基于游客视角的大型博览会服务质量评价研究——以第十届中国(武汉)国际园林博览会为例

Appraisal of Service Quality of Large Exposition from Visitors' Perspective——A Case Study of the Tenth China(Wuhan) International Garden Expo

大型博览会举办时间长、规模大,提升服务质量、做好服务管理是大型博览会主办方的工作重点和难点。本文以第十届中国(武汉)国际园林博览会为例,基于SERVPERF模型构建了武汉国际园林博览会的服务质量评价体系,研究结果显示,从游客感知角度看,影响园博会服务质量的七大因素为:有形性、响应性、安全性、经济性、保证性、可靠性和移情性,游客对有形性和可靠性因素的评价较高;不同背景的游客在服务质量感知方面存在一定差异。男性与女性游客对响应性和可靠性因素的感知存在显著差异。不同年龄层次的游客对可靠性与移情性因素的感知存在显著差异。不同学历的游客同样对可靠性与移情性因素的感知存在显著差异。

Service quality and management are the focus and difficulty of the exposition organizers for the large exposition is usually held for a long time and in a large scale. Taking the Tenth China （Wuhan） International Garden Expo as an example, the paper constructs a service quality appraisal system based on SERVPERF model. The study results indicate that from visitors＇ perception, there are seven factors influencing the service quality of the Garden Ex- po： tangibility, responsiveness, security, economy, assurance, empathy. Visitors have higher recognition of the tangi- bility and reliability of the services. Visitors of different backgrounds have different perceptions of the service quality. There are significant differences between male and female visitors in their perceptions of responsiveness and reliabili- ty aspects. There are also significant differences among visitors of different ages and education in their perception of reliability and empathy.