A Study On Approaches To Improve The Tourism Service Quality Of Xinyang Museum-Based On SERVQUAL Scale

Museum is the epitome of a city’s history,which accumulates the history and culture of a city,and is an indispensable part of the construction of modern social culture.As the experience economy is becoming more and more popular,cultural and cultural tourism with museums as the main tourist destinations has gradually become one of the popular forms of cultural tourism.In addition,the continuous application of emerging technologies has opened up the cultural experience space of museums,expanded the new platform of cultural and tourism consumption,created a new carrier of cultural communication,and provided an important development opportunity for museums to play the value of cultural tourism.In this context,the SERVQUAL service quality evaluation scale is chosen as the model to conduct an in-depth study on the tourism service quality of Xinyang Museum,analyze and find the problems,and then put forward the corresponding strategies.By reading literature,from the museum functions and management,the relationship between museums and tourism,museum and tourist behavior,and so on carding the research status at home and abroad,illustrates the museum tourism,the quality of service concept,as well as the SERVQUAL service quality evaluation model,the expected difference theory,the connotation of tourist satisfaction theory,laid a theoretical basis for research.Based on the current situation of tourism in Xinyang Museum and the existing research results,a service quality evaluation model was constructed,and the methods of questionnaire survey and quantitative analysis were used to conduct sample analysis and factor analysis,so as to further improve the tourism service quality evaluation scale of Xinyang Museum and determine the six dimensions and 22 evaluation factors of service quality evaluation.According to the evaluation results of tourism service quality of Xinyang Museum,this paper analyzes the existing problems of service quality and the causes of the problems,and puts forward targeted strategies to improve service quality.The research shows that the tourism service quality of Xinyang Museum needs to be improved.The complete and accurate text introduction of exhibits,the extensive knowledge and professional explanation of the interpreter,the ability of the service personnel to quickly provide services to the audience in need of help,understand the needs of the audience and provide personalized services for different groups are below the expectations of tourists.Through the summary,it is found that the reason lies in the hardware facilities of Xinyang Museum are not perfect,human resources need to be strengthened,and the operation mode is not good.The research points out that in view of the imperfect hardware facilities,it is necessary to increase the investment in science and technology and enrich the interpretation of collections to improve the hardware facilities and deepen the tourism experience.In view of the problems to be strengthened in human resources,it is necessary to improve the management system,adapt to the development of The Times,change the service concept of people-oriented,strengthen personnel training,and cultivate high-quality talents to improve the service consciousness of service personnel.To solve the problem of poor operation mode,it is necessary to innovate the operation mode and establish the brand image by innovating cultural and creative products,improving digital construction and expanding marketing channels.