Evaluation Research On Tourism Service Quality Of Automobile Campground In China

Along with our country tourism and RV tourism booming，leisure tourismconcept has flow in people’s heart. Camping tourism service quality has become a keyfactor in the competitiveness of the industry. How to effectively measure the campingtourism service quality and service quality monitoring and improvement，becamecampground service quality management is the core content.At present,our country about the campground services quality evaluationresearch mostly are qualitative research，quantitative research is relatively scarce. Thisis the total aggregate structure model, was launched. The first part of a study ofdomestic tourism service quality literature and car campground correlation data, hasreviewed. The second part of the main car camping, auto camping and other conceptsare defined, and the service quality gap theory and SERVQUAL evaluation scale asthe theoretical basis for this paper. The third part, on the current Chinese car campingdevelopment present situation as well as the car camping service quality problemswere summarized; The fourth part, in front of the foundation, combining the presentChina car camping development situation as well as the car camping service qualityproblems were summarized, based on which more suitable for Chinese car campingground service quality evaluation scale；The fifth part, case investigation. Accordingto the evaluation scale questionnaire design and in accordance with the scientificprograms in the city of Qingdao Jinshatan Blue Phoenix campsite of the field research,questionnaire consists of two parts, total200questionnaires,195of187validquestionnaires, the data by using Excel and SPSS17.0software. Processing Throughthe statistical analysis and other analytical methods, reached the following mainconclusions:1．Overall, service quality is poor. Tourists and tourist gap between expectation is negative, six dimensions of service quality scores are also negative, although somequestions score well, but are a minority, the majority of services were poor, resultingin an overall service quality level is low, car camping service quality must beimproved for targeted.2．Through the service quality dimensions of regression analysis, the sixdimension to the overall service quality is different, the order from high to low:tangible, experiential, responsiveness, assurance, reliability, empathy.3.Tourists with different demographic variables on the overall service qualityinfluence is different, different age and different education, different forms of travelof tourists on the evaluation of service quality difference is bigger, and differentgender, monthly income, source of tourists on the evaluation of service qualitydifference is not big.The sixth part, summary for car campground service quality and countermeasures from the perspective of human resources management, product angle, theangle of brand policy and remedial services to upgrade and improve. The seventh part,it is conclusion and prospect.