| As a constituent element of tourism system, tourist attraction is the spatial carrier of tourism activity. Those tourist attractions that can provide the high-quality service for the tourists will obtain the satisfactory tourists, drum for more tourists and achieve the good performance. Therefore service quality is the crucial factor to build the market image, acquire the steady tourist flow and increase the profit. It is the life-line of tourist attractions. The crux of service quality management in tourist attractions is how to evaluate and proceed to improve the service quality of tourist attractions. This paper aims to build a comprehensive and scientific evaluation system of service quality of tourist attractions, so as to offer the references for making service strategies and tactics, provide the guideline of improving service quality for the staff, afford the tourists directions to re-purchase, and give the service management of tourist attractions a decision-making assistant.On the basis of literature review and an analysis of four evaluation models of service quality, this paper focuses on analyzing the business operating process of tourist attractions, and the key factors which have impact on the service quality are abstracted , then the comprehensive evaluation system of service quality of tourist attractions are established, which contains nine items, that is in terms of atmosphere of service, food and beverage, communication, guide system, entertainment, shopping, service image, fundamental facilities and assistant system, and corresponding subject 45 factors.This paper starts empirical research on the Song-Town theme park in City of HANGZHOU into the service quality evaluation and factor system, uses the "direct performance" service quality measurement method, successfully develops a tourist attractions' service quality measurement multi-dimensional scale based on the tourists and the staff samples. Statistics analysis finds that this scale has good reliability and... |
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