Research On Service Quality Improvement Of JRS Scenic Spot Based On SERVQUAL Model

In China,the tourism industry has developed rapidly in recent years,and the impact of service quality on the competitiveness of tourist attractions is also increasing.Therefore,the managers of tourist attractions should pay enough attention to how to effectively measure the service quality level of the scenic spots and improve the service quality in the daily operation and management of the scenic spots.Nowadays,the situation of the new crown pneumonia epidemic is still severe,and the managers of tourist attractions must combine the new situation of normalization of the epidemic to solve new problems in the service quality of tourist attractions.In this context,this thesis takes Jinan JRS scenic spot as the research object,measures its service quality,and puts forward suggestions for improving service quality.After sorting out many literatures on using SERVQUAL model to measure service quality,the following conclusions are drawn: Although many scholars have studied how to evaluate the service quality of tourism,but few scholars have done so under the background of the current new crown pneumonia epidemic.,to study how to evaluate the service quality of tourist attractions.Therefore,this thesis uses the SERVQUAL model as the theoretical basis,combined with the special background of the normalization of the new crown pneumonia epidemic prevention and control,takes the JRS scenic area as the research object,and designs a service quality evaluation model with 5 dimensions and 22 indicators.This thesis uses the method of questionnaire survey to collect data,and uses a variety of analysis methods,and finally draws an overall evaluation of the service quality of JRS scenic spots.Inconsistency,lack of systematic management system and other issues,take this as a theoretical basis,combined with the analysis of the importance of dimensions and the background of normalization of epidemic prevention and control,put forward to improve the efficiency of facility maintenance and update,improve the service ability of staff,and pay attention to fulfilling service commitments,establish a systematic management system,meet the personalized service needs of tourists,and continue to take strict epidemic prevention and control measures to improve service quality.