Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Awareness of Service Quality in Tourist Destinations on Tourist Satisfaction - To use the Quality of Service of a Guide as a Parameter -

관광지 서비스 품질 의식이 관광객 만족에 미치는 영향 -가이드의 서비스 품질을 매개변수로-

  • Fengjiannan Xu (China International Travel Agency Head Office Co., Ltd.) ;
  • YoungSoo Choi (Dept. Of Management, Sehan University)
  • 서풍건남 (중국 국제여행사) ;
  • 최영수 (세한대학교 경영중국 국제여행사)
  • Received : 2024.09.23
  • Accepted : 2024.10.16
  • Published : 2024.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to explore the influence of service quality perception of scenic spots on tourists' satisfaction, and analyze the intermediary role of tour guide explanation quality in it. Questionnaire survey was conducted among tourists and tour guides in six scenic spots in Qingdao, China. The time is from March 1 to April 1, 2024, a total of 502 questionnaires were distributed, and finally 384 valid questionnaires were screened out, data samples were collected. After that, the reliability and validity of the data were tested, correlation analysis and regression analysis by using statistical software SPSS 26.0. The results show that there is a significant positive correlation between the perception of service quality in scenic spots and tourists satisfaction, and the professionalism, interactivity and environmental facilities of scenic spots directly affect the overall satisfaction of tourists. The quality of tour guide explanation plays an intermediary role, and high-quality explanation can significantly improve the satisfaction of tourists. Therefore, in order to effectively improve tourists satisfaction, scenic spot managers should not only pay attention to and improve infrastructure and service quality, but also pay attention to the training and guidance of tour guides to improve their professional level and service quality.

본 연구는 관광지의 서비스 품질에 대한 인식이 관광객 만족도에 미치는 영향을 살펴보고, 가이드의 서비스품질에 대한 매개효과를 분석하였다. 중국 청도 6개 관광지의 관광객과 가이드를 대상으로 설문조사를 실시하였다. 조사는 2024 년 3월 1일부터 4월 1일까지 총 502 부의 설문지를 확보하였으나, 유효한 설문지 384부를 선별해서 데이터 분석에 활용하였다. 통계분석은 통계 소프트웨어 SPSS 26.0을 사용하여 데이터의 신뢰성과 유효성 검사, 상관분석 및 회귀분석을 실시하였다. 그 결과 관광지의 서비스 품질에 대한 인식과 관광객 만족도 사이에는 상당한 양의 상관관계가 있는 것으로 나타났다. 관광 가이드의 전문성, 상호작용, 환경시설은 관광객의 전반적인 만족도에 직접적인 영향을 미치는 것으로 나타났다. 관광 가이드가 관광지를 설명하는 서비스 품질이 매개효과가 나타났으며, 고품질의 해설은 관광객의 만족도를 크게 높일 수 있었다. 따라서 관광객 만족도를 효과적으로 높이기 위해서는 관광지에 대한 인프라와 서비스의 질을 중시하고 개선해야 할 뿐만 아니라 관광 가이드에 대한 교육을 통하여 전문가적인 수준과 서비스 품질을 높여야 한다.

