贺州市旅游景区服务质量提升策略分析

Strategies for improving service quality of tourist attractions in Hezhou

当前游客越来越看重旅游中的体验感,而旅游景区提供服务质量的优劣对消费者体验产生重要的影响,随着旅游业的发展,旅游景区也愈发注重提升景区服务质量。使用SER VPER F评价模型,借鉴“PZB五要素属性”和具体细化的SERVQUAL量表,以广西壮族自治区贺州市为案例地,设计调查问卷并进行数据收集,运用SPSSAU软件对数据进行数理分析。通过实证分析发现移情性、保障性两个要素对景区服务质量有正向影响关系,有形性、可靠性、响应性三个要素对景区服务质量影响不显著;从旅游交通、旅游基础设施建设、景区服务水平、管理方式等方面提出建议,以期对贺州市旅游景区服务质量提升有所助益。

At present,tourists pay more and more attention to the sense of experience in tourism,The quality of service provided by scenic spots has an important impact on consumer experience,With the development of Tourism,Tourist attractions also pay more attention to improving the service quality of scenic spots.Using SERVPERF evaluation model,Learning from“PZB five element attributes”and specific detailed SERVQUAL scale,Taking Hezhou City of Guangxi Zhuang Autonomous Region as an example,designing questionnaires and collect data,analyzing by spssau software.Through empirical analysis,it is found that empathy and supportability have a positive impact on the service quality of scenic spots,The three elements of tangibility,reliability and responsiveness have no significant impact on the service quality of scenic spots,Suggestions are put forward from the aspects of tourism transportation,tourism infrastructure construction,scenic spot service level and management mode,it may help to improve the service quality of tourist attractions in Hezhou.