery with third-rate services, which severely affect their attractions and virtuous development. Especially, as the domestic tourism industry in our country is fast developed in recent years, more and more problems of service quality have been exposed during the practical management and tourist reception in the scenic regions, which has tarnished the image of the scenic regions, depressed the tourism experiences of the tourists and affected the long-term and sustainable development of the scenic regions.The core content of this study is the evaluation of the scenic regions service quality. By the analysis of the characteristics of the scenic regions'service products taking the tourists as the evaluation subject, combining with the field survey and analysis of some scenic regions in Xi'an area, we hope to solve such questions as:What factors is the service quality evaluating system by the tourist of the scenic regions composed of? How important are these factors? By designing, developing and testing the Tourist's Service Quality Perception of Scenic Regions Scale, and confirming final scale items, we hope to establish a whole tourists'perception evaluating system of scenic regions service quality, which can be used by the scenic regions to make decisions accordingly in their service management. Finally we summarize the existent problems of the scenic regions'service quality on the basis of the result of the survey, deeply dissect these problems and at last raise management strategies of scenic regions tourism service quality based on the tourist perception. This article is divided into seven chapters, of which the core content is formed from chapter 3 to chapter 6.Chapter 1:Introduction. Put forward this paper's research objects on the basis of the analysis of the research background. At the same time, indicate the research approach, research methods, content and frame of this article.Chapter 2:Theories'Overview. Encircling the research subject and adopting the classification method to summarize some important concepts and theories systematically, which are closely related to this study, such as service, scenic regions service, service quality, scenic regions service quality and so on.Chapter 3:The customer's service quality perception model and evaluation methods. After research on customer's service quality perception and evaluation model and make analysis of the relationship between customer's satisfaction and service quality perception, indicate the evaluation methods of customer perception service quality by deep research on the measure dimensionality of customer's service quality perception. Provide theoretical model and judging methods for the demonstration research.Chapter 4:The concept model and theoretical model of tourists'quality perception evaluation. In this chapter, concept model for tourists'service quality perception of the scenic regions and theoretical model for evaluation system of tourists'service quality perception of the scenic regions are proposed, based on which the research hypothesis of this study is brought forward. Furthermore, methods and process ofdemonstration research is introduced and the designing process of questionnaire and obtaining of previous testing data are illustrated in this chapterChapter 5:The development of evaluation scale and the construction of evaluation system. This chapter is the part of the demonstration research. It takes Huashan Mountain and Tang Paradise as the research scenic regions. Developing and designing of the Evaluation Scale of Tourists'Service Quality Perception of the Scenic regions by demonstration research, make factor analysis of the scale and filtering test items of the scale with the auxiliary of social statistics software. Reliability and validity test of the scale, and final confirmation of the test items of the scale which compose the evaluation system of tourists'service quality perception of the scenic regions.Chapter 6:Service quality management of the scenic regions based on tourists'perception. On the basis of previous theoretical analysis and demonstration research, existent problems about the service quality of the scenic regions in our country are generalized and their deep-seated reasons are analyzed. Finally, the management strategies of scenic regions' service quality based on tourists'perception are proposed.Chapter7:Conclusions and prospects. Mainly summarize this article, refine the viewpoints and point out the problems and suggestions that remain to be further studied, so as to serve as the reference of follow-up research.