Study On The Ice Snow Tourism Quality Empirical Based On The Tourists Perception

The ice snow tourism in entertainment, viewing, ice and snow sports as the main form,participation in the modern strong tourism product.It combines the participation and ornamental, associated with strong industrial relevance and other significant characteristics, very stimulating and challenging, favored by tourists all over the world love.Along with the accelerated process of economic globalization, the reform and opening up,China’s rapid economic development and improvement of people’s living standards, the development of the tourism industry has encountered the hitherto unknown development opportunity.At the same time, the competition between tourist attractions have become increasingly intense, intense and globalization, tourism service quality becomes the key competitive success lies.The quality of service has become the tourists in the scenic area can be an important factor in high quality tourism experience, tourists can feel the high quality service is the foundation of obtaining reputation and establish a good scenic tourist market image, scenic spot is to obtain a stable tourist amount is the basic guarantee for the sustainable development of scenic areas, the source of.How to effectively evaluating scenic area service quality level, and the quality of service for the sustained and stable improvement has become the key to sustainable development of scenic area service location.Taking the scenic area service quality evaluation is the core content, first to domestic and foreign service theory and tourism service quality theories of quality research and analysis in many aspects, com-prehensile sum-metrication concept, the service quality of scenic spots, the characteristics of elements and the service quality of scenic spot of the relevant evaluation method. The theoretical basis about the service quality literature in domestic and foreign research,combining theory and practice, the service quality theory is applied to the ice snow tourism.Through empirical research, to investigate the importance and satisfaction of service between the index and the two cross om-parison and evaluation, and construct the research model,thus for tourism managers provide suggestions and measures to improve the quality of service.In this study, through theoretical analysis of servicequality and service quality in tourism related theory, combined with the ice snow tourism, in the comprehensive analysis and reference on the basis of previous studies to establish the evaluation index system of ice snow tourism service quality, and then through the way of questionnaire survey,Descriptive analysis, reliability and validity analysis, IPA analysis method, in-depth analysis of the survey data, and proposes the countermeasures and suggestions to improve the ice snow tourism scenic area service quality, and ultimately enable the level of tourism experience quality tourism destination customer continued improvement, I hope this research can make a positive effect on the ice snow tourism to me our service quality raise.