History And Culture Class Tourist Attractions Qos Scale Development And Utilization Of Research

Service quality is very important to the success of a historic attraction. Since service quality is dependent upon the the visitor's experience, it is imperative for attractions' providers to understand how the elements of their service delivery are evaluated by visitors. The service marketing literatures have foused greatly on service quality of a company, and set it a pivotal factor of the success of a company. However, researchers paid limited attention on historic attractions. The present paper contends that it is necessary for historic attractions to develop instruments to measure service quality in order to help them identify the advantages and disadvantages related to service quality.SERVQUAL is a good example for the present paper to follow. After a series of literature reading, focus interview, visitor interview, expert consultation, and visitor survey in three independent samples, a 22-item instrument for assessing visitors' perceptions of service quality in historic attraction is developed. Item-to-total correlation analysis, factor analysis and one-way ANOVA were used for data analysis to build the scale. The scale is made up of five distinct dimensionalities, including responsiveness, assurance, empathy, exhibition and tangibles.Research shows that this scale has good reliability and validity. Thus it can be used to measure exactly the service quality perceived by visitors. The present paper also discussed the potential applications of the scale. This multiple-item scale can be re-administered periodically to track service quality trends, and it can be used to compare various attractions under the same management.