Study On The Services Marketing Strategies Of Urban Water Tourism Based On Servqual Model

In recent years, many cities pay attention to water tourism, urban water tourism become a hot tourism in some cities. Water tourism relies on the waterfront space and water systems, bringing new tourists travel experience, is the formation of a consumer boom. However, the quality of urban water tourism market service is uneven, and the overall satisfaction is not high. According to the characteristics of urban water tourism management and consumption, quality of service is important to attract new visitors, keep the old visitors,tourists perceived service quality affects the level of visitor satisfaction, loyalty, quality of service is important to the sustainable development of urban water tourism projects.Review of existing literature, few scholars explore the development of urban water tourism from the perspective of quality of serviceThis study fully integrated urban water tourism development of China's current situation, carefully review the existing literature, based on the original SERVQUAL model, modified it according the characteristics of urban water tourism, build the urban water tourism service quality evaluation model.In the empirical analysis, use "Minjiang You" for example, finally put forwards the corresponding service marketing strategies based on empirical analysis results.In this study, the research results are as follows:1 construct SERVQUAL service quality evaluation model of urban water tourism, including tangibles, reliability, responsiveness, assurance and empathy; 2 empirical results show that:(1) by descriptive statistical analysis and the two paired samples t test showed that the five dimensions of perceived quality of tourist services are actually lower than the customer expectations, the difference was negative, there was a significant difference between them, the overall perception of tourists " Minjiang You" service quality is above average, including expectations and perceived empathy factor values are low; (2) by reliability and validity testing correlation and regression analysis verified that tangibles, reliability, responsiveness, assurance, empathy five dimensions there is a significant impact on the " Minjiang You" overall quality of service.3 Relying on the empirical results, put forwards the service marketing strategies, include the service marketing strategies of tangibles, reliability, responsiveness, assurance and empathy.