中国端砚文化村遗产旅游服务质量评价研究

针对中国端砚文化村旅游景区服务质量管理上的不足,景区的游客满意度较差,游客人数稀少的问题,本文在服务质量理论及相关文献的基础上,对文化遗产旅游的服务质量评价进行了探索.对Servqual模型做了适应性调整.设计了适合端砚文化村的景区服务质量调查问卷.通过对问卷数据的分析,对景区的游客满意度和服务质量现状做出了科学评价.

Study on Service Quality Measurement of Culture Heritage Travel

Chinese duan-ink stone culture village is a scenic area taking the duan-ink stone craftsmanship, which is national intangible cultural heritage. The travel program in Chinese duan-ink stone culture villages was invested by municipal government of Zhaoqing, Guangdong province in 2004. It is a comprehensive program including the change from the village to a variety of functions such as tourism, shopping, collection and cultural communication. Although the villages rich in cultural and natural scenic resources, currently the program has poor performance, and the service quality problem is the key issue. The service quality measurement in this field based on literature reviews and service quality theory was explored. At first, the Servqual model was adjusted in order to suit the service quality of travel in Chinese duan-ink stone culture village. Secondly, based on the model developed previously, a questionnaire was designed to survey the perception of tourists. Finally, on the basis of the data, an objective evaluation about the satisfaction of tourists and the service quality of travel in Chinese duan-ink stone culture village was given.