Construction Of Hot Spring Resorts Service Quality Measurement Scale And Empirical Research

With the rapid development of economic in China, the position of tourism in service industry becomes more important. In recent years, people choose to travel for health and spirit enjoyment which can be met with hot springs tours. It directly results that a lot of hot spring resorts rising from the ground in China. However, service quality in these resorts does not increase simultaneously. The study for service quality management theory abroad is very mature, but not in any industry could apply directly before appropriately readjusts. The studies of service quality in tourism mostly take hotel for cases. And there is few for hot spring resorts.This paper designs a hot spring resorts service quality measurement scale contained 30 indicators based on a thorough understanding of grasping at home and abroad service, service quality and hot spring tourism, on the basis of relevant literature, service quality gap model, SERVQUAL measurement scale as the theoretical basis, using literature reviews, expert interviews, questionnaires and factor analysis as the method, according to hot spring tourism features. And take a Hot Spring Resort in Nanjing Tangshan for case study to evaluate the reliability and stability of the scale. In using factor analysis of data analysis for the questionnaire, the indicators is purified, and finally constructed a hot spring resort service quality measurement scale of eight dimensions and 25 indicators. The indicators are extracted to eight common factors, named reliability, assurance, convenience, responsiveness, healthy &happy, empathy, comfort and tangibles, which are the eight dimensions of the scale. This article also evaluates the service quality on tourists, attendants and managers in order to compare the service quality perception gaps, which can identify the quality problems that the managers neglected.Data analysis showed that there exist many problems such as staff guidance and motivation of poor service, hot springs resort provides activities such as projects for entertainment business cannot meet the tourists'demand, hot water and food hygiene services in place, bathing environment, poor service staff efficiency and low service quality issues. To solve these problems, this paper proposes to enacted hot spring laws, establish perfect Service quality management system, train the staff regularly, design an effective performance appraisal system, develop personalized products and services, and construct hot spring culture, take remedial measures in time for a solution when things go wrong in service quality and so on. The study has significance of improving service quality of standards hot spring resorts and reference of service quality research for relevant resorts.