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.
QI Huang-xiong, XIE Qian
. Evaluation study on service quality of rural tourism industry based on BCM model: Empirical investigation of Guzhu village, Huzhou city[J]. GEOGRAPHICAL RESEARCH, 2011
, 30(7)
: 1331
-1340
.
DOI: 10.11821/yj2011070018
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