Research On Perception Of Tourism Accommodation Service Quality By Domestic Tourists

With the globalization of the world economy, especially after China’s accession to the WTO, the hotel industry as the earliest open industry of China achieved rapid development. The market competition of accommodation industry in our country is increasingly fierce as the rise of local hotels and the foreign well-known hotel brands inbursting into China. Continuous improvement of service quality and customers’ perception level of service quality became the key to win the competition of the accommodation industry market. The prominence of the personalized needs of customers make the traditional service quality improvement strategies which is simply from the perspective of tourist accommodation enterprises gained little success. Therefore, how to take full account of the customers’individual characteristics and their personalized needs, improve the perceived service quality level and satisfaction, become the focus of the research of service quality of the tourist accommodation industry.On the basis of combing and summarizing literature both at home and abroad which is related to service quality connotation, general service quality evaluation methods, hotel service quality evaluation methods, service quality gaps, and the hotel service quality improvement strategies, this paper studied the trend of accommodation service quality evaluation level of domestic tourists, the differences of the perceived accommodation service quality of domestic tourists with different statistical characteristics, and explored the impact factor of perception and evaluation of accommodation service quality by domestic tourists. Besides, research methods including descriptive statistics, regression analysis, independent samples T-test, one-way ANOVA and correlation analysis are used in this paper. Ultimately, the research reached the following conclusions:(1)Both town tourists and rural tourists have a high recognition of tourist accommodation service quality, the percentage of desirability evaluation of both the two kinds of tourists increased year by year, and the amplification of the desirability evaluation percentage by rural tourists is grater. In addition, from point of the average value of evaluation, neither of them is higher than3.95, indicating that the service quality of domestic accommodation industry has a lot of room to improve.(2) Customer’s individual characteristics are important factors to affect the perception level of accommodation service quality. There are very significant differences of the average value of evaluation of customers with different age groups, income levels and travel destination. Besides, there are general significant differences of the average value of evaluation of customers with different way to travel, gender and education level.(3) Travel spending levels and the hotel service quality itself are the main factors affect customers’perceived service quality of accommodation.Finally, based on the theoretical analysis and empirical results, this paper puts forward some specific recommendations to improve the customers’ perceived service quality of accommodation including strengthening the management of customer demand, improving the service quality of accommodation industry and increasing the income of people.