The Evaluation Study Of Rural Tourism Service Quality

Service quality is the core element in rural tourism soft power competition, and is a powerful guarantee to promote the steady and continuous development of rural tourism. Stimulation In recent years, with the stimulation of market demand and policy support and many other factors, the rural tourism development in China is in a stage of rapid development.There are many rural tourism spots have been established in our country. However,in the process of operation and management, proprietors put more emphasis on short-term economic interests and neglect the service quality. And turn up many phenomenones made visitors complain emerge in endlessly, such as poor service attitude, weak service consciousness, service facilities imperfection etc., which have become the bottleneck factor of rural tourism sustainable development. It has become an important task for the rural tourism industry and academia that how to evaluate the rural tourism service quality in a scientific and effective way and provide some basis for the service quality improvement.Taking SERVPERF model as the theoretical basis in this study, author design a primary collection form of 30 indicators by reading numerous related scholars research results at home and abroad and visiting many rural tourist spots.Invite relevant experts select these indicators by Delphi method and determine the rural tourism service quality evaluation system with 5 dimensions and 22 indicators by add, delete, combine, and correct the primary collection form.Use the Analytic Hierarchy Process (AHP) to calculate the index weights. Then construct the rural tourism service quality evaluation model and divide the evaluation level. Choose Harbin A-cheng town rural tourism spots as an instance and use the questionnaire survey form to obtain tourist service quality perception score in this region. Take the score into the evaluation model to get the service quality score and the corresponding level. Analyze the score respectively from the five dimensions of tangibles, reliability, responsiveness, assurance and experience. Then put forward some targeted and specific suggestions according to the low scored indexes, such as improving infrastructure service, introducing Smart Tourism, paying attention to personnel training, strengthening the supervision mechanism,intensifying the planning and exploitation, for the low grade index tangibles, responsiveness, responsiveness, experience.Putting forward of rural tourism service quality evaluation index system and evaluation model is helpful for the rural tourism operators to identify the service quality key factors accurately. It has important application value for rural tourism to judge its service quality level, look for short board and then formulate the improving plan specifically.