SERVICE QUALITY OF TOURISM INDUSTRY IN GUIZHOU, CHINA

Abstract

Higher service quality of the tourism industry is an important factor to establish a good image and improve the competitive advantage of tourism destinations. In recent years, the tourism industry of China has developed rapidly. As a new popular tourism
destination in Southwest China, 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. 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 questionnaire has been used to collect the data.