Study On The Relationship Between The Service Quality Of Scenic Spots,The Value Of Tourist Experience And The Willingness Of Tourists

In 2013,the relevant national departments formulated the “Outline of Tourism Quality Development(2013-2020)”,which outlines the acceleration of the establishment of a tourist destination evaluation mechanism based on tourist evaluation,and encourages tourism companies to publish service implementation standards and quality commitments.Tourism service quality benchmarking leads the program and launches quality travel services.At the same time,in 2018,the release of the first draft of the “Jinggangshan Red Tourism Scenic Spot Facilities and Service Quality” in Jiangxi Province indicates that the development of tourism in Jinggangshan Scenic Area has entered the development stage of upgrading,and the quality of tourism service has been raised.The quality upgrade is of great significance to the sustainable development of Jinggangshan Scenic Area.In view of the growing concern about the quality of tourism services,this paper selects Jinggang Mountain,a 5a-level tourist scenic spot,as the research object,and explores the relationship and influence between the service quality of the scenic spot,the value of the tourist experience and the willingness of tourists' behavior,and attempts to further quantify from the perspective of empirical quantification.Deeply understand the cognition evaluation of tourists in Jinggangshan Scenic Spot.This paper mainly uses empirical research methods to obtain relevant data through questionnaires.It is intended to understand the tourists' evaluation of the service quality of Jinggangshan Scenic Spot,and the experience value of visitors in the tourism process and the willingness of visitors.It is hoped that this will deepen the understanding of the importance of the service quality of Jinggangshan Scenic Spot and provide a reference for the future operation and management of Jinggangshan Scenic Spot.Based on the review and summary of relevant literatures,this study proposes observational items that measure potential variables such as service quality,tourist experience value,and tourist behavior willingness.At the same time,it constructs a model of scenic service quality,visitor experience value and tourist behavior willingness.Next,the data was collected through questionnaires to verify the reliability and validity of these three potential variables.Then,the data obtained from the questionnaire is substituted into the scenic spot service quality,the tourist experience value and the tourist behavior willingness model based on theoretical analysis,and the related relationship and influence between the three are discussed.The research results show that the service quality of scenic spot in Jinggangshan Scenic Area has a positive impact on the value of tourists' experience and the willingness of tourists' behavior.Moreover,the value of tourists' experience also has a positive impact on the willingness of tourists.As a result,the willingness to act as a key tourist attraction is affected by many factors such as the service quality of the scenic spot and the value of the tourist experience.Improving the service quality of Jinggangshan Scenic Spot and improving the experience value of tourists is of great significance for the future operation and management of Jinggangshan Scenic Area.Given the constraints of research capabilities and resource conditions,this study needs to be further refined.