Service quality, performance and tourist satisfaction among rural tourism villages in Jiangxi Province, China: A framework for enhancing tourist satisfaction

Abstract

Rural tourism has gained significant recognition for its potential to drive economic growth and preserve cultural heritage. This study focuses on the relationship between service quality, service performance, and tourist satisfaction in rural tourism villages in Jiangxi Province, China. A survey of 396 tourists was conducted across four key villages: Wangkou, Maodian, Dajueshan, and Gangbei. The study examines five dimensions of service quality (reliability, tangibility, responsiveness, assurance, and empathy) and three dimensions of service performance (operation process, professional ability of service personnel, and degree of perfection of service facilities). The results indicate that both service quality and service performance significantly impact tourist satisfaction, with notable correlations among the various dimensions. Furthermore, the study reveals that higher levels of service quality and performance lead to increased tourist satisfaction and loyalty. Based on these findings, the study proposes a comprehensive framework aimed at enhancing service quality and tourist satisfaction in rural tourism villages. This framework provides theoretical support and practical guidance for stakeholders, including tourism operators and policymakers, to improve service delivery, boost operational efficiency, and ensure the sustainable development of rural tourism in Jiangxi Province.