Research On Service Quality Evaluation Of Scenic Spots Case Studies Of Hongcun

With the intensification of the globalization process,China's urbanization,modernization and marketization,tourism has gradually become people enjoy life and slow pace of life style.at the same time,because tourism has the advantages of sustainable and green ecology,the tertiary industry represented by tourism is rising rapidly,and increasingly become the emerging growth pole of China's regional development.As an important part of tourism,scenic spot is the final location of tourist activities and consumer tourism products.the core attraction of the scenic spot is reflected in its own resources and the quality of service provided.under certain conditions of objective tourism,the service quality of scenic area becomes the key part to attract tourists,and improve the quality of tourism service become the key to improve the service competitiveness of scenic spots.The investigation is intended to measure the effect of service quality of tourist attractions on tourists perception and to explore the relationship between tourists perception,tourists loyalty,tourists satisfaction and other variables,which based on questionnaire datas gathered from the tourists of HongCun scenic spot,460 questionnaires were distributed and 420 valid questionnaires were obtained with a useable response rate of 91.3%.The questionnaire mainly includes the social and economic background,service quality,tourists perception,tourists satisfaction and so on.The data analyzed by using SPSS and EXCEL softwares.The research uses descriptive statistical analysis,reliability and validity analysis,exploratory factor analysis,independent sample t-test,correlation analysis,regression analysis and IPA analysis method.The results show that: the majority of tourists in the scenic spot are 16-25,most of them travel together;the service quality evaluation of tourists can be divided into six dimensions: security,empathy,sensitivity,supportability,tangibles,responsiveness;the quality of tourism service has positive correlation to tourists perception;the tourist perception has positive correlation to tourist satisfaction.Besides,according to the research data and research hypothesis.In the last chapter,author puts forward some suggestions on scenic spot management in tourism infrastructure,surrounding environment,personalization and standardization,tourism products,wisdom tourism service.