Research On Service Quality Of Red Tourism Scenic Areas In Liaoning Province From The Perspective Of Kano Theory

As an important part of China’s tourism industry and an important way to promote and carry forward Chinese revolutionary culture,red tourism with abundant resources has developed rapidly in recent years and become a popular tourist destination for domestic tourists to reminisce about history and learn revolutionary spirit.With the continuous upgrading of the tourism market,the needs of tourists are also constantly changing.As an important carrier of red tourism,the improvement of service quality and the satisfaction of customer needs are very important,which is also the key factor for the tourist attractions to enhance competitiveness and influence.Liaoning province is a place with rich revolutionary cultural heritage,and its red tourism resources are abundant.However,there is still much room for improvement in service quality.This study,based on the Kano model,employs literature research,mathematical statistics,questionnaire survey,and online text analysis to comprehensively evaluate the service quality of red tourism attractions in Liaoning Province,with the aim of exploring ways to enhance this quality.The study first analyzes network text evaluations of Liaoning Province’s red tourism attractions,obtained through web crawling software,and applies LDA semantic models to identify high-frequency words and two key themes: educational and cultural elements.This forms the basis for distributing questionnaires to tourists,employees,and managers of the tourism attractions.Drawing on the existing SERVQUAL scale and expert opinions in the field of tourism service assessment,the study designs a 6-dimension,23-item service quality scale,with the dimensions being educational,tangible,empathic,cultural,responsive,and assurance.The collected data is then analyzed in a structured manner using the Kano-IPA method,an integration of Kano theory and IPA analysis,which distinguishes quality characteristics as must-be,performance,attractive and indifferent attributes,and leverages quadrant analysis to derive priorities for maintaining and improving service quality.Finally,specific improvement strategies are proposed based on the prioritization results,providing theoretical support and systematic guidance for enhancing the service quality of the red tourism attractions in Liaoning Province.