| China has won the protracted battle against poverty,and now has entered a period of comprehensive rural revitalization,which provides an opportunity for the development of rural tourism scenic spots in ethnic minority areas,and is of great significance for inheriting and protecting ethnic minority culture,developing regional economy,increasing farmers’ income,and rationally deploying the industrial structure.However,with the influx of more and more tourists into rural scenic spots,scenic spots have also highlighted a series of tourism service quality problems,which seriously restricted the tourism development of rural scenic spots,and aroused widespread attention from scholars.This paper selects the Shazi Nanzhuang tourist scenic spot in Yanhe County,Tongren City,northeast Qianbei as a case study for study,mainly considering that it is one of the key projects of the new 4A-level scenic spots in the same period that can enter the province’s tourism boutique route,and is promoted to the whole country together with heavyweight scenic spots such as Baili Rhododendron and Gui’an Cherry Garden,and the scenic spot is a tourist scenic spot based on rural landscape and coexistence with local residents,which has certain representativeness and typicality.On the basis of drawing on the research results of predecessors on the quality of tourism services in scenic spots,this paper constructs a set of tourism service quality evaluation index system exclusive to Shazinanzhuang scenic spots,with 9 first-level evaluation indicators and20 second-level evaluation indicators,and designs a questionnaire according to the first and second level evaluation indicators,and collects survey data from the aspects of tourists’ perception of the importance and satisfaction of evaluation indicators by using the method of online distribution of questionnaires.Then,after using statistical analysis method and SPSS data analysis software to process 347 valid questionnaires,and then using traditional IPA analysis method to analyze the data,the results showed that there were 5 indicators in the dominant area and 6 indicators in the maintenance area,and 4 indicators in the improvement area.Limited by the limitations of traditional IPA analysis method,this paper takes the satisfaction of a single index and the partial correlation coefficient of the overall satisfaction of each index as the data of extended importance,instead of the tourist’s self-reported importance data,and uses the modified IPA analysis method for data analysis,and the results show that there are 2 indicators in the dominant area,8 indicators in the maintenance area,and 5 indicators in the opportunity area and 5indicators in the improvement area.According to the analysis results,this paper puts forward countermeasures to improve the tourism service quality of Shazinanzhuang scenic spot,firstly,focus on improving the service quality of the area,improve the infrastructure construction of the public rest area,enrich and build the Tujia culture in the scenic area,reasonably increase and layout toilets in the scenic area,and the service tracking ability of service personnel should be timely and enrich the entertainment activities within the scenic spot;The second is to improve the service quality of the opportunity area,do a good job in the catering service level inside and outside the scenic spot,improve the service ability of the service personnel in the scenic spot,improve and enrich the local dishes,and highlight Tujia cuisine;The third is to continue to pay attention to maintaining the service quality of the district,continue to do a good job in the attractiveness of local characteristic tourism products,and continue to establish good local rural customs and folk customs;The fourth is to continue to maintain the service quality of advantageous areas,continue to do a good job in the higher and better accommodation service level of the locality,and continue to provide clear and clear tour guidance for tourists. |
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