Research Of The Promotion Of Festival’s Service Quality

With the development of our country’s festival industry and the arrival of serviceeconomy，tourists are no longer limited to traditional tourism, recreation and shopping.In order to acquire the unique experience, they prefer satisfying their requirements, nomatter physically or mentally. Several factors such as the environment, the contents ofservice, the attitude and standard of the staff，will affect tourist satisfaction. Therefore,the service quality is the key to sustainable development. To get long-term profit andexpansion, the operator should provide high-quality service, comfortable and satisfiedexperiences. Though achieved great success, our country’s festival still has a lot ofproblems, like incomplete management system, simple facilities, low-level attitudeand skill of the personnel.Thus study on the service quality in the vigorous development of festivalactivities has the vital significance to the management of festival service quality. Thispaper selects the evaluation of the service quality as a key, uses the evaluationmethods to research the festival service. Besides the study takes Qingdao InternationalBeer festival as an example, so as to discuss the key quality and existent problems ofthe beer festival.The paper summaries the situation of festival service and introduces the QFDmethod and the Kano model in detail. Then it applies the QFD theory and Kanomodel to the evaluation of the service quality.The research uses the QFD method to understand the needs of tourists, and thenestablishes the house of quality to analyses the service quality. Next, the paper utilizesthe Kano model to divide the service elements into five quality attributes, and itrelates the must-be quality attribute, the one-dimensional quality attribute and theattractive quality attribute with the QFD matrix，then works out these attribute’squality structure. And from the matrix relationship between service requirement andfestival service quality factor, we will find out the key factor of service qualitythrough the questionnaire survey. Based on the Kano model and the refinement Kano model, the paper discusses the tourist’s potential opinion on service quality andacquires the priority improving attributes of high importance. At last, combining theQFD method with the Kano model, we can get the key factor that need to beimproved and offer rational basis for the operators. Accordingly, from the point oftourist’s view, effective and targeted strategy can be used for improving the quality offestival’s service. By analysis, this paper are expected to work out an applicablemethod for judging service quality, which is widely used to diagnose existed problemsand provide useful information such as how to improve service quality.The study on the service quality of Qingdao International Beer Festival indicatesthat the key factors which need to be improved: reasonable rest facilities, the use of toilet, the operating process when enter and exit the Century Plaza, a good festival atmosphere, the entertainment activities, marketing and promotion activities, service of thestaff and volunteer, the processing timeliness of the visitors’ views.