| To build a modern socialist country in all respects,we must,first and foremost,pursue high-quality development.The high-quality development of the tourism industry affects the international competitiveness and sustained influence of China’s tourism services,and the quality of tourism services is the core competitiveness of tourism enterprises.The tourism industry has experienced the impact of the COVID-19 in the past three years,and consumer travel demand has been suppressed for a long time.According to relevant data,after the cancellation of the communication itinerary card "star" on the website of the Ministry of Industry and Information Technology in June 2022,the search volume for popular tourist destinations on Ctrip Travel increased by over 300% compared to the previous day.It is predicted that the demand for tourism consumption will be strong in the future,and more high-quality tourism products need to be provided to meet market demand.Ctrip Group actively responds to the call of the Ministry of Culture and Tourism for high-quality development,catering to the market’s demand for high-quality tourism products,and has launched a top-down tourism service quality improvement project internally.Ctrip Travel has enabled consumers to post comments on its platform through internet technology,thus accumulating a large amount of online text information and becoming an important source of data for tourism research.The sales display of Shanxi tourism and vacation products on Ctrip Travel covers the basic elements and conditions of tourism and vacation products,covering all product forms,involving all related services such as technology,operations,customer service,finance,etc.,accumulating numerous online text information data output by tourism consumers to provide data support for this article.Based on the above background and research conditions,this article conducts research and induction through relevant literature,summarizing the concepts,research methods,and theories involved in this article,providing basic support for the research.Researching the detailed information of Ctrip travel website and Shanxi tourism vacation products helps to have a deeper understanding and understanding of the research subjects.Using collection tools and based on the designed collection logic,preprocess the network text information after collection,extract and analyze word frequency,gain a preliminary understanding of consumer service perception,and also prepare for ISM interpretation of structural model coding.Apply the combination of ISM interpretive structural model method and service blueprint method.By explaining the structural model,identify the different hierarchical reasons that affect the quality of tourism services,and then use the service blueprint method to locate the problems and causes,so that the research can be applied to practical work,forming a closed loop for service quality problem mining research.Finally,based on the factors or issues found in the research process and results that affect service quality,the following conclusions can be drawn:(1)The ultimate goal in achieving tourism service quality goals is value-added services,target audience,and consumer emotions;(2)The fundamental factor in achieving these many goals is to improve the service quality of grounding personnel;(3)The improvement of the service quality of the ground personnel is consistent with the keyword results in the top word frequency ranking;(4)To achieve the goal of improving the quality of tourism services,optimization and improvement can be carried out in the order of local service personnel-emergency response-humanistic care-platform rules-product design-local service projects,transportation services-epidemic prevention and control,service commitment-cultural promotion,enterprise image-valueadded services,target audience,and consumer sentiment;(5)"Outbreak prevention and control" has emerged among the causes and objectives,which stems from the special background of the COVID-19 epidemic in the past three years;(6)From the overall reasons and goals,it basically presents a direct progressive change in the process of consumer service delivery,platform supporting services,and then the intangible value of image culture;(7)From the perspective of the reasons and objectives of the service process,there are basically changes in the quality of service in sales,from after-sales service quality to pre-sales service quality.Finally,based on the conclusions,develop a plan for improving the quality of tourism services.This study is based on the author’s own work experience and MTA professional learning experience to study the service quality of tourism and vacation products in Shanxi.The innovations are as follows: firstly,the scope of research on tourism service quality has been expanded.Expanding from focusing on issues related to group service as the research object to the entire service process and relevant support departments;Secondly,the research method has been combined,combining the previously relatively independent ISM interpretive structural model method with the service blueprint method,making the research more meaningful and problem localization more accurate;Thirdly,this article has developed a spiral closed-loop model based on network text information,using content analysis and ISM interpretive structural model methods to explore service quality issues.Through field research,a service blueprint is drawn,and the problem is accurately located using the service blueprint method,and an improvement path plan is developed.Improve services to provide consumers with better tourism and vacation products throughout the entire chain of services.After consumers consume,they output new online text information,circulate,and continuously optimize and improve. |
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