Research On The Tourist Service Quality In Historical And Cultural Scenic Spots

In recent years,the tourism industry has developed rapidly and shifted from high-speed growth to high-quality tourism development.However,due to the arrival of a new era of tourism,tourism has become an urgent need for people to live a happy life and an important indicator to measure the standard of modern living.Tourists have more and more rich experience in tourism,people's beautiful spiritual and cultural needs are increasingly prominent,and the requirements for service quality are increasingly high.At the same time,tourists have changed from material consumption tendency to spiritual tendency.They are no longer a single demand for sightseeing and pay more attention to tourism experience.Willingness to revisit is the embodiment of tourists' recognition level of scenic spots,which is also closely related to tourists' actual tourism experience.Based on the above background,from the perspective of tourists,this paper will explore the evaluation system of service quality table in historical and cultural scenic spots,explore the mechanism of influence of service quality,flow experience and willingness to revisit in scenic spots,and explore the moderating effect of cultural motivation and education level in the process of influence of service quality on flow experience.The purpose is to help scenic spots find problems in service quality in scenic spots,enable tourists to obtain better tourist experience,enhance market competitiveness of scenic spots,improve the reputation of revisit and recommendation intention,and enhance the comprehensive benefits of scenic spots.On the basis of reviewing domestic and foreign scholars' theoretical research on tourism service quality evaluation,willingness to revisit and flow experience,and according to western scholars' historical and cultural scenic spot service quality scale,this paper forms the scenic spot service quality evaluation index by combining experts and tourists' interviews.According to the S-O-R model,the concept model of this paper is put forward with scenic area service quality as independent variable,flow experience as intermediate variable and revisit intention as dependent variable.The influence of scenic area service quality on flow experience and revisit intention,and the differences of cultural motivation and tourists with different education levels in this influence are discussed.In this paper,the historical and cultural scenic spot Hulishan Battery in Xiamen,China is selected,and 404 valid questionnaires are analyzed empirically by means of questionnaires and SPSS software.The conclusions are as follows:The first is to form a historical and cultural scenic area service quality index with high reliability and validity according to exploratory factor analysis,confirmatory factor analysis and other tests,including 5 dimensions and a total of 36 items.Among them,there are 8 items of tangibility,9 items of communication,10 items of responsiveness,5 items of consumption and 4 items of empathy.The second is to verify that the quality of service and its five dimensions have significant positive effects on flow experience and willingness to revisit.Flow experience has significant positive effects on willingness to revisit and it plays an intermediary role in the relationship between quality of service and willingness to revisit.The third is to verify the moderating effect of cultural motivation and educational level on the relationship between service quality and flow experience through hierarchical regression and grouping regression respectively,that is,the stronger the cultural motivation of tourists,the stronger the positive effect of perceived service quality on flow experience;The higher the education level,the stronger the ability to receive information,and the stronger the positive impact of service quality on flow experience.To some extent,this paper enriches and develops the theoretical and methodological research on the service quality of historical and cultural scenic spots,expands the service quality evaluation scale of such scenic spots,constructs a new mechanism model of the impact of service quality of historical and cultural scenic spots on tourists' flow experience and willingness to revisit,and verifies the relationship by using the method of statistical regression analysis of data,thus enriching this research field from an empirical perspective.At the same time,it makes up for the lack of ignoring tourists' motivation and type characteristics in previous studies,and also adds theoretical results of demographic variables as regulatory variables.Finally,according to the above conclusions,this paper puts forward management suggestions on how to improve the service quality,promote tourists' flow experience and revisit intention in Hulishan battery scenic spot,and expounds the research deficiencies and possible research directions.