Study On Service Quality Improvement Of PuZheHei Scenic Spot Tourism Homestays

With the development of domestic rustic tourism economy and wellness tourism,the public is more and more inclined to niche and characteristic tourist destinations and tourist accommodation.As a non-standardized,leisure and entertainment type of accommodation,tourist homestays provide tourists with a way of life and tourism that is different from traditional hotels and public daily life through strong regional cultural characteristics and active host-guest interaction.More and more tourists who prefer a personalized experience.Under such a development prospect,more and more entrepreneurs and capital have poured into the homestay industry.Whether it is a niche or a popular tourist destination,the number of tourist homestays has grown rapidly.While the homestay industry is booming,relevant government departments have also issued relevant policies to rationally divide and plan travel homestays.However,on account of the lack of relevant management experience of some travel homestay entrepreneurs,while the homestay industry is booming,many shortcomings have become increasingly prominent,which makes the service quality of travel homestays affect the experience of tourists and even the healthy development of homestay industry.Based on this background,this paper uses the theory of customer perceived service quality,tourism consumer behavier and the service quality gap model built by PZB as the theory,and selects Yunnan Puzhehei scenic spot,which has achieved initial results in the development of tourism homestays in recent years,as a research case.Literature research method,questionnaire method and quantitative analysis method,combined with the characteristics of tourist homestays,build a tourist homestay service quality gap model and an applicable SERVQUAL evaluation scale.Expected value,actual perceived value and tolerance value,analyze the service quality of tourist homestays in Puzhehei Scenic Area,explore the existing problems,and then evaluate the service quality and come up with suggestions for improvement.The author draws on the SERVQUAL evaluation scale of PZB,and combines the characteristics of Puzhehei tourism homestay to modify it,adding cultural dimension,and thus constructs the index system for Puzhehei travel homestay service quality evaluation,design Questionnaire on service quality of Puzhehei scenic spot tourist homestays.Through on-the-spot investigation and online comment research on the development status of Puzhehei scenic spot and Puzhehei scenic spot tourist homestays,as well as the problems in the development of Puzhehei tourist homestays,combined with the sample data collected by the questionnaire,we can deeply understand tourists’ perceptions of Puzhehei tourism and the evaluation of the service quality of the homestays,also the problems in the service quality.Then using SPSS software to conduct data analysis of the questionnaire,and conduct IPA analysis with the expected value as the importance index and the actual perceived value as the performance index,and finally based on the data analysis results,Strategies and suggestions are put forward to improve the service quality of Puzhehei scenic spot tourist homestays.This research attempts to provide ideas and specific measures to improve service quality for the operators of Puzhehei tourism homestays,thereby improving tourists’ satisfaction and loyalty,increasing the operating income of tourism homestays,establishing a travel homestay brand with Puzhehei characteristics,and promoting the Puzhehei tourism and tourist homestays in there develop healthily and upwardly.