乡村旅游企业服务质量对游客重游和推荐意愿等产生重要影响。本论文以BCM模型为基础,提出3维度的初始测评模型。论文对顾渚村150家乡村旅游企业457名游客进行问卷调查,有效问卷415份,通过因子分析对初始模型进行相应修正,形成乡村旅游企业服务质量测评模型,由技术、功能、环境和硬件质量四维度及其下的18个题项组成。论文运用该测评模型,以模糊综合评判方法进行评价,计算出各维度结果分别为3.92、3.69、3.78、3.6,总服务质量结果3.78。计算表明,游客对其服务质量总体是满意的;对于技术、环境和功能质量比较认同;对硬件质量认同度一般。论文认为乡村旅游企业应从合理定价、服务准时、告知注意事项、合作关系、外包等方面提升服务质量;管理部门应设立相关机构,从规范、建立劳务市场、协调关系等方面规范和指导企业发展;游客可以通过四维度了解服务水平,从选择产品、安排行程和出行方式等方面提高旅游体验。

The service quality of rural tourism industry has profound influence on the visitors' revisit and recommendation willingness. Also, it plays a fundamental role in the sustainable development of rural tourism. Based on the BCM model, this essay proposes the initial assessment model composed of three dimensions, i.e. technical quality, functional quality and environmental quality. We made the questionnaires to the 457 tourists from 150 tourism industries in Guzhu village to test the validation of the model. According to the data collected from 415 effective questionnaires, we revised the initial assessment model by using factor analysis. The new model consists of four dimensions: technical quality, functional quality, environmental quality, infrastructure quality, as well as 18 items under each dimension. By using the new model, the essay assesses the service quality of rural tourism enterprises in Guzhu village through fuzzy comprehensive evaluation method. The results show that scores of the technical quality, the functional quality, the environmental quality and the infrastructure quality are respectively 3.92, 3.69, 3.78 and 3.6. And the overall service quality is 3.78, which indicates that the tourists are relatively satisfied with the overall service quality, technical quality, physical environmental quality and functional quality, but do not feel so happy with the infrastructure quality. The essay argues that rural tourism enterprises should improve its service quality by setting up reasonable price, providing punctual service, notifying tourists of matters needing attention, enhancing cooperation and outsource, etc. The local government should establish the relevant agencies to help develop the enterprises by setting up labor market, and coordinating the relationship among stakeholders. Tourists could get an understanding of the service quality through the aspects of technical quality, functional quality, environmental quality and infrastructure quality, accordingly to promote the tourism experiences by selecting proper products, arranging reasonable journey and transportation mode, and so on.