Study On Service Quality Evaluation And Improvement Of Tourism B&B From The Perspective Of Tourists' Perception

With the transformation of public tourism demand from sightseeing to leisure vacation,as well as the vigorous development of rural tourism,tourism B&B as a new form of non-standard accommodation,through creating an interaction space between the host and the guest,providing a kind of life concept and lifestyle which is different from the public daily life,favored by more and more tourists who pursue personalized travel experience.In recent years,a lot of capital poured into the tourism B&B industry,tourism B&B have exploded in some popular tourist destinations.However,due to tourism B&B operator lacks professional management experience,as well as there is no uniform industry code,many problems have been highlighted day by day with the booming development of tourism B&B industry.Thus the service quality problem of tourism B&B has emerged one after another,seriously affect the development of tourism B&B even the whole tourism industry.In this context,this paper starts from the perspective of tourists' perception,the Customer Perceived Service Quality Theory,Revised PZB Service Quality Gaps Model and SERVQUAL valuation method were used as theoretical supports.The ancient town of Lijiang in Yunnan province was selected as the case study.Literature research,expert interview,questionnaire survey and related mathematical statistics were used.The service quality gap model and SERVQUAL scale were adjusted according to the characteristics of tourism B&B services.This paper constructed the service quality evaluation model of tourism B&B combined with interviews with experts and senior practitioners in the tourism B&B industry and questionnaire survey on tourists.Based on tourists' expectation and actual perception of the service quality of tourism B&B in the case,this paper analyzes the gap of service quality and evaluates the service quality of tourism B&B.The author referenced and revised the five dimensions of SERVQUAL scale—Reliability,Responsiveness,Assurance,Tangibles and Empathy,according to the characteristics of tourism B&B add security and cultural dimensions,determined the factors influencing the service quality of tourism B&B,thus,the evaluation indexsystem of service quality evaluation of tourism B&B is constructed.The evaluation model of tourism B&B was constructed following the idea of ‘Initial scale—Evaluation and correction of initial scale by interviewing—Final scale'.By sorting out the development of the general situation of Lijiang Ancient City,visiting case sites for field research,the author deeply understood the development status and existing problems of the tourism B&B market through questionnaires and in-depth interviews.SPSS23.0 software was used for mathematical statistical analysis of the questionnaire data,multiple linear regression analysis was used to determine the weight of each dimension of service quality of tourism B&B.Taking the expected value as the horizontal axis and the actual perceived value as the vertical axis,this paper analyzes the improvement strategies of each evaluation index of the service quality of B&B facilities through IPA matrix analysis.Combined with the overall level of service quality analysis finally put forward the tourism B&B service quality improvement strategy.This paper draws the following conclusions:(1)According to the characteristics of tourism B&B industry,this paper modifies and adds dimensions and indicators in the SERVQUAL model,constructs a service quality evaluation model based on tourists' perception.Through mathematical statistical analysis of the survey data,it is verified that the service quality evaluation scale of tourism B&B constructed in this paper can be effectively applied to the service quality evaluation of tourism B&B.(2)Through gap analysis,it is concluded that the overall score of perceived service superiority gap(SQ1)of tourism B&B of Lijiang ancient town is-0.71.It indicates that there is still a 0.71 point gap between the overall service quality level of tourism B&B and the tourists' overall expected service quality level in Lijiang ancient town;the overall score of perceived service adequacy gap(SQ2)is-0.10.It indicates that the overall service quality level of tourism B&B of Lijiang ancient town is 0.10 points lower than the lowest acceptable value of tourists,and is outside the tolerance zone of tourists.Therefore,the overall service quality of tourism B&B of Lijiang ancient town is not high.(3)Through multiple regression analysis,it is concluded thatthe importance of the overall evaluation on the service quality of tourism B&B is in the order of Security,Reliability,Tangibles,Cultural,Responsiveness,Empathy,Assurance.(4)The author sums up that it is necessary to give play to the role of government,industry association and tourism B&B operator.Appropriate optimization strategies are adopted at each level to improve the output of service quality,so as to continuously improve tourists' perception of the service quality of tourism B&B and ensure the sustainable,healthy and high-quality development of the industry.(5)This study provides the operators of tourism B&B with reference ideas and specific countermeasures,which is conducive to the sustainable,healthy and high-quality development of the tourism B&B industry in China.