Research on Service Quality Improvement Strategies of Rural Tourism

Abstract

Rural tourism, as an indispensable part of rural revitalization, has attracted more and more attention, and deficiencies have been exposed while in the ascendant. During his research on rural tourism service quality, the author develops a rural tourism service quality evaluation scale using the SERVQUAL model and designs a questionnaire accordingly. Q county is selected as the empirical research object of rural tourism service quality, and tourist satisfaction is taken as the entry point to analyze the overall evaluation of rural tourism service quality in Q county so as to carry out factor analysis. Taking rural tourism service quality as the difference between perceived service quality and expected service quality, correlation analysis and regression analysis of the two and tourists’ satisfaction were conducted respectively to explore the relationship between rural tourism service quality and tourists’ satisfaction. The highest score in the comprehensive evaluation of tourists’ satisfaction with rural tourism service quality is reliability (3.49), and the lowest is responsiveness (3.36). The cumulative variance contribution of tangibility, reliability, responsiveness, assurance and empathy was 81.426%. The correlation coefficients of expected tangibles, reliability, responsiveness, assurance and empathy with tourist satisfaction were all less than 0.3, while perceived tangibles, reliability, responsiveness, assurance and empathy were all greater than 0.5. Tourist satisfaction was positively correlated with tangibles, reliability, and responsiveness, but had little correlation with assurance and empathy.