Research On The Evaluation And Improvement Of Rural Tourism Service Quality In Ju Count

In recent years,Juxian has thoroughly implemented the important deployment of "implementing the rural revitalization strategy",excavated the local tourism resources and promoted the leap-forward development of rural tourism in Juxian.However,due to the relatively backward economic development and the late start of rural tourism development in Juxian,there are still some deficiencies in the construction of rural tourism infrastructure,rural tourism service management and innovation of rural tourism products.Starting from the basic theoretical research,this paper sorts out and defines the basic concepts of rural tourism and rural tourism service quality,and systematically summarizes the research progress of rural tourism and rural tourism service quality at home and abroad.Starting from the realistic background of rural tourism in Juxian,based on the theories of life cycle and perceived value of the tourist destination,and taking the rural tourism service quality in Juxian as the research object,this paper constructs the evaluation system of rural tourism service quality in Juxian.Through on-the-spot investigation and questionnaire,the satisfaction degree of rural tourism in Juxian was investigated and the evaluation results were obtained.By using the extreme value method and entropy method,the comprehensive index of rural tourism service quality level in Juxian is obtained through multi-objective weighted summation.Based on the analysis of the evaluation and calculation results,it was found that the service quality of rural tourism in Juxian was inadequate,and a service quality value perception model was constructed based on the structural equation model.The impact mechanism of value perception was explored from the perspective of tourists.Combined with the impact mechanism,aiming at the existing problems and deficiencies,the paper puts forward feasible countermeasures and suggestions for improving the service quality of rural tourism in Juxian.Based on the analysis of research process and results,the following research conclusions are drawn:(1)Juxian rural tourism based on the advantages of resources development,the planning system gradually improved,rural tourism projects to promote faster,tourism facilities continue to improve,the marketing and publicity effect is significant,the industry regulatory measures are appropriate,commodity development is effective,the level of education management significantly improved.(2)Juxian rural tourism has limited appeal to elderly tourists.Tourists are mainly Juxian locals.The convenience of taking public transport has a significant impact on the quality of tourism services.At present,Fulai Mountain is the most famous scenic spot in Juxian rural tourism.(3)Juxian’s rural tourism service quality score is 0.659,which belongs to the "medium quality" level.There are still many problem factors that need to be improved.Among them,board and lodging quality score 0.833 belongs to "higher quality" grade,service quality score0.776 belongs to "medium quality" grade,ecological environment score 0.627,infrastructure score 0.606 belongs to "general quality" grade,tourist value perception score 0.416 and landscape quality score 0.323 belong to "lower quality" grade.It can be seen that high-quality board and lodging and humanized service are the main driving forces for the development of rural tourism in Juxian,while landscape quality and tourist value perception are the short boards that restrict the development of rural tourism in Juxian.(4)The effects of accommodation quality,service quality,landscape quality,ecological environment and infrastructure on tourists’ value perception decrease in turn.The quality of accommodation and service are the dominant factors in the development of rural tourism in Juxian,which requires steady development and vigorous development based on advantages.The development of landscape quality is relatively backward,which requires full development based on advantageous resources;The development of ecological environment and infrastructure is relatively good.In the case of limited budget for later development,if reasonable allocation of resources is required,the investment can be appropriately reduced while maintaining a high-quality state.(5)Propose the following feasible ways to improve the existing problems: First,enrich the participatory projects of rural tourism and broaden the group of consumer tourists;The second is to fully tap the rural culture and highlight the cultural connotation of Juxian rural tourism products;The third is to renovate the local ecological environment and promote the benign development of scenic spots;The fourth is to improve the scenic spot management mechanism and optimize the assessment process;The fifth is to improve the rural tourism infrastructure and improve tourists’ satisfaction perception;The sixth is to strengthen the training in tourism professionals and improve the service and reception level.