A Study On The Service Quality Of Rural Tourism

With the development of rural tourism, service quality problem appears gradually. Service quality is the subjective evaluation by tourists after finishing service, and it affects tourists revisit intention and recommendation. According to the relevant investigation, a significant proportion of rural tourism visitors is acquaintances or introduced by relatives and friends. Service quality has played an important role in the process of rural tourism enterprises.The objective of this paper is the evaluation system of service quality in rural tourism and the evaluation and survey of the case.The article is to discuss the theoretical service quality evaluation system for China's rural tourism in light of literature review from domestic to overseas firstly.Then taking the Guzhu village for example,the evaluation system is optimized after survey, and evaluate the service quality of Guzhu village by fuzzy comprehensive evaluation method.The purpose of this research is to assist rural tourism enterprises improve service quality, provide reference for the government departments to guide and regulate enterprises. At the same time, further improve the rural tourism service quality evaluation of rural tourism and the in-depth study of service quality.The article has four parts:1.The first part is the introduction,explaining the research background, the research significance, the research framework, the research methods and the innovation.2.The second part is the literature review which includes three parts. At first, the paper introduces rural tourism development process, the definition and characteristics of rural tourism; Secondly, from the concept and characteristic of services, the definition and classification of service quality, to service quality evaluation model, it provides the reference for the construction model; Finally, the definition of tourism service quality dimensions, tourism service quality evaluation model, and rural tourism service quality evaluation model are summarized for designing and establishing the model.3.The third part is the infoumation analysis, including the research design and the empirical studies.The research design mainly expounds the research model, the selection of research object, questionnaire and statistical methods. According to the research of empirical research problems, the empirical studies can be divided into three parts. First is the rural tourism service quality evaluation system optimization and system application, taking tourists of Guzhu village as respondents, mainly using factor analysis, validity analysis, regression analysis and the fuzzy comprehensive evaluation model. The result shows the overall service quality, the technical quality, the function quality, the environmental quality and the hardware quality is satisfactied by tourists. Second is data analysis and compare means. Through the compare means, different statistical characteristics of tourists have different assessment about the service quality, the technical quality, the function quality, the environmental quality, and the hardware quality; the third is the relationship between the revisit intention and the service quality, the technical quality, the function quality,the environmental quality, and the hardware quality. The result shows revisit intention is significantly associated with quality of service. The service quality is the highest, and then thetechnical quality, function quality, finally is environment quality and hardware quality.4.The forth part is suggests and conclusions based in the thirth part, including the management strategy and the conclusion and prospects. According to the empirical results, the article argues that rural tourism enterprises should improve the service quality from the technical quality, the function quality, the environmental quality, the hardware quality. In the technical quality, firms should design reasonable price, provide service in time, and keep sincere; in the function quality, enterprise should solve the problems properly, inform the tourists attentions; in the environmental quality, the enterprise should correctly deal with the relation with other business operators and the non-operators, pay attention to environmental protection and garden landscape design; in the hardware on quality, enterprise should adopt outsourcing strategy, upgrading hardware devices.At the same time, developping elderly population market and showing core competitiveness from'country'and'experience'are useful approsches to prove service quality.