The Research On The SERVQUAL Model Used In The Evaluation Of The Quality Of Undergraduate Teaching Of Tourism Management

Expectation--perception gap theory is a classic gap-analysis model for service man-agement, it is primarily used in measuring the quality of services according to the cu-stomer’s expectations and the actual perceived pros and cons information. A wide ran-ge of industries including higher education applies the model to evaluate its service q-uality. Nowadays, the scale of tourism management undergraduate education is consta-ntly being expanded, the issue of tourism management undergraduate teaching qualityis also in highlights. The general appraisals about the quality of tourism managementundergraduate teaching takes the country, society and college itself seriously, but has n-eglected the degree of satisfaction evaluation of students. Therefore, it is necessary todo some researches and studies to try to appraise the quality of tourism managementundergraduate teaching from the angle of students’ demands.The goal of this research is to make SERVQUAL model use for diagnosing theproblem of the quality of undergraduate teaching of tourism management, then improv-e the quality of undergraduate education of tourism management services specifically.Building a scale and a SERVQUAL model of tourism management undergraduate tea-ching quality through interviews with some experts and statistical analysis of the data.And then select undergraduate students of tourism management in one college or uni-versity in Liaoning province as sample for an empirical research. Analyze the data a-nd statistics on the reliability that obtained by questionnaire survey to diagnose proble-ms in undergraduate teaching of tourism management of the sample. Finally, accordin-g to IPA theory construct tourism management undergraduate education expectation—p-erception matrix, thus get the improvement precedence of teaching issues of tourismmanagement undergraduate teaching in this college or university.Eventually, this article comes to the following conclusions. When be applied to e-valuate the quality of undergraduate teaching of tourism management, the SERVQUAL model that tends to the formative assessment could complement evaluations of thenational undergraduate teaching level tending to summative assessment with each other,it has been with strong practicability. The following three points must be paid attenti-on in the application of SERVQUAL model:1. Be clear about the serviceability of t-he SERVQUAL model.2. Relevance of the SERVQUAL model amendment.3. The d-egree of the connection of SERVQUAL model and IPA matrix.