Research on the Influencing Factors of Cultural and Tourism Service Quality in Huizhou Area

This study investigates the elements that influence the quality of cultural and tourism services in the Huizhou region, seeking to improve the region's tourism competitiveness and revive the growth of the local rural tourism industry based on the background of cultural and tourism integration. This article builds an evaluation index system for the influencing variables of culture and tourism service quality by choosing 20 indicators from three categories: public service quality, cultural service quality, and tourism industry performance. The entropy weight Topsis method is employed to assess the service quality of three districts and five counties in the Huizhou area, which serves as the research object. Research has shown that (1) the number of five-star hotels, the number of A-level scenic spots, and the number of overseas tourists received have a significant weight, and these have become important factors affecting the effective supply of high-quality rural tourism; (2) there is a significant difference in the quality of cultural and tourism services in different areas across the Huizhou region, with Tunxi District and Yi County having the highest level of service quality, while Qimen County and Jixi County have the lowest level; (3) The overall quality of cultural and tourism services in Huizhou region is relatively high, with six districts and counties rated medium or above, accounting for about 75% of the total. Therefore, it is necessary to improve the infrastructure construction, improve the quality of public services, maintain the local and regional culture, accelerate the integration of culture and tourism, and enhance the high-quality development of regional tourism in Huizhou.