Research On The Impaction Of Service Quality On The Tourists' Satisfaction In Red Tourism Senic Spots

Red tourism,as a special kind of tourism product,has many functions,such as politics, economy, and culture.Our Country attachs great importance to develop red tourism, It has entered a stable development stage in recent years. Red tourism has played a significant role in patriotic education,After implement the spirit of Central Propaganda Depart about open the Museum free in our nation, some phenomenon had happened such as the enthusiasm of staff in Red tourism scenic spots had hurted and their consciousness decreased.It had affacted the quality of service and the overall satisfaction of tourists. As a special kind of tourism product,how to improve the quality of service and tourists'satisfaction, which become a problem need address urgently for scenic manager.Base on the research about service quality and customers'satisfaction at home and abroad,this paper will try to apply the theory of service quality to Red tourism scenic spots management and try to find the relationship beteween expected service, perceived of service quailty,the gap between the two and the tourists'satisfaction in scenic spots through empirical research,while bulid relational model so as to providing scenic manager with advices to improving service quality.Through questionnaires and interviews,this paper use empirical research in the Leaders'Homeland Red Triangle. the followings are the main conclusions:1,The service quality of Red tourism scenic spots have six dimensions through factor analysis.2,There is a gap between expected service and perceived of service quailty in tourists of Red tourism.3,Analyzing the differences in demographic variables,it's found that the four variables vary prominently in age, educated level, profession, the times of coming to the red tourism senic spots except in gender, which are the tourists'expected service, perceived of service quailty, the gap between perceived and expected service, namely tourists'perceptible service quality and tourists'satisfaction.4,All the four research variables have significant impact on tourists'satisfaction.Finally, Put forward proposals and suggestions to improve tourists'satisfaction in Red tourism scenic spots based on the results discussion.