The Study On The Evaluation And Promotion Of The Service Quality Of Traditional Sports Tourism For Ethnic Minorities In Southeast Guizhou

With the development of economy and society,people now have more time to enjoy material and cultural life,and more families and people can participate in tourism activities.At the same time,with the continuous improvement of people’s material life,the traditional way of sightseeing tourism can no longer meet people’s needs for travel.More people hope that in the process of tourism,they can not only enjoy the beautiful scenery,but also experience the relevant culture and specific activities.Therefore,National Traditional Sports Tourism Based on national traditional sports has become a new upsurge of tourism.Based on the traditional sports cultural resources of ethnic minorities in Qiandongnan Miao and Dong Autonomous Prefecture,this paper takes the evaluation and promotion of the service quality of the traditional sports tourism of Qiandongnan ethnic minorities as the research object,and conducts research by means of literature,questionnaire,mathematical statistics and other methods.First of all,through the literature method to sort out the quality of service,traditional sports tourism and other related literature,it is clear that the theoretical basis of this paper is the theory of service quality gap.Secondly,the quality of service scale of Ethnic Traditional Sports Tourism in Qiandongnan is designed,and the experience of ethnic traditional sports tourism is added to the revised SERVQUAL scale,and the questionnaire survey method is used to collect the data of the scale.Finally,based on the data collected from the scale,the results are analyzed by using mathematical statistics.This paper makes descriptive statistical analysis on the age,gender,monthly income and participation in traditional sports tourism of Qiandongnan ethnic minority.At the same time,through factor analysis,this paper extracts the factors influencing the service quality of traditional sports tourism of Qiandongnan ethnic minority and determines This paper analyzes the influence factors of the service quality of the traditional sports tourism of Qiandongnan ethnic group,and the gap between the expectation value and the perception value of the service quality of the traditional sports tourism of Qiandongnan ethnic group,which is determined according to the result of the treatment.Finally,it gives the suggestions and Countermeasures to improve the service quality of the traditional sports tourism of Qiandongnan ethnic group.The conclusion shows that(1)traditional sports tourism in Southeast Guizhou is at a stage of rapid development,but there is little research on the service quality of traditional sports tourism in Southeast Guizhou.(2)The service quality evaluation of traditional sports tourism in Southeast Guizhou includes six dimensions of tangibility,reliability,responsiveness,assurance,empathy,and experience.At present,tourists’ expectations and perceptions of the service quality of traditional sports tourism in Southeast Guizhou are relatively good level,but there is still a certain gap between the perceived value of service quality and tourist expectations.(3)Based on the analysisof the six dimensions of the quality evaluation of traditional sports tourism services in the southeast of Guizhou,the reasons for the gap in quality expectations and perceptions of the traditional sports tourism services in the southeast of Guizhou are mainly due to insufficient management and supervision by the government and tourism service providers,and tourism work services,nsufficient professional ability of personnel,low level of information technology in scenic spots,and incomplete infrastructure of scenic spots.(4)In order to further improve and improve the quality of traditional sports tourism services in southeast Guizhou,the government and tourism service providers must adhere to the tourist experience of traditional sports tourism and continue to develop infrastructure,management fitness mechanisms,and professional training of staff We will give full play to the empirical advantages of traditional ethnic sports tourism,and realize the upgrading and upgrading of the quality of traditional sports tourism services in southeast Guizhou.