A Study On Tourism Service Quality Improvement In Hainan Province

China's tourism industry developed rapidly in recent years. As China's only tropical island, Hainan Province has unique tourism resources. Hainan needs to speed up the modern service industry development, to achieve sound and fast economic and social development. The tourism service quality has become an important factor in enhancing the competitiveness of the tourists and building a good reputation and visitor loyalty.The writer firstly studies the domestic and international status of travel and service quality research. Then the writer designed the paper content and technical route. By full screen and analyze the status of tourism in Hainan, using PZB service quality gap model and SERVQUAL evaluation model as theoretical foundation, the writer formed Hainan's tourism service quality scale, from six functional dimensions, which is transportation, catering, accommodation, sightseeing, shopping and entertainment. This study used survey methods. The designed tourism service quality scale can effectively collect data from visitors on all aspects of travel services to the expectations and perception of information, which has a good reference value.Based on the tourists survey, the writer did the basic characteristics analysis, tourism service quality gap analysis, service quality dimensions analysis. The result shows that there is a certain gap between tourists'expectations and perception. Six functional dimensions of tourism also impact the overall service quality differently. The writer also found the tourism service elements needed to improve urgently. In the final analysis of this paper, reasons for the low service quality has been found and suggestions are made for improvement.This study examined the service quality model, SERVQUAL model. The result shows that this model can be used to the evaluation of tourism in Hainan. In this paper, the quantitative research methods is adopted, which is different from the previous qualitative research. This can also be a reference for and other domestic travel service quality evaluation research.