Research On The Rural Tourism Service Quality Of Shandong Province Based On The Tourists’ Perception

With the development of urbanization, the living standard of people has been improved day by day. Rural tourism is accepted by more tourists because it meets tourists’ demand of returning to nature for relaxation. At present, rural tourism is very promising. However, there are also many problems in service quality. Tourism is a service industry. With more and more attention is paid to service quality, scholars around the world begin to put an eye on the service quality of rural tourism. It was shown by many researches that there is a significant relation between tourism service quality and tourists’ intention to recommend and revisit. The service quality during tourism directly determines the development and profit of the tourism destination. Moreover, it impacts significant influence on tourists’ intention to revisit. Therefore, only when high-quality rural tourism products and services are provided to tourists, the operation interests of rural tourism can be improved.After the existing literature is reviewed, tourist perceived value is added in this paper. Based on the research on the relation between tourist perceived value, tourist satisfaction, tourist loyalty and service quality, a conceptual model is established, 11 hypotheses are put forward and an evaluation scale is established for the service quality of rural tourism in this paper. Then, data are collected with questionnaire inquiry. Analyses are carried out for the collected data to test the model and the hypotheses. The research results finally prove the 11 hypotheses. They prove that the service quality of rural tourism include six dimensions, including rurality, tangibility, reliability, responsiveness, assurance and empathy. Moreover, the six dimensions can impact positive influences on tourist perceived value. Tourist perceived value has mediating effect between service quality of rural tourism and tourist satisfaction, tourist loyalty. Tourist satisfaction can impact positive influence on tourist loyalty. Last, relative suggestions are made for improving the service quality of the rural tourism in Shandong Province in such aspects as service environment, selling points, service reliability, service level and rural image maintenance, etc.The conclusions made in this paper are very helpful in improving the service quality of the rural tourism in Shandong Province. Further, they can help rural tourism operators to understand the demands of tourists on service quality, so that these operators can strengthen their service quality management and control and improve the overall service quality of rural tourism. In addition, the conclusions are referential when relative departments make service quality standard for rural tourism in Shandong Province.