The Empirical Research of Tourism Perceived Service Quality

It is helpful to enhance the service quality improvement scientifically and flexibly on the study of the perceived service quality for the tourists. This paper establishes an evaluation system for the tourism service quality and makes a study on the perceived service quality through AHP and grey-fuzzy comprehensive methods. An IPA analysis is discussed. The conclusion holds that tourists care more about the tour quality including guide services, accommodation quality, traffic quality etc., but tourists are not so satisfied with the overall performance. The key factors regarding the improvement of tourism service quality are: the design of tour route, the tourist guide's ability to handle unexpected events, the arrangements for tour time and transportation. This conclusion is of significance to the improvement of tourism service quality.