Study On The Quality Evaluation Of Homestay Service Based On Tourists' Perception

In the 1980 s,the western countries service was in high speed development,more and more people have paid attention to the importance of the quality.ther efore,high quality service is an important way whether the enterprises can gain competitive advantages among the peers.Over the past 20 years,western schola rs have not only created the service quality research field,but also have great c ontributions on the definition,dimensionality and the measurement of service qu ality.Comparing to the foreign countries,service quality is just budding in our c ountry,which is still in the stage of introduction of foreign results,not form its own theoretical system.With the development of economy and society and the heat in rural tourism,people pay more attention to the quality of tourism.Nowadays,Homestay,a hot spot of tourism experience,as a supplement to hotel and lodging industry,becomes a new way for tourism.However,with a large number of homestay,it brings a new question----the service quality of homestay.Before the empirical analysis,this paper reviews the literature at home and abroad,and sorts out the related research theories of homestay and service quality,where we can find foreign research focused on innkeepers?marketing and target group preference.Compared to China,the research in TaiWan is relatively mature.Due to a late start,the homestay of mainland has a lot of problems,thus the mainland did much research on the problem analysis and countermeasures than service quality about homestay.In order to systematically study the service quality of homestay,the author used zhouzhuang's homestay as an example,started to study relevant measuring scales and found that SERVQUAL scale was used most.Meanwhile,the author referred to design index of service quality at home and abroad and then based on the characteristics of zhouzhuang's homestay,selected the measuring contents and established themeasurement index system,finally the evaluation questionnaire was designed.After that,this paper used SPSS and IPA methods to analyze the service quality of zhouzhuang's homestay.The study found that the service quality of homestay in zhouzhuang was measured in six dimensions,tangible,assurance,empathy,reliability,responsivenes and basic factors.Although the single latitude measurement index can satisfy the tourists,the quality of service is lower than the general level.