Evaluation Of The Quality Of Tourism Services Small Tourist Town Perception

During the fast building small town in China, there are many areas make full use of local tourism resources and unique geographical advantages,taking tourist industry as a key driver of local economic development, so that the process of urbanization continues to accelerate, these small towns are called small tourism town. Small tourism town is an important type of small towns, and is the product of the fast development of tourism industry and the new requirements of small town construction. with the Rapid development of tourist industry and the acceleration of urbanization process in China, because of its good adjustment to the changing of the market and the transformation of the development model, small tourism town has great developing potential, Though the tourism town already attracted great interest.As people’s living standards improve, more and more tourists choose to Small tourism town as their tourist destination, enjoying the tranquility and leisure that the Small tourism town bring for them. which makes the industry scale of Small tourism town growing, and the industrial system improving, but there are also some disadvantages, for example, some small tourism towns has not inadequate infrastructure, transportation, accommodation, catering have significant issues, tourism planning and construction of small tourism towns don’t combine their local cultural characteristics, and don’t consider their natural geographical characteristics, historical and cultural characteristics. Faced with increasingly fierce tourism market, how to guide Tourist Towns developers to improve their management level and competitiveness? This is an urgent need for us to improve the tourism service quality of small tourism town, so that small tourism town embarks on the road of sustained and healthy development.Based on these realities confusion and lack of theoretical research. This paper first defines related concepts of service quality, then provides an overview of research at home and abroad on small tourism town, and finally reviews the related literatures about tourism service quality provided by the domestic and overseas scholars. This paper presents a theoretical measurement model of tourism service quality about Small tourism towns on the basis of the literature research and preliminary interviews. Then, according to the hypothetical model, builds the evaluation index system of tourism service quality. The evaluation model is based on the theory of service quality and the evaluation model of tourism service quality, and it takes the total service quality as the result variable, gets a consist of seven, divided into28special elements of the index system.The paper takes Dali town and Xizhou town of Dali prefecture for the case, obtains292valid samples by random questionnaire interviews, and then optimizes the evaluation system by applying statistical methods such as project analysis, reliability analysis, validity analysis, factor analysis. After that, we evaluate the tourism service quality of two small tourism towns by using the fuzzy comprehensive evaluation method, Derived by evaluating the quality of tourism services in the town of Dali score of3.98points, the quality of service Xizhou score of3.81points.Variance analysis is used to analyze the difference in tourist-perceived service quality in order to help Tourism managers improve service quality levels. Finally, based on evaluation results, put up some measures and recommendations to improve the service quality of Dali town and Xizhou town and pointed out that the shortage and prospects which the research should be taken into consideration.