Evaluation And Promotion Of Scenic Area Service Quality

Scenic spot service quality is directly related to the survival and development of scenic spots,tourists to the scenic spot actual perception determines the service quality of scenic area.This study takes The Temple of Quyuan scenic area for example, from the perspective of tourists to the Temple of Quyuan scenic spot service quality was analyzed. Firstly, the related concepts and theories were discussed; secondly according to the characteristics of scenic area service, constructing index system from a facility, service, image, service quality and other aspects of the formation of the scenic spots, Quzi Temple scenic area service quality questionnaire. After the survey, the visitors and the expert consultation, the scale was modified.Based on the formal research, using exploratory factor analysis concluded 5 dimensions of Quzi Temple scenic area service quality, using variance analysis discusses the relationship between the 5 dimensions and the tourist demographic properties of the service quality, the final conclusions are as follows:(1) the scenic Quzi Temple service quality includes reliability, responsiveness, assurance the five dimensions of empathy, and culture;(2) the overall evaluation of the scenic tourist Quzi temple is higher, and the 5 dimensions of service quality, the assurance, responsiveness, reliability, empathy, cultural evaluation from high to low;(3) there was a significant difference in the sex tourists "the reaction of" and "culture"; there are significant differences in the "care" of different age tourists; tourists in different occupation "responsiveness", "reliability", "guarantee" and "culture". There are significant differences in the different month of income levels of tourists in the "response", "caring", "reliability", "guarantee", "cultural", there is a significant difference.The research results on the basis of the discussion of Quzi Temple scenic area service quality promotion recommendations:(1) pay attention to the building repair and protection;(2) perfect service facilities;(3) enhance the scenic Qu cultural experience;(4) the types and characteristics of rich tourist souvenirs;(5) improve the overall quality of scenic area staff;(6) to enhance the degree of attention to visitors. The problems of this study are:(1) the scientific nature of the scale is to be tested;(2) the representative of the sample is insufficient;(3) the variance analysis is limited by the number of samples. In the follow-up study, it should be noted that:(1) the multi dimension research area service quality;(2) to explore the relationship between demographic attributes and service quality.