Research On Service Quality Improvement Of Sanya Wedding Travel Photography Based On SERVQUAL

With the continuous improvement of the quality of modern tourism and the continuous iterative upgrading and transformation of people’s consumption concepts,more and more young couples have become diversified,customized,private,niche and exclusive when choosing wedding photography.customization tendency.While exploring diversified wedding travel photography services,how to effectively monitor the service quality of wedding travel photography and effectively improve the service quality problems that arise is a problem that practitioners in the domestic wedding travel photography industry need to think about and solve.In this paper,the SERVQUAL model is selected as the theoretical basis for research,and a research on the improvement of the service quality of Sanya wedding travel photography is carried out.Through five dimensions(tangibility,competence,communication,credibility,empathy),22 comprehensive evaluation indicators were selected,SERVQUAL evaluation model was constructed,and the weights of the five dimensions were assigned(entropy value method),so as to calculate The SQ value of the service quality of Sanya travel photography.For further analysis,the author uses the quadrant analysis method to analyze and improve the 22 comprehensive evaluation indicators according to four dimensions: the advantage improvement area,the effort maintenance area,the opportunity development area,and the key improvement area.Butler service,professional team and product design,practical marketing and promotion plan,and improvement of the quality of dresses and bridal shops,etc.,put forward suggestions for improvement.Finally,through independent sample T test and one-way ANOVA,the relationship between these 6 demographic variables and 5dimensions(tangibility,competence,communication,credibility,empathy)characteristics was further explored.For the follow-up Provide ideas for better in-depth research on subdivisions.In this paper,through the SERVQUAL evaluation model to improve the service quality of Sanya travel photography,it has strong pertinence,and the conclusions drawn through the selected improvement indicators and data analysis provide a reference for Sanya wedding photography company,which has certain advantages.theoretical value and practical significance.