The Influence Of Digital Rural Tourism Service Quality On Tourist Satisfaction

With the development of society and the continuous improvement of information technology,integrated new business forms have become a new engine for tourism development.The continuous deepening of information technology and digitalization has boosted the rapid development of tourism and broadened the space for economic growth of tourism development.Based on the research of domestic and foreign literatures on digitalization,informatization,intelligence and rural tourism,this thesis constructs a model that service quality is the antecedent variable of tourist satisfaction by referring to ACSI satisfaction theory,SERVQUAL model,Gronroos’ customer perception service quality model and PZB gap model.Factor analysis,correlation analysis and regression analysis are used to analyze the relationship between service quality and satisfaction of digital rural tourism.The conclusions are as follows: The SERVQUAL scale is applied to the study of digital rural tourism,and the Servqual scale is optimized into 5 dimensions and 26 indicators as the evaluation index system of service quality expectation-perception.The overall satisfaction of tourists,the satisfaction of digital tourism services,whether to recommend them to relatives and friends,and whether they have the intention to visit again are taken as the satisfaction evaluation index system.Through comparative analysis of digital rural tourism service quality expectation and actual perception,it is concluded that each index of expected service quality is between 4.22 and 4.54,the mean value of perceived service is between 3.41 and 4.02,and the mean difference of perceived expectation of each dimension is between-0.66393 and-0.56493,both of which are negative.The average value of tourist expectation is greater than the perception.It indicates that tourists are not satisfied with the service quality level of the scenic spot.Tourist satisfaction is negatively correlated with tangibility,reliability,responsiveness and assurance of expected service quality of digital rural tourism,and positively correlated with empathy.Tourist satisfaction is positively correlated with tangibility,assurance,reliability and responsiveness of digital rural tourism perceived service quality,and negatively correlated with empathy.The tangibility,reliability and responsiveness of the overall service quality of digital rural tourism have a positive and significant correlation with tourist satisfaction,but have little correlation with reliability and empathy.Therefore,in order to improve tourist satisfaction and manage tourist expectations well,tourists’ tourism experience should be strengthened,all dimensions of digital rural tourism service quality should be improved,and service quality system should be improved.Reduce the expectation-perception gap,meet the expectations of tourists,improve the level of service quality.