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旅游业是新兴的朝阳产业,越来越多的企业开始涉足旅游行业。以游客感知为基础的旅游景区服务质量评价,对提高游客满意度和景区服务质量,实现旅游景区可持续发展具有重要意义。在借鉴相关研究成果的基础上构建了旅游景区服务质量评价分析模型并以响沙湾旅游景区为例,进行实证评估研究。通过对沙漠旅游旺季游客问卷调查进行分析,揭示出了旅游景区在旅游旺季时服务质量方面存在的问题,并针对问题提出相应的提升策略。
Tourism is a new sunrise industry, more and more enterprises began to get involved in the tourism industry. The evaluation of the service quality of tourist attractions based on tourists ’perception is of great significance to improve the tourists’ satisfaction and service quality of the scenic spots and realize the sustainable development of tourist attractions. Based on the relevant research results, this paper constructs the evaluation model of service quality of tourist attractions and takes the scenic area of Xiangsha Bay as an example to conduct the empirical evaluation research. Through the analysis of tourists questionnaire in the peak season of desert tourism, it reveals the problems existing in the service quality of tourist attractions during the tourist peak season and proposes the corresponding promotion strategies according to the problems.