Jiuzhaigou Service Quality Evaluation And Quality System Elements Analysis

With the booming development of traveling industry in China, the service quality of visitor attractions has been a crucial factor for competition. Only establishing a good fame, a visitor attraction can come to a sustainable business development. How to efficiently evaluate and improve the service quality is a kernel question for service management of visitor attractions. The visitor is the final evaluator, so the managers should adjust the peculiarity and core of service according to the visitor's evaluation. The thesis exemplified Jiuzhaigou core attraction zone, deeply discussed the above questions.Starting from home and broad theories on service quality of visitor attractions, the author studied and analyzed the concept, character, factors, various evaluation methods and cases, determined to use Gap Theory and SERVQUAL instrument as theoretical basis. Through an empirical research, the author studied the quality system elements and evaluated the service quality of Jiuzhaigou core attraction zone. Descriptive statistical methods and paired t-test showed that there was an obvious gap between service performance and visitor's expectation. The Principal components analysis and Varimax rotation method were used in the factor analysis to reduce the 27 service attributions into five factors. The five factors were named: "assurance", "tangibility", "reliability", "responsiveness and empathy" and "safety". The results of regression analysis of the five service quality factors indicated that the regression model was statistically significant and the five factors positively affected the visitor's overall evaluation on service quality, but their effect was different.On the basis of the research, the author analyzed the main reasons, which formed the gap of service quality and proceeded to bring forward suggestion of measures that can help improve the service quality of Jiuzhaigou core attraction zone.