Evaluation And Countermeasures Of Service Quality Of Shanxi Rural Sports Tourism Under The Background Of Rural Revitalization

In 2017,the General Secretary Xi Jinping put forward the "rural revitalization strategy" for the first time in the report to the 19 th National Congress of the Communist Party of China.In the report to the 19 th National Congress of the Communist Party of China,"industrial prosperity" was put in the first place in order to follow the path of rural revitalization with Chinese characteristics.In order to realize the requirement of "economic transformation",Shanxi Province wants to promote the development of related industries by vigorously developing tourism."Sports tourism",a sunrise industry in line with the concept of "green development",is rising.Throughout the layout of Shanxi sports tourism industry,most of them gather in rural areas.Relying on rural natural endowments and green ecological advantages,rural sports tourism will become an important economic form in the future,which is of great significance to promote rural revitalization in Shanxi.But the development of rural sports tourism in Shanxi Province is still in the initial stage,and there are many problems,which affect the quality of the development of sports tourism.High-quality service is the lifeblood of the tourism industry.Under the background of rural revitalization strategy,it is of great significance for Shanxi’s "transformation development" and rural revitalization to make full use of relevant policies to improve the service quality of Shanxi’s rural sports tourism.This paper is based on the SERVPERF theory,relevant researches by scholars and the relevant contents in such documents as the Evaluation Guide of Quality Projects of Shanxi Sports Tourism in 2022 issued by Shanxi Provincial Sports Bureau,and the preliminary field investigation of Shanxi rural sports tourism destinations and routes.By using the methods of literature research,field investigation,expert consultation and questionnaire survey,this paper constructs the service quality evaluation index of rural sports tourism in Shanxi Province,selects 7 rural sports tourism projects in Shanxi Province as evaluation objects,tries to find out the problems that affect the improvement of the service quality of rural sports tourism in Shanxi,and puts forward the countermeasures to improve the service quality,hoping to provide certain decision-making reference for the development of rural sports tourism in Shanxi and the formulation of relevant policies for rural revitalization.Main conclusions of this paper:(1)The service quality evaluation indexes of Shanxi rural sports tourism include 7first-level indexes and 34 second-level indexes: "environmental service quality","tourist sports experience service quality","sports tourism supporting service quality","road,venue and facility service quality","safety service quality","personnel service quality" and "information service quality".(2)The highest scores of service quality in Shanxi rural sports tourism are "sports venues","venues and facilities safety","rural sports tourism and sports safety system","emergency plan","wireless network coverage" and "mobile phone communication signal";the second highest scores are "natural scenery","air quality","leisure and entertainment experience of tourists","novelty experience of tourists","road and traffic facilities","sports facilities","safety education or tips","medical equipment","safety and medical personnel","tourist complaints";medium scores are "local culture","environmental health","resource development","exploratory experience for visitors","personnel engagement insurance",and "staff";low scores are "integration degree of characteristic elements","educational experience of tourists","shopping","characteristic culture","scale and location of tourist service centers","number and distribution of tourist rest spots";the lowest scores are "project type","catering","accommodation","number and distribution of toilets in scenic spots","sports instructors" and "digital information services".(3)There are seven main problems affecting the improvement of service quality of Shanxi rural sports tourism: the types of rural sports tourism projects are not rich enough;Shanxi characteristic culture excavation is not enough,the tourists’ characteristic culture participation is difficult to meet;The educational and exploratory experiences of tourists in rural sports tourism are general;The service quality of sports instructors and staff needs to be improved;There is a big gap between the quality of supporting facilities and supporting services and the needs of tourists;Digital information service is relatively backward;Security insurance services are not comprehensive.(4)Countermeasures to improve the service quality of Shanxi rural Sports Tourism:developing advantageous rural resources and enriching the types of Shanxi rural sports tourism projects;Excavate rural characteristic culture,enhance Shanxi rural sports tourism brand influence;Pay attention to tourists’ emotional experience and enhance Shanxi rural sports tourism value perception;Improve the personnel guarantee mechanism,improve the professional level of Shanxi rural sports tourism personnel;Increase capital investment and improve the supporting services of Shanxi rural sports tourism;Constructing digital industry system,strengthening Shanxi rural sports tourism informatization degree;Enhance the safety awareness of tourists and realize the comprehensive coverage of Shanxi rural sports tourism safety insurance.