Study On Improving Service Quality Of Scenic Spots In Xinxian County

With the development of economy and the improvement of people's living standard,in recent years,the tourists generally recognize the idea of green,sustainable and harmonious relationship between man and nature,and tend to enjoy the experience-based slow-paced life,and is no longer satisfied with the natural human landscape.Pay more attention to the experience of service quality in the course of tourism.The scenic area is the core element of the tourism,is an important place for tourists to complete the tourism experience activities,and the attraction of the scenic area is reflected in the self-resource potential and the supporting services,and the quality of the tourist's experience is determined by the quality of service of the scenic area under the condition that the objective factors that affect the perception of the tourists are certain.In order to better study the service quality of scenic spots in Xinxian County,this paper first summarizes and comments on the literature on tourism service quality,and then determines the relevant theoretical basis in the research process.Through the review of literature theory and interviews with experts and tourists,this paper divides the scenic spots of Xinxian into "green" and "red" according to the characteristics of resources,and selects different evaluation schemes: for the general green scenic spots,the SERVQUAL scale is established as the basis.The evaluation system of 22 indexes of six attributes;For the red scenic spots with the characteristics of Xinxian County,referring to the Service Specification of Red Scenic spots,two evaluation elements,resource abundance and explanation level,are selected.Through the field investigation,summed up the new county scenic spot service quality present situation question.In order to investigate the perceived level of tourists,this paper is based on the six attributes of service quality evaluation in general scenic spots,which is summed up as the four evaluation dimensions of tourists' specific perception,and designs a questionnaire with four evaluation dimensions and 30 evaluation contents.Combined with the tourist perception evaluation model,this paper collates the evaluation content of tourists' psychological gap and dissatisfaction,and then summarizes the service quality of Xinxian Scenic spot from the perspective of tourist perception,which confirms the conclusion of the investigation.Through the field investigation and the questionnaire,the empirical results show that the tourist of the new county is mainly the middle-aged and middle-aged and middle-aged and middle-aged and middle-aged workers in the county and the surrounding counties;the total service quality of the visitors to the new county scenic spot is satisfactory,and the scenic spot can attract a certain scale and will be willing to do the propaganda.However,there are many problems that affect the satisfaction of the tourists: the number of the traffic,the toilet,the rest facilities and the intelligent information service system of the scenic area is not enough,the distribution is not reasonable;the service details of the scenic spots and the humanization of the service are not enough;the experience value of the tourists to the service is not high;and the scenic spot is propaganda of the information,The normal management of the health situation,the sightseeing order and so on is not enough.Based on the positive results,the paper puts forward some measures to improve the construction of infrastructure,to explore the connotation value of tourism products,to improve the service of intelligent tourism information,to innovate the desired management of the tourists,to provide the service of personality and to optimize the salary incentive system of the employees,based on the positive results.And the service quality of the new county scenic area is improved in a targeted manner.Finally,the deficiency and prospect of the research are pointed out.