The Evaluation And Promotion Of The Quality Of The Tourist Service In Sanqing Mountain, Based On The Perception Of Tourists

In the 21 st century,China's tourism industry has entered a stage of rapid development.In order to maximum satisfy people's demand for tourism,the tourism market competitiveness,each tourist destination actively take corresponding measures in order to attract tourists,strengthening the concept of "tourists centered",provide diversified services to tourists,so people can fully enjoy the fun brought by the tourism.As an important province of tourism development in China,jiangxi province is developing its tourism industry.The mountain as the world natural heritage site,world geological park,national AAAAA tourist area,national scenic area,with unique natural landscape and cultural background,but its market popularity is often less than surrounding scenic spots,tourist brand awareness is low,the market competitiveness is weak,the overall development level is relatively backward situation.Research by using the theory of service marketing,tourist satisfaction theory and tourism brand marketing theory,based on the perspective of tourists,build the evaluation index system of tourism destination service elements of the brand effect,to design the questionnaire survey,data collection methods,such as mountain and the elements of the brand effect has carried on the empirical evaluation of tourist service,and discusses and analyzes the mountain on the problems existing in the tourism service elements of the brand construction,finally put forward the corresponding countermeasures and Suggestions.This study has the following main conclusions:Firstly,based on the method of expert consultation,the evaluation index system of three qingshan tourism service elements is established.The index system including product factor,price factor,dissemination and promotion elements,service team,the environment and process elements,a total of five primary index,27 secondary indicators.Among them: the weights of the five primary indexes are 0.2752,0.1659,0.2202,0.1255,0.2132,and the weights of each secondary index range from 0.0190 to 0.0589.Second,the average perception of the 27 secondary indicators and the five primary indicators was "average".Through comprehensive analysis,the overall level of tourist service elements in sanqing mountain is "general".This shows that there are some problems in the construction of the tourist service factor.Third,the study found that mountain in the problems in the construction of travel service elements of the brand mainly includes: related not activate the overall brand equity,brand is not enough in-depth and comprehensive,the connotation of mining related owe precision positioning brand image,brand marketing emphasis is not prominent,the spread of the brand localization support is not enough,the elements of the brand service without achieve single service more efficient and service elements of the organic linkage,etc.Fourth,the study based on the discovered problems,puts forward the comprehensive revitalize the brand assets,comprehensive and in-depth mining of related brand connotation,precise positioning related brand image,brand marketing focus,strengthen related brand communication of local support,improve the efficiency of the single service elements of the brand and the organic linkage of multiple elements of the brand promotion countermeasures.Mountain at the same time,the thought in the construction of the brand,should be located in the "standing on the edge of the Pacific Ocean is the most beautiful granite on Taoist holy land",emphasis on granite geological landscape,Taoism culture the holy land,and the two big core brands resources for brand building.