Evaluation Of Red Tourism Service Quality In Shaoshan

The National Tourism Administration pointed out that Chinese tourism need to temper endeavour in the next five years.We must deepen the reform of tourism industry under the guidance of the All-for-one Tourism.One of the important reform measures is to optimize the service and improve the efficiency of the tourism industry.Tourism is one of the typical representatives of the service industry,Tourism service is becoming more and more important.Red tourism service has the function of Ideological and Political Education.For its service quality evaluation,we need to consider some particularities.Combing and analyzing related literature,it is found that there are still some shortcomings in the research of red tourism service quality evaluation.It is mainly reflected in the establishment of evaluation system,the adaptability to the times and the application of evaluation methods.Therefore,to explore a red tourism quality evaluation system which can reflect the characteristics of red tourism and be more comprehensive and objective can promote the deepening of the research on the service quality of red tourism,and also provide ideas for improving the service quality of the existing red tourist attractions.The construction of this evaluation system is mainly based on the latest national service standard documents,service quality evaluation model and the reality of Shaoshan.It mainly consists of five evaluation dimensions and thirty-five evaluation items.The selection of the research method is based on the integration analysis of SERVQUAL and IPA.The actual situation of the Shaoshan red tourism service quality is analyzed by using the scale of the SERVQUAL model and the calculation of the difference value of the expected perception,and the expected perceived data of the SERVQUAL is used as the basic data of the IPA analysis to obtain the order of the evaluation dimension and the project of the red tourism service in Shaoshan.So as to provide guidance for improving the quality of service.Constructing the evaluation system is the core part of the whole research and the basis of field research.Based on the evaluation system,this paper designs a questionnaire about the service quality evaluation of red tourism in Shaoshan.The data of the survey are statistically analyzed,and then the expected difference value is obtained according to the calculation method of SERVQUAL model.And according to the IPA analysis method,we get the four quadrant figure of Shaoshan red tourism service quality evaluation.According to the evaluation results,the expectation of tourists in Shaoshan is slightly higher than the perceived value,and the service quality of red tourism is satisfactory.The article constructs the evaluation system and applies it to the field research to prove the rationality of the system.The result of survey data is comprehensive and objective after applying SERVQUAL and IPA integration analysis.It also shows that the evaluation method is more appropriate.