SERVICE QUALITY OF TOURISM INDUSTRY IN GUIZHOU, CHINA

Abstract

In recent years, the tourism industry of China has developed rapidly, Guizhou has unique tourism resources. Guizhou needs to improve the service quality of tourism, accelerate the development of modern service industry, in order to ensure the orderly development of tourism without destroying natural resources. However, A lot of research has focused on customer perception or revisit intention rather than tourism satisfaction. Besides, few researches focus on the western travel destinations, especially studies on the tourist satisfaction of western tourism industry are limited in China. The purpose of this study is to explore the main factors which will influence the service quality of the tourism industry in Guizhou, China based on customer satisfaction. Through the literature review of domestic and foreign research on tourism service quality and customer satisfaction, this paper studied the current customer satisfaction and the situation of the tourism industry in Guizhou Province. Based on the basis of the SERVQUAL model, this paper will use the quantitative method to analyze the service quality and customer satisfaction of tourism in Guizhou. The study population involves 404 questionnaires filled by the respondents who have traveled to Guizhou, using convenience sampling method. Reliability was firstly conducted to ensure reliability is supported to proceed for further analysis. Multiple regression analysis was then conducted using SPSS. The research findings are support the hypotheses that customer satisfaction has a significant relationship with accessibility, information, accommodation and tourist attraction. This research has contribution to academia with statistical evidence and it also provide suggestions and data support to the tourism industry in Guizhou.