基于servqual的乡村民宿服务质量提升——以金寨县大湾村为例

Research on Service Quality Improvement of Rural Homestay Based on Servqual:A Case Study of Dawan Village Jinzhai County

随着乡村振兴战略的实施,以及疫情后出境游转国内游,跨省游转周边游,消费者对乡村民宿的需求快速增长。在满足消费者对民宿安全、品质需求的同时,多数由村民自主经营、参与接待的乡村民宿服务质量问题降低了旅游者对乡村民宿服务的满意度。以servqual量表为基础,构建了包括5个一级指标、22个二级指标的乡村民宿服务质量评价量表,结合金寨县大湾村旅游者对乡村民宿的服务感知调查结果,通过信效度分析、因子分析和加权质量差距分析,对乡村民宿服务质量及游客感知差距进行评价。结果表明,构建乡村民宿服务质量指标体系科学合理,具有一定的可行性;大湾村乡村民宿服务质量与旅游者期望质量还存在一定差距,差值为-0.431。基于评价结果,提出提升大湾村乡村民宿服务质量的相关建议。

With the implementation of the rural revitalization strategy,as well as the transformation of outbound travel to domestic travel and cross-provincial travel to neighboring areas after the epidemic,consumer demand for rural homestays has grown rapidly.In addition to satisfying consumers'demand for safety and quality of homestay services,the quality problems of most rural homestay services independently managed and received by villagers reduce tourists'satisfaction with rural homestay services.Constructed based on the servqual scale,including five level index,22 secondary index of rural home stay facility service quality evaluation scale,combination of jinzhai DaWan Village tourists service perception survey results of rural home stay facility,through the analysis,factor analysis and reliability and validity of the weighted quality gap analysis,evaluate the rural home stay facility service quality and perception gap.The results show that the construction of rural homestay service quality index system is scientific and reasonable,has a certain feasibility;There is still a certain gap between the service quality of rural homestays in Dawan Village and the expected quality of tourists,and the difference value is-0.431.Based on the evaluation results,some suggestions are put forward to improve the service quality of dawan village homestay.