Research On The Construction And Optimization Strategy Of Service Quality Index System Of Sports Theme Hotels In China Based On IPA Model

Sports theme hotels are the accelerated transformation of the hotel market and the product of the upgrading of customers’ sports consumption.Although they have developed rapidly in recent years,there are many phenomena such as chaotic market management,serious industry homogenization,weakening of theme culture,and lack of professionals.Therefore,there is a stand need of corresponding scientific theories to guide.By analyzing and seeking the elements affecting the quality of service of 12 typical sports theme hotels,the key benefit factors and development problems affecting the service quality in their operation and development are clarified,and the corresponding optimization strategies are given,which has certain reference value for the improvement of the service quality of similar industries in China and even abroad,and is instrumental in their health and sustainable development.At present,in the context of China’s hotel market from rapid growth to high-quality development,it is of great practical significance to clarify the factors affecting the service quality of sports theme hotels and determine the decision-making priority of key quality factors of sports theme hotel services.It is of vigorous and immediate significance to define the elements affecting the quality of service of sports theme hotels,diagnose the development problems of the service quality of sports theme hotels,and propose majorization manoeuvres to improve the service quality.Based on the theoretical model of IPA,this paper studies the improvement of the service quality of sports theme hotels in China by using the methods of literature,text analysis,survey by questionnaire,case analysis and other research methods.Firstly,the service quality indicators of sports theme hotels are preliminarily understood and collected through the method of literature;Use the crawler tool Web scraper to crawl the network comments of 12 representative sports theme hotels,import the text into the qualitative analysis software Nvivo11 Plus,and use the text analysis method to preprocess the comment text,extract high-frequency words,and supplement the corresponding indicators;Then,using the method of expert consultation,the service quality indicator system of sports theme hotels is constructed by adding,deleting and determining the indexes for many times;Based on the Likert 7-level scale design and distribution of questionnaires,the service quality of 12 sports theme hotels was investigated;Gather and arrange the data,checkout and analyze the dependability and effectiveness of the data,and finally empirically analyze the key service quality factors of China’s sports theme hotels through IPA model,and give corresponding optimization strategies.Research results:(1)The customers of the sports topical subject hotel are mainly young and middle-aged,advanced degree,student groups and social enterprise personnel.The main reason for staying in the hotel is leisure and entertainment.(2)When choosing hotels,consumers prefer the types of sports events with strong sense of experience,easy participation and more stimulating feelings(basketball,skiing,electric sports,racing and diving).The two most important quality factors are hardware facilities and theme features.(3)The service quality evaluation system of sports theme hotels consists of four dimensions,namely,location environment,facilities and equipment,service level,theme culture,and 19 evaluation indicators,namely,geographical location,transportation,surrounding environment,internal environment,equipment operation,operation and use,supporting facilities,intelligent facilities,service skills,service attitude,service efficiency,service details,service price,staff clothing,equipment characteristics,decoration style,room theme Regional display and activity experience.(4)The revised IPA model is more suitable for the research of service quality strategy optimization of sports theme hotels than the traditional IPA model.In the revised IPA model,customers are most satisfied with the operation and use,equipment operation,service attitude and other elements,and the most dissatisfied with the internal environment,activity experience,service skills and other elements;The most important factors are supporting facilities,internal environment and service efficiency,while the surrounding environment,transportation and staff clothing are of low importance.(5)There are 7 key indicators to be improved in sports theme hotels,including internal environment,supporting facilities,intelligent facilities,service efficiency,decoration style,room theme and activity experience;There are five secondary improvement indicators,including transportation,surrounding environment,service skills,equipment features,and regional display;There are three indicators of over-performance,including geographical location,equipment operation and staff clothing;There are four indicators for continuous maintenance,including operation and use,service attitude,service details and service price.(6)The service quality development problems of China’s sports theme hotels include poor internal environment,imperfect facilities and equipment,inadequate intelligent construction,low staff service efficiency,and poor theme experience.It is proposed to renovate old hotel facilities,maintain and update room facilities,put intelligent equipment into use,and provide intelligent services;Enhance staff quality,build staff performance management system,and introduce professional service talents;Define the theme positioning,create the theme environment and atmosphere,develop the theme products,innovate the theme activity services,and refine the service quality optimization strategy of sports theme hotels.