Research On Service Quality Evaluation And Optimization Of HJ Cruise Lines

With the rapid growth of the Yangtze River tourism market,the competition among cruise companies has become increasingly fierce.At the same time,affected by the global new pneumonia epidemic in 2020,cruise tourism has stagnated.There are 21 foreign-related cruise companies in the Yangtze River,including 85 cruise ships of various types,including 34 foreign-related luxury cruise ships,which can provide 800,000 beds throughout the year.The improvement of service quality is the key for HJ cruise lines to maintain competitiveness among many Yangtze River cruise lines and gain good market reputation.It is also the key factor for HJ cruise lines to find the continuous improvement of brand influence and operating income in the market downturn.This paper takes HJ cruise line as the object to study,and proposes solutions to many problems existing in service quality.The paper finds that some researches exist about service quality improvement strategies of cruise enterprises.In view of this,the paper combines HJ cruise company operation and management of service quality ratings and guest feedback sheet,combing the status quo of HJ cruise service quality,through the consideration of tourism enterprises "eating,living,transportation,tour,entertainment,shopping," six elements and hotel service quality,the AHP and FCE(analytic hierarchy process(AHP),fuzzy comprehensive evaluation)model,on the basis of HJ cruise company service quality evaluation model was constructed,and service quality improvement measures are put forward.First,the index setting is based on the tourism quality cobweb theory,the integration of six tourism elements and hotel service quality theory,and the actual operation of HJ cruise ship.Second,this paper sets the indicators of HJ cruise line service quality evaluation model as three levels: one is service quality;The second level includes 8 indicators,such as facilities,staff,hygiene and meals.The three levels include 26 indicators such as basic accommodation facilities,entertainment and leisure facilities and so on.Thirdly,AHP analytic hierarchy process(AHP)is selected for this model.This model surveys 8 experienced professionals in the Yangtze Rivercruise industry,and is supplemented by SPSSAU software to process relevant data to determine the index weight.Fourthly,in order to eliminate the uncertainty caused by expectation in the measurement of tourist satisfaction,the model chooses the fuzzy comprehensive evaluation method of mode FCE to directly evaluate the post-tour satisfaction of tourists.According to the evaluation results,tourists’ satisfaction with the cruise service quality of HJ Cruise Lines is between average and relatively satisfactory,and there is still a gap between the quality service and the quality service.Finally,combined with the status quo of HJ cruise service quality,this paper proposes measures to improve service quality according to the four indicators in the model,namely "staff","meal","price" and "facility".