Research on the Construction and Application of Service Quality Evaluation Models for Scenic Spots:Taking Chongqing Ciqikou as an Example

In the current environment of increasingly fierce competition in the tourism industry,service quality has become crucial for enhancing the competitiveness of scenic spots.This paper uses the SERVQUAL model to design a service quality evaluation questionnaire that captures the gap between tourists’expectations and perceptions,using the Ciqikou Scenic Spot as a case study.Data collected from field surveys are used to comprehensively and meticulously evaluate the service quality of the Ciqikou Scenic Spot.The analysis results show that the scenic spot,with its unique folk culture experience and beautiful ecological environment,has certain advantages in terms of service quality.However,significant deficiencies exist in infrastructure and environmental hygiene.Accordingly,targeted improvement suggestions are proposed to further enhance the service quality of the Ciqikou Scenic Spot and meet the increasingly diverse and personalized needs of tourists.This study provides not only a specific service quality improvement strategy for the Ciqikou Scenic Spot but also a valuable reference for other tourist attractions.

Image-building of Tourist Destination based on TIS——With Old Ciqikou Town in Chongqing as a Study Case

This paper analyzed tourism resources in Ciqikou Town,summarized the town's tourism status by using questionnaire survey method.Tourism status of Ciqikou Town showed as follows:the narrow range of target market,the low consumption level with young or middle age base,lack of international promoting activities with low recognition,frequently returning of tourists with high reputation and lack of distinctive characteristics.Although having good resources,specific image-building of tourism was still lacked in the town.To promote sustained and rapid development of tourism in Ciqikou Town,based on TIS(Tourism Image System),the author gave suggestions to image-building of Ciqikou Town from the following 3 aspects:MIS(Mind Identity System),BIS(Behavior Identity System) and VIS(Visual Identity System).