Evaluation And Improvement Of Service Quality Of Langya Mountain Red Scenic Area

In recent years,with the development of the tourism industry,people generally choose to go out of their homes to the tourist attractions to experience the natural scenery.In 2021,the state introduced a number of policies such as "carrying forward and inheriting the red culture" and "promoting the high-quality development of red tourism and building a demonstration area for the integrated development of red tourism",reflecting the main tone of red tourism.The development of red tourism and the promotion of high-quality development of red scenic spots are of great significance for carrying forward the national spirit.The service quality of scenic spots has a direct impact on tourist satisfaction and public praise,and is an important indicator to reflect the competitive advantage of scenic spots.How to improve the service quality of scenic spots has become a practical problem with research value.This paper studies the service quality of Langya Mountain Red Scenic Area in order to find the problems in the service quality of Langya Mountain Red Scenic Area and improve it.First,analyze the research background,significance and research status at home and abroad of this topic,collect and sort out relevant theoretical reviews,including service quality,SERVQUAL model,analytic hierarchy process and visual management.Secondly,the service quality evaluation index system of Langya Mountain Red Scenic Area is constructed.Based on the original five dimensions of SERVQUAL model and the red education characteristics of Langya Mountain Red Scenic Area,the service quality evaluation index system of Langya Mountain Red Scenic Area is constructed and verified.At the same time,AHP is used to determine the weight of indicators at all levels of the service quality evaluation index system of Langya Mountain Red Scenic Area and check the consistency.Then,according to the service quality evaluation index system of Langya Mountain Red Scenic Area,a questionnaire is designed to evaluate the expected service level and actual perceived service level of Langya Mountain Red Scenic Area,and the reliability and validity of the questionnaire are analyzed.SERVQUAL model is used to evaluate the expected perceived service level of Langya Mountain Red Scenic Area.Finally,according to the evaluation results of the service quality of Langya Mountain Red Scenic Area,the existing problems in the service quality of the scenic area are summarized,and targeted improvement plans are proposed.