Service Quality Analysis Of Guangzhou Chimelong Paradise Based On The Disparity Model Of The Service Quality

Scenic spot is the core of tourism activities and vector space and an important component of the tourism industry . The pros and cons of service quality of tourist destination effect the tourist destination's image and the development. As rapid development of tourism both at home and abroad today, the service quality in many scenic spots has become the focus of management problems. Tourists are the judges of the service quality The satisfaction degree of tourists to scenic spots depends on contrast of the actual the perception and expectation of service quality. When the perceived service quality is in line with expectations, visitors will feel satisfied with the good quality of service; On the contrary, when the tourists of the actual perception and expectations do not match, the visitors will feel aggrieved .Service quality of scenic spot needs to be improved. Basing on this view , this article analyzes service quality of the Chimelong Paradise.This article first expounds service,service quality,and service gap model and Serqual theory, then introduces Service Status of the Chimelong Paradise. According to service Characteristics of scenic spot, the article selects 39 new issues to amend the Serqual scale,including about the facilities quality,the level of service quality, image quality, service and other aspects of the process the basic physical, including five factors: tangible, reliability, responsiveness, assurance and empathy . Through investigation of expectations and perception of the evaluation of tourists, the article analyzes the existing problems and the reasons causing the problems ,then proposes improvement measures and recommendations.