基于游客感知的景区服务质量评价研究——以黄姚古镇为例

Research on the Service Quality Evaluation of Scenic Spots Based on Tourists’Perceptions--Taking Huangyao Ancient Town as an Example

基于游客感知视角,本文采用问卷调查法进行实地考察,对景区服务质量评价开展研究。研究过程以黄姚古镇为样本,将SERVQUAL模型应用于古镇景区的服务质量调查问卷中,依据SERVQUAL模型的五个维度对古镇的服务质量进行定量研究,将五个属性依据古镇景区的现状分解成22个评价指标,并对这22个评价指标进行实际感受与期望值的比较。结果发现,古镇存在景区基础设施不够完善、服务质量不够可靠、服务水平一般等服务质量问题,五个属性中响应性和有形性得分较低,说明这些问题对古镇旅游发展产生了不良影响。

From the perspective of tourists’perceptions,this article adopts the questionnaire method for fieldwork and researches the evaluation of service quality in scenic spots.The SERVQUAL model is applied to the service quality questionnaire of the ancient towns as scenic spots with Huangyao Ancient Town as an example,and the quantitative study of the service quality of the ancient towns is conducted based on the five dimensions of the SERVQUAL model.The five attributes are divided into 22 evaluation indicators according to the current situation of the ancient towns as scenic spots,and the comparison of the actual feeling and the expected value of these 22 evaluation indicators is conducted.The results found that the ancient towns have service quality problems such as insufficient scenic infrastructure,unreliable service quality and not good service level,and low responsiveness and tangibility scores among the five attributes,indicating that these problems hurt the tourism development of the ancient towns.