Research On The Improvement Of Tourism Service Quality In Qinghai Lake Scenic Area

Tourism service quality construction is the basis of tourism development,the most effective way to show local historical and cultural connotation and enhance the attraction of scenic spots and an important indicator to reflect the level of tourism development.Tourists also pay more and more attention to the experience of service quality in the process of tourism.However,at present the domestic experience results of service quality of scenic spots are relatively lacked and inferior service quality problems often appear such as a lot of complaints on tourism reception and tourism market disorder,which seriously hinder the sustainable development of scenic spots.Moreover,Qinghai Lake scenic area is in an important period of opportunity for development.While giving full play to its resource advantages,it is urgent to continuously improve the quality of tourism service in the scenic area to promote the further tourism development of Qinghai Lake.With the tourism service quality of Qinghai Lake scenic spot as the starting point and the research on the improvement of the tourism service quality of Qinghai Lake as the research problem,the paper establishes the evaluation model of the tourism service quality of Qinghai Lake scenic spot through SERVQUAL model,explores the existing problems and causes of the tourism service quality of Qinghai Lake scenic spot through the questionnaire survey and then puts forward the countermeasures for the improvement of service quality.Firstly,the general situation and development of Qinghai Lake scenic spot is introduced and the development and current situation of tourism service quality in Qinghai Lake scenic spot is analyzed.Secondly,research methods such as survey questionaire,statistical analysis method and interview are adopted to establish a more scientific and reasonable evaluation index for the service quality of scenic spots.Then questionnaires are designed,distributed and collected.Through the efficacy and evaluation analysis of the questionnaire results,the main factors affecting the service quality of scenic spots are obtained to find out problems of the service quality of Qinghai Lake scenic spot and analyze the reasons;thirdly,starting from the six dimensions of the evaluation model and aiming at the specific problems existing in each dimension,targeted strategies to improve the service quality of Qinghai Lake scenic spot is proposed to be carried out so as to improve the service quality of the scenic spot.This study provides specific countermeasures for improving the quality of tourist service in Qinghai Lake scenic spot and has a practical guiding importance for improving the quality of tourist service in the scenic spot of Qinghai Lake.It is also expected that it can provide certain reference value and reference significance for the tourism management practice of other ecological and natural scenic spots and plateau ethnic areas to improve the service level and accelerate the construction of tourism services,thus realizing the common improvement of the interests and benefits of all parties.