Keywords

References

  1. John, Y., Feng, J., Xie, S. Y. et al. Study on the influence of tourists' satisfaction on the destination's willingness to revisit-taking Wuhan 5A scenic spot as an example . Journal of Huazhong Normal University: Natural Science Edition, 2022, 56(1):11.
  2. Li, M. H., Zheng, G. Q. Comparative study on official communication image and tourists' perceived image of Tianmu Mountain Scenic Area. Zhejiang Forestry Science and Technology, 2023, 43(4):107-113.
  3. Song, M. Z., Ma, T., Yang, X. et al. Influencing factors of tourist satisfaction in Xinjiang natural scenic spots based on grounded theory and text analysis. Journal of Guilin University of Technology, 2023, 43(4):711-719.
  4. Gong, J. G., Yu, L., Yang, Y. Y. et al. Study on the influencing factors of tourists' satisfaction in wildlife tourist attractions-taking chengdu research base of giant panda as an example. Resources and Environment in Arid Areas, 2023, 37(2):203-208.
  5. Gong, J. G., Yu, L., Yang, Y. Y. et al.Study on the influence of service quality perception of ethnic cultural tourist attractions on tourists' behavioral intentionsthe mediating effect of tourists' satisfaction . Journal of Wuhan University of Commerce, 2022, 36(1):8.
  6. Shi, G. Q., Yang, Y., Zhou, J. P. et al. Improving the tourism service quality of colorful Danxia scenic spot in Zhangye based on SERVQUAL model. Journal of Hexi University, 2023, 39(1):50-59.
  7. Zheng, Z. W., Luo, S. B., Zhang, X. Y. Study on the Evaluation of Interpretation Service Quality of Cultural Heritage Personnel Based on LSTM-IPA Model- Taking the Forbidden City in Beijing as an Example. Tourism Science, 2023, 37(4):129-143.
  8. Yin, Z. F., Qi, C. Analysis of improving the service quality of Longmen Grottoes in Luoyang from the perspective of tourists. Tourism Overview, 2022(8):178-181.
  9. Denstadli, J. M., Jacobsen, J. K. S. The long and winding roads: Perceived quality of scenic tourism routes. Tourism management, 2011, 32(4): 780-789.
  10. Chi, X, Lee, S. K., Ahn, Y. et al. Tourist-perceived quality and loyalty intentions towards rural tourism in China. Sustainability, 2020, 12(9): 3614.
  11. Huang, J. Xing, D. P., Wang W. G.et al. Study on the asymmetric influence of the attribute performance of historical and cultural blocks on tourists' satisfaction-taking Tianjin Fifth Avenue as an example. Resources and Environment in Arid Areas, 2024(1):180-189.
  12. Li, R. Y., Shi, Z. Y. The influence mechanism of tourists' value co-creation behavior on tourism satisfaction-a regulated intermediary model. Resources and Environment in Arid Areas, 2022, 36(8):8.
  13. Jiang, T., Liu, R. Research on the influencing factors of tourists' satisfaction based on expectation difference theory-the moderating effect of religious and cultural attributes. Journal of Northwest Normal University: Natural Science Edition, 2022, 58(6):78-85.
  14. Correia, A., Kozak, M., Ferradeira, J. From tourist motivations to tourist satisfaction. International journal of culture, tourism and hospitality research, 2013, 7(4): 411-424.
  15. Zhao, Z. J., Chen, D., Analysis of the impact of tour guide explanation on the service quality of tourist attractions. Journal of Liaoning Institute of Science and Technology, 2023, 25(3):85-87.
  16. Dawa, Z. M. Discussion on improving the service quality of tour guides from the perspective of personalized tourism. PR World, 2022(17):65-66.
  17. Zillinger, M., Jonasson, M., Adolfsson, P. Guided tours and tourism. Scandinavian Journal of Hospitality and Tourism, 2012, 12(1): 1-7.
  18. Everett, M. C., Barrett, M. S. "Guided tour": a method for deepening the relational quality in narrative research. Qualitative Research Journal, 2012, 12(1): 32-46.
  19. Zhao, Y. L. Development and construction of the service quality perception scale for tourists in ethnic villages. Journal of Sichuan Normal University: Social Science Edition, 2012, 39(4):9.
  20. Kim, J. H., Ritchie, J. R. B. Cross-cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research, 2014, 53(3): 323-335.
  21. Feng, G. Y. Preliminary development and application of the self-efficacy scale for tour guides. Nanjing Normal University, 2006.
  22. Zhang, S. Q., Bao, M. K. Review of foreign theoretical research on perceived service quality. Technical Economy, 2008(09):118-124.
  23. Parasuraman, A., Zeithaml, Valarie, A., Berry, Leonard, L. A. Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing,1985,49(4).
  24. Zhao, Z. J. & Chen, D. (2023) Analysis of the influence of tour guide explanation on the service quality of tourist attractions. Journal of Liaