Study On Service Quality Improvement Of Qingxiu Mountain Scenic Spot In Nanning City

With the advent of the era of experience economy,the demand of tourism consumers for tourism quality is increasing,and the service quality of scenic spots has gradually become a key factor affecting their core competitiveness.Therefore,how to accurately and scientifically evaluate the service quality level of scenic spots,analyze the existing problems,and formulate feasible improvement plans are important topics in the operation and management of scenic spots.Nanning Qingxiu Mountain Scenic spot is a traditional mountain scenic spot in Guangxi with outstanding natural endowments and obvious geographical advantages.In this paper,based on the tourists’ perception of mountain scenic spot,the service quality of Qingxiu Mountain scenic spot of Nanning is selected as the research object.Through field investigation and questionnaire survey,the service quality assessment scale of Qingxiu Mountain Scenic spot is constructed based on the service quality gap model(SERVQUAL),and statistical analysis tools are used to analyze the tourist survey data samples of Qingxiu Mountain scenic spot.Through data analysis methods such as factor analysis and reliability analysis,six dimensions of service quality of Qingxiu Mountain scenic spot are obtained: tangibility dimension,ecological dimension,assurance dimension,empathy dimension,reliability dimension and responsiveness dimension.Based on the data analysis results of the service quality gap model,the gap between the service quality of Qingxiu Mountain scenic spot and the demand of tourists was established through the combination of Probit regression analysis and IPA.Finally,combined with the reasons for the gap of service quality problems in Qingxiu Mountain scenic spot of Nanning city,the main strategies to improve the service quality of Qingxiu Mountain scenic spot are studied and proposed,including the implementation of facilities quality improvement project,standardizing the tourist order of scenic spot,improving the quality of staff and service process,perfecting the traffic construction inside and outside the scenic spot and improving the coping mechanism for emergencies.