Service Quality Evaluation of Ancient City Scenic Spots Based on Tourists' Perceptions: An Example of Qingzhou Ancient
From the perspective of tourist service perception, this study is the first to evaluate the service quality of the Qingzhou Ancient City tourist scenic area. The study adopts the SERVQUAL model and modifies it into a tourist service quality model specifically designed for ancient city scenic area...
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| Main Authors: | , |
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| Format: | Article |
| Language: | en |
| Published: |
2023
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/42127/1/Service%20Quality%20Evaluation%20of%20Ancient.pdf http://ir.unimas.my/id/eprint/42127/ http://myjms.mohe.gov.my/index.php/ajact |
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| Summary: | From the perspective of tourist service perception, this study is the first to evaluate
the service quality of the Qingzhou Ancient City tourist scenic area. The study adopts the
SERVQUAL model and modifies it into a tourist service quality model specifically designed for
ancient city scenic areas to measure the gap between tourists' perceived service quality and
expected service quality in the context of the ancient city scenic area. The study also examines
the influence of each dimension of this model on tourist satisfaction. Qingzhou Ancient City is
chosen as a case study because it has a relatively high rating among ancient city scenic areas
in China. The results indicate that tourists' overall satisfaction with the service in Qingzhou
Ancient City is average. Among the six dimensions of this model, "historical and cultural
significance," "assurance," and "empathy" are identified as key predictors of tourist
satisfaction. This paper discusses the research findings and elucidates their managerial
implications. |
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