A Study Of Practice Teaching Quality In Higher Tourism Education-based On SERVQUAL Model

With increasing of per capita income， tourism has become an universalparticipation of the mass activity: it is expected that in2020, China will become theworld’s largest tourist destination and the fourth export country. The rapiddevelopment of tourism is bound to bring such an urgent demand for tourismhigh-end talent. The characteristic of the tourism industry has strong practicability andhigh technology which determines the practice teaching should be the most importantpart in higher tourism education. At the same time, the quality of practice teachingalso determines the service quality of higher tourism education. Therefore, toconstruct a suitable practice teaching evaluation system of higher tourism educationthat suitable for today’s market demand is particularly important. As a special serviceof practice teaching, China higher tourism education has not formed an independentevaluation for it. According to this characteristic the paper will give a commentthrough combine with SERVQUAL model to provide a new way for students tonarrowed the expectation and the perception disparity in practice teaching, which it ishope to improve its service quality.The paper includes six parts: the first part is introduction, describes the researchbackground, research status and research significance; the second part states therelated concepts and theories; the third part is an overview of practice teaching inhigher tourism education; the forth part is the designation of practice teachingSERVQUAL model in higher tourism education; the fifth part has constructed adiagram of practice teaching quality SERVQUAL model in higher tourism education,and analyze the difference of practice teaching quality in Liaoning higher tourismeducation; the sixth part will put forward solutions according to several disparitiesthat affect practice teaching in higher tourism education.This paper has got following conclusion:1. The expectation and the perception has a certain disparity between tourismmanagement undergraduate students and Vocational school students in practiceteaching, it reduced final level of practice teaching service quality in highertourism education.2. Based on the mean analysis by questionnaire of the tourism management students from several universities, the main reason that affects practice teaching level is thecognition disparity between students’ expectation and administrators’ expectationin school.3. Through correlation analysis of the overall project of teaching qualitySERVQUAL model in higher tourism education, it is found that improve oneaspect of the expectation--perception disparity will be beneficial to otherdisparity.