Positivism Study On The Nongjiale Tourism Service Quality Evaluation Based On SERVQUAL

With the booming development of Nongjiale tourism industry in China,the service quality of visitor attractions has been a crucial factor for competition.How to efficiently evaluate and improve the service quality is a kernel question for service management of Nongjiale tourism.Now,in China most studies about tourism service quality evaluation are qualitative.Starting from home and broad theories on service quality of visitor attractions,the author determined to use Gap Theory and SERVQUAL instrument as theoretical basis.After a series of literature reading,focus interview,visitor interview,expert consultations,an instrument for assessing nongjiale industry service quality is developed. Under this background,this text takes Hangzhou as an example and does some preliminary surveys and researches.This paper makes use of SPSS13.0 to Analyze 351 effective questionnaires which get from 400 questionnaires.The main Conclusion are as follows: 1.This study founds the checklist to examine the service quality of the nongjiale.This checklist includes the six facets and 24 survey items. The six facets are "Tangible","Reliability","Empathy"," Responsiveness","Assurance" and" rural".2.There is significant difference between users' expectation and perception of nongjiale.The nongjiale companies and governments can enhance service quality by improving all the items,particularly those worse.