The Research On The Application Of Seavqual Model In The Evaluation Of Incentive Travel's Service Quality

Incentive travel is an important part of MICE industry,which originated in the United States in 1920 s and 1930 s.After more than a century of development,incentive travel as an enterprise management tool,its incentive effect has been verified and universally recognized by society.The development of incentive travel in Europe and the United States has been relatively mature,forming a complete organizational operation process,while China's incentive travel development is relatively late,third-party companies(travel agencies,professional award companies,etc.)provide incentive travel services the degree of specialization is not high.The SERVQUAL evaluation system proposed by PZB(1988)is widely used in the service industry quality evaluation as a mature service quality evaluation system with high applicability and reliability.This paper studies the applicability of SERVQUAL model in the evaluation of incentive travel service quality through literature reading,questionnaire survey,factor analysis and single-factor variance analysis.The results of factor analysis show that the SERVQUAL scale needs to be revised in the field of incentive travel.According to the revised results,the service quality evaluation scale of incentive travel is established,which contains 5 dimensions and 29 specific indicators.Based on the previous research methods,the weight of five dimensions is determined,the results show that the specific effectiveness of incentive travel accounted for the highest proportion.And the "expectation-perception gap" of different dimensions and different indicators of each dimension were compared,found that the biggest expectation-perception gap in the five dimensions is the reliability dimension,and pointed out the specific indicators of the biggest gap in each dimension,hoping to attract the attention of third-party companies.Finally,through the single-factor variance analysis to explore the different demographic variables of participants in the incentive travel service quality expectations in five dimensions,found that the different demographic characteristics have greater differences,before third-party companies in providing specific reward tourism products,should understand the participants,according to the specific circumstances to adjust the service.The results of this study from the perspective of participants to study the quality of incentive travel services,enrich the research results in the field of incentive travel;The SERVQUAL model is applied to incentive travel category,which verifies theapplicability of the model in different situations.At the same time,it provides a reference for third-party companies to improve the service quality of tourism products.