基于游客感知的景区服务质量评价研究——以黄姚古镇为例  

Research on the Service Quality Evaluation of Scenic Spots Based on Tourists’Perceptions--Taking Huangyao Ancient Town as an Example

作　　者：杨兴华 邱焱 陈炎坤 李小青[1] YANG Xinghua;QIU Yan;CHEN Yankun;LI Xiaoqing(Guangxi Vocational&Technical College Nanning,Guangxi 530226;Nanning University Nanning,Guangxi 530226;Macao University of Science and Technology Macao,China 999078)

机构地区：[1]广西职业技术学院,广西南宁530226 [2]南宁学院,广西南宁530226 [3]澳门科技大学,中国澳门999078

出　　处：《中国商论》2022年第14期68-70,共3页China Journal of Commerce

基　　金：乡村振兴战略下广西古镇旅游品牌形象提升路径研究(桂职院〔2019〕176号)。

摘　　要：基于游客感知视角,本文采用问卷调查法进行实地考察,对景区服务质量评价开展研究。研究过程以黄姚古镇为样本,将SERVQUAL模型应用于古镇景区的服务质量调查问卷中,依据SERVQUAL模型的五个维度对古镇的服务质量进行定量研究,将五个属性依据古镇景区的现状分解成22个评价指标,并对这22个评价指标进行实际感受与期望值的比较。结果发现,古镇存在景区基础设施不够完善、服务质量不够可靠、服务水平一般等服务质量问题,五个属性中响应性和有形性得分较低,说明这些问题对古镇旅游发展产生了不良影响。From the perspective of tourists’perceptions,this article adopts the questionnaire method for fieldwork and researches the evaluation of service quality in scenic spots.The SERVQUAL model is applied to the service quality questionnaire of the ancient towns as scenic spots with Huangyao Ancient Town as an example,and the quantitative study of the service quality of the ancient towns is conducted based on the five dimensions of the SERVQUAL model.The five attributes are divided into 22 evaluation indicators according to the current situation of the ancient towns as scenic spots,and the comparison of the actual feeling and the expected value of these 22 evaluation indicators is conducted.The results found that the ancient towns have service quality problems such as insufficient scenic infrastructure,unreliable service quality and not good service level,and low responsiveness and tangibility scores among the five attributes,indicating that these problems hurt the tourism development of the ancient towns.

关 键 词：黄姚古镇 游客感知 服务质量 SERVQUAL模型 景区管理 

分 类 号：F592[经济管理—旅游管理]