Analyze To Service Quality And Influencing Factors Of Scenic Area

The scenic area is in the core status of six essential factors "the traffic,visiting, accommodations, the food, shopping, the amusement" in the traveling industry.At present, as the essential factor of traveling industry, the scenic area is weak link inthe Chinese traveling industry.According to the data statistics demonstration, the touristrequesting to the traveling scenic area rise, the service quality problem is quiteprominent, and became the key to influence scenic area development. Which factors arevital roles to scenic area service quality development? We should analyze the influencefactor of scenic area service quality.This article discuss concept and content of scenic area, service quality, scenic areaservice quality by the modern quality management theory, the system theory, the needtheory, the sustainable development theory and the method. On the base of theSERVQUAL model construct "the theoretical model of scenic area service quality"according to the scenic area service quality's content and characteristic. Questioningvolumes are designed by Parasuraman, Zeithamal, the Berry's22 essential factors ofservice quality. Using analysis of variance of the MATLAB sum up the spatialdifferences between the service expectation and the understanding of staff to the touristservice expectation, between the staff to the tourist service expectation and realityservice transmission to tourist, between reality service transmission to tourist and thetourist sensation service, between the tourist sensation service and the tourist serviceexpectation.Refers to the SERVQUAL five stratification, tangibility, reliability, responsiveness,assurance, empathy are analyzed, Scenic area service quality evaluation criteria isanalyzed; According to the result scenic area service quality influencing factors aresummarized. According to scenic area staff's investigation, influencing factors arecarded on the regression analysis by MATLAB, influencing factors validity are provedfinally. According to influencing factors important degree, five factors may be dividedthree grades: the scenic area staff satisfaction; the scenic area service management andthe scenic area organization culture; the scenic area coordination communication andthe scenic area facility equipment. On the base of the scenic area service quality influencing factor author suggestedthat the personalization scenic area employee manages tactics, subtle service managingtactics, scenic area organization culture, scenic area inside and outside communicationtactics, scenic area facilities managing tactics. These provide a reference for scenic areaservice quality. The standardizing scenic area service quality model , technologicalprocessing scenic area service quality control model, the total scenic area service qualitymodel, individual scenic area service quality model are structured.