Research On Service Quality Evaluation And Improvement Of Rural Hotel In Dazhai Village,Longji Town

For a long time before the outbreak of COVID-19,due to the promotion of rural tourism and relevant national policies,China’s rural hotel industry has gradually developed and expanded,and has become an important means of population inflow,regional and ethnic cultural inheritance,infrastructure improvement and local residents’ income growth and prosperity in China’s rural areas.However,during this period,the overall performance of the service quality of China’s rural hotels was not high,and various forms of service contradictions and disputes were common.Moreover,this situation has hindered the long-term development of China’s rural hotel industry,which is not conducive to the realization of the goals of population inflow,regional and national cultural inheritance,infrastructure improvement and local residents’ income growth and prosperity in China’s rural areas.In addition,in the normalization prevention and control stage of the domestic COVID-19,the improvement of the service quality of rural hotels will help to enhance the willingness of domestic tourists to go out,thus contributing to the recovery of China’s rural tourism and rural hotel industry.Therefore,the improvement of the service quality of rural hotels is not only conducive to the long-term development of China’s rural hotel industry and the better realization of relevant goals,but also conducive to the recovery of China’s rural tourism and rural hotel industry in the normalization prevention and control stage of the domestic COVID-19.Therefore,it is necessary to select a typical case to study the current situation of its rural hotel service quality,find the existing problems and deficiencies,and put forward corresponding countermeasures,so as to promote the improvement of the rural hotel service quality in the case,and provide some reference for the improvement of the rural hotel service quality in other regions of China.Finally,this paper makes an in-depth study on the current situation of rural hotel service quality in Dazhai village,Longji town by using SERVQUAL scale,and draws the following three conclusions: in terms of indicators,the mean value of the gap between two indicators in the responsiveness dimension is positive,which are indicator 8: employees are willing to help customers solve their difficulties or troubles during check-in,indicator 9: employees cooperate with tacit service patience,At the same time,there are also two indicators in the empathy dimension whose mean value is positive.They are indicator 16: employees are proficient in using Mandarin,and indicator 19: employees provide flexible and convenient business hours based on customer needs.The average difference of other indicators is negative,but their specific conditions are different.In terms of dimensions,the mean difference between the seven dimensions of tangibility,reliability,responsiveness,assurance,empathy,culture and innovation is respectively:-0.28,-0.12,-0.04,-0.26,-0.05,-0.44,-0.92,and the above seven dimensions can be divided into three levels.The first level includes reliability,responsiveness and empathy,and the second level includes tangibility,assurance and culture,The third level includes the dimension of innovation.In general,the SQ value is-0.21,which is negative but not very small.Therefore,although the overall performance of Dazhai Village Rural hotel service quality is insufficient,customers still recognize its overall performance to a certain extent.