Study On Service Identity Of Chongqing Hot Spring Tourism

Under the industrialization of hot spring tourism and the policy of creating "hot spring city" in Chongqing, the number t of large hot spring resorts, whose main functions are leisure and holiday spending, is increasing heavily. By the year of 2010, the "ten springs in five regions" project will have been fully completed. In order to achieve the healthy development, we must strive to expand their awareness and enhance their reputation, and build their good corporate identity. A corporation's service identity is a kind of overall views and objective evaluation associated with service sense, service skills, and management of service. Good or not of the service identity, will affect not only the products sales, but also the overall identity or even the competitiveness of enterprises. In the context of Chongqing government's policy----to build the "hot spring city ", studying the service identity of hot spring tourism in Chongqing, can not only be helpful to enrich the theory, but also provide some reference to the overall brand identity of Chongqing's "hot spring city".Based on previous studies, through the methods of literature research, interviews, etc. the pre-service questionnaire of service identity on hot spring tourism is made, and then the formal questionnaire is formed after analysis. The dimension of service identity includes tangible service carrier, service attitude and awareness, service skills, and service management and coordination. Through the sample survey on 400 tourists and employees in five hot springs among "ten springs in five regions",327 valid questionnaires are received, and the effective recovery rate is 81.75%. Through descriptive statistics, independent sample T test, and variance analysis of the statistics, results are showed as follows:(1)Visitors'evaluation on service identity of Chongqing hot spring tourism is in the middle level, and evaluation on tangible physical carriers is in the highest level, while evaluation on the service attitude and awareness in the lowest level. Different visitors of occupations have significant differences in evaluation on service identity of Chongqing hot spring tourism. The differences mainly lie in service attitude and awareness, service skills, and service management and coordination. Visitors of different education background, age, gender, and income have no significant difference in overall evaluation of service identity, but the tourists with higher education and visitors of 19-27 and 28-55, have lower evaluation on service attitude and awareness, service skills, and service management and coordination than others.(2)Employees'evaluation on service identity of Chongqing hot spring tourism is in the middle to upper level, and evaluation on tangible physical carriers is in the highest level, while evaluation on service skill in the lowest level. Employees of different education background have significant differences in evaluation on service identity of Chongqing hot spring tourism. Employees of different income have significant difference in service attitude and awareness. Employees of higher monthly income have a comparatively higher evaluation than the lower ones.(3)Employees and visitors have significant difference in evaluation on service identity and various dimensions, and employees have a comparative higher evaluation than tourists. On physical carrier of service, employees and visitors have the biggest difference in evaluation on information of official website and publicity materials and pictures. On service attitude and awareness, the warm and patient service are more accepted by employees and visitors, but a comparatively lower evaluation on professional knowledge and service Language. On service management and coordination, there is a biggest difference in concerns and resolve of dissatisfaction and complaints among employees and visitors.Based on the above study, several suggestions to enhance the service identity of Chongqing hot spring tourism are given:(1) to maintain the advantages and features, and enhance the visible display of service identity; (2) to create a good service atmosphere, and enhance the service awareness; (3) to enhance professional knowledge training, and improve the quality of employees; (4) to keep effectively management of visitors comments, and enhance the service results monitoring.