An Empirical Study On The Relationship Between Service Quality, Tourist Experience And Tourism Destination Image

The Standard of Rating for Quality of Tourist Attractions was issued by the National Tourism Administration in2003not only and the assessment item of AAAAA grade scenic spot, also emphasize the specific details of the scenic, and its culture and features, strengthening the people-oriented service principles.In October2009, the State Council’s comment about enhancing the awareness of service employees and the level of humanity service, trying to promote the service innovation in tourism. With the increasing concern of the humanity service quality, this paper selects the AAAAA grade scenic spots Qingcheng Mountain as the case study to explore the service quality, and the relationships with tourist experience and destination image.This paper using the data obtained through the questionnaires empirically studied the tourists’opinions about the quality service, and their own travel experience during the tourism, and ultimately test the destination image formation. The paper try to deepen the understanding of importance of service quality in scenic attractions, and also to provide some guidance for the future operation management.The observed variables (items) of scenic quality service, tourist experience and destination image were proposed on the basis of the literature review. Firstly, the data collected through the questionnaire was used to verify the reliability of these three potential variables and build the model of the scenic service quality model, tourists experience model and the destination image model. Secondly, the models built were used to testify the theoretical model which was based on the literature which showed the relationships and impacts of these three variables.The results show that the part of the dimensions of the scenic service quality had direct influences on tourists’experience and destination image significantly. While the tourists’experiences also had a significant positive effect on the tourism destination image. Generally, Enhancing the scenic service quality and tourist experience is crucial to the operation and management. At the same time, taking into account the limited nature of the observed variables comprehensiveness and data collection, the paper still need further perfected.