Based On Tourists’ Perception Of Red Tourism Service Quality Guided Tours-A Case Study Of Red Tourism Xibaipo

The red tourist guide service quality is critical to the development of red tourismscenic spots, which affects the healthy development of red tourism, red tourism toimprove visibility, reputation and attraction is important, has become a touristindustry consensus. Therefore, how to improve the red tourism scenic spots within theguide service is one of the practice of tourism and tourism theory research hot topic.The number of visitors and revisit rate is red tourism one of the necessary conditionsfor better development. This paper from the tourists point of view, discusses therelationship between the red tourism scenic spots and tourist satisfaction between theguide quality, help to Xibaipo red tourism scenic area (hereinafter referred to as theXibaipo) the red tourism competition pressure switch power for the wholecompetition ability, provides a good perspective to China Red Tourism Scenic Area toimprove the service level.This paper through the research of domestic and foreign tourism and guideservices, from the perspective of tourists perception, empirical research on servicequality through the Xibaipo red tourism scenic tour guide should have put forwardideas, knowledge, interesting and interactive point of view, this paper studies thecausal relationship between the ideological guide sex, knowledge, fun and interactiveand tourist satisfaction and behavior intention. Based on the study of the tourists toXibaipo red tourism scenic area has carried on the questionnaire survey, according tosurvey results using the SPSS software carries on the questionnaire descriptivestatistical analysis, factor analysis, analysis of variance analysis and verification ofcause and effect, according to the analysis results, this paper draws the followingconclusion:First, the demand is positively related to service quality of the tourist guide.Different tourist gender, income, age and education to guide thinking, serviceknowledge, interesting and interactive requirements, but in the tourist satisfaction andfuture behavior, different visitors to the guide ideology, knowledge, interesting andinteractive shows a significant positive correlation between the.Secondly, the relationship between service quality, satisfaction of tourists to tourguides to explain the close. In the future behavior of tourists satisfaction, intention asdependent variable, and the guide ideology, knowledge, interesting and interactive as explanatory variables that ideological realm, tour guide knowledge, interesting andinteractive between the tourist satisfaction and future intentions exist causalrelationship and significant relationship.Finally, the red tourism guide suggestions and measures to improve the quality ofservice. Based on empirical research, in this paper Xibaipo red tourism scenic daily toimprove the guide service quality put forward feasible measures, and expects thefuture research.