Research On Countermeasures For Service Quality Improvement Of A Tourism And Leisure Block Based On Kano-IPA Model

In recent years,under the theme of high-quality development,tourism has gradually become a basic demand in people’s life,and also an important sign to measure the quality of people’s life.As tourists’ travel experience becomes richer,people’s demand for beautiful spiritual culture becomes more prominent,so their requirements for service quality become higher.With the publication of the list of the first batch of national tourism and leisure blocks,tourism and leisure blocks have increasingly become a hot research object.Tourism leisure block is a kind of space with distinct cultural characteristics,which combines leisure and tourism,and also conforms to the development trend of high quality tourism.The quality of service has a long-term impact on the development of tourism and leisure blocks.We should take targeted measures to solve the problems of service quality in tourism and leisure blocks as soon as possible.This paper takes A tourism and leisure block as the case.This paper determines20 elements of service quality according to existing literature and collects data through questionnaires.Based on the survey results,the quality attribute of the service quality of A tourism and leisure block is classified.Firstly,IPA method is used to make A quadrant analysis of service quality elements,and then Kano model is used to classify elements.Finally,the priority order of service quality elements improvement in A tourism and leisure district is determined by integrating KANO-IPA model.The study found that the spatial layout of blocks,block accessibility,block tour route setting,block theme characteristics and so on belong to the charm attribute elements;leisure and entertainment and richness of block activities are essential attribute elements;block navigation system and block building historical restoration are expected attribute elements;tourists attach the most importance to the three elements of block tour route setting,block accessibility,block festival activities leisure and entertainment.Then,it is concluded that the priority order of maintenance is leisure and entertainment of block festival activities,block tour route setting,block activity tourist participation,block space layout,block theme characteristics;the priority of improvement is the richness of block activities,block navigation system,block building restoration degree,block accessibility,timely response of block service staff,block tourist complaint mechanism,block can take care of special tourists.Finally,the paper puts forward five countermeasures and suggestions to improve the service quality of A tourism and leisure block,including enriching the block activities,perfecting the block navigation system,improving the historical and cultural experience of the block,enhancing the accessibility of the block and improving the comprehensive quality of service personnel.