Research Of The World Cultural Heritage Tourist Attractions Service Quality Scale

With the change of consumer demand,cultural tourism has gradually become the new fashion pursued by people’s lives.The tourism based on culture is more and more welcomed.As a high-level cultural heritage area,World Cultural Heritage is more attractive to tourists than other scenic spots.With the increasing demand of tourists for the quality of tourism services,the problems of World Cultural Heritage tourist attractions have also become increasingly prominent,and the high levels of tourist attractions do not coincide with the feedback of tourists.As a special category of high-level tourism scenic spots,World Heritage Sites do not have special scales to measure the services quality,and their scale development research are still relatively lacking,then it will difficult to provide more targeted suggestions.This study limited the scope of tourist attractions to the world cultural heritage,aiming at the development of the World Cultural Heritage tourist attractions service quality.First,through the literature review,I reviewed the research results related to the tourism of the World Cultural Heritage and the service quality of the tourist attractions,and defined the World Cultural Heritage tourist attractions service quality.Then,the project pool was established through a combination of literature analysis and in-depth interviews,After the expert evaluation the formation of the World Cultural Heritage tourist attractions servicequality initial scale;repeated exploratory factor analysis to test revised measurement scale,and the use of confirmatory factor analysis and second-order confirmatory factor analysis to further confirm the scale,form the official list of the World Cultural Heritage tourist attractions service quality.Finally,use the criterion-related validity to test the relationship between the service quality of tourist attractions in the world’s cultural heritage and tourist satisfaction and tourist loyalty.Then,the following conclusions are drawn:The World Cultural Heritage tourist attractions service quality is composed of five dimensions: service commitment,service knowledge,service display,service empathy and service coordination.The scale has a good reliability and validity,the model fitting effect is good,which is an ideal measurement model.Through the construction of the World Cultural Heritage tourist attractions service quality scale,this study aims to provide a theoretical basis for the study of the World Cultural Heritage tourism scenic spots and to provide some management suggestions for the regulator of scenic spots.