Keywords
SERVQUAL model
Tourists’ perception
Tourists’ expectation
Ciqikou
Submitted : 2024-07-29
Accepted : 2024-08-13
Published : 2024-08-28
Abstract
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.
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