Research On Improving Wedding Tourism Service Quality In Rizhao Based On Tourists' Satisfactio

As a compound tourism product,wedding tourism plays an important role in the development of tourism economy.The development of wedding tourism has driven dozens of industries.Combined with the huge potential market of the wedding industry and consumers’ attention to wedding,it shows that the wedding tourism industry has a solid foundation,broad prospects and great potential.In recent years,the development of wedding tourism in Rizhao has achieved initial results,and has become an important part of the development of tourism in Rizhao.In the process of the development of wedding tourism,the problems in its service are also exposed one by one.How to improve the service quality and improve the satisfaction of tourists with wedding tourism has become an urgent problem for the industry.Therefore,it is the priority to promote the healthy and sustainable development of wedding tourism in Rizhao City to reasonably evaluate the current wedding tourism service quality and propose solutions to the problems existing in the service.This paper takes Rizhao wedding tourism service quality improvement strategy as the research goal,establishes Rizhao wedding tourism evaluation system with the help of SERVQUAL model,analyzes the influencing factors and existing problems of Rizhao wedding tourism service quality combined with structural equation model,and puts forward Rizhao wedding tourism service quality improvement strategy according to the research results.The main conclusions are as follows:(1)There are three types of wedding tourism resources in Rizhao: sea,mountain and flower.At present,the development of wedding tourism has obvious advantages in resources,culture,economic growth and policies,but it also faces the challenges of diversified tourist needs,personalized services and lack of competitiveness.At the same time,it also faces the opportunities of environmental policy,economic transformation and project construction,as well as the problems of wedding tourism development,infrastructure Disadvantages in talent training and publicity effect.(2)The wedding tourists in Rizhao mainly show the following characteristics: located inland,low-income and relatively stable,young people aged 20-30;Wedding tourism in Rizhao City mainly focuses on wedding photography and wedding celebration services,and there are few other types of services.The average satisfaction of tourists with the service quality of wedding tourism in Rizhao City is between 2-4 points.The satisfaction of tourists with indicators such as natural environment,infrastructure,completion of commitments and consistency of publicity with reality is high,while the satisfaction of tourists with indicators such as personalized service,timely handling of tourists’ complaints,employee initiative and comprehensiveness of employees’ handling problems is low.(3)There are the following problems in the service quality of wedding tourism in Rizhao.First,in terms of the comprehensive quality of employees,their appearance and behavior are casual,lack of professionalism,and poor consideration of the interests of tourists.Second,in terms of tourism transportation,the transportation in the wedding tourism base is inconvenient and the accessibility is poor.Third,in terms of facilities,infrastructure needs long-term maintenance,safety protection awareness of various facilities needs to be strengthened,and investment in the construction of new facilities needs to be increased.Fourth,tourism enterprises:basic services are not timely,personalized services need innovation,tourists’ complaints or complaints are not handled in time and satisfactorily,tourism enterprises are lack of professionalism,and there is a lack of characteristic wedding tourism enterprises.(4)The SEM model of wedding tourism service quality in Rizhao is established.The tangibility,reliability,responsiveness,assurance and empathy of service quality have a significant positive impact on tourist satisfaction;The influencing factors of wedding tourism service quality in Rizhao City are mainly reflected in five aspects: natural environment,tourism facilities,tourism transportation,comprehensive quality of employees and tourism enterprises.Natural environment mainly refers to the appropriate climate,sunny beach,vast and beautiful sea view,warm air,green plants covering the whole city,and the integrity and safety of tourism facilities,The convenience of tourism transportation is one of the basic conditions for tourists to experience wedding tourism activities.The comprehensive quality of employees and the professionalism of tourism enterprises are the necessary factors to meet the ultimate purpose of wedding tourism.(5)Based on the above research conclusions,this paper puts forward reasonable suggestions for the improvement of wedding tourism service quality in Rizhao from the two aspects of influencing factors and existing problems:(1)promote tourism infrastructure construction,safety publicity and tourism transportation planning;(2)Build brand enterprises,brand products and brand services,and improve the enterprise system;(3)Train professional wedding tourism staff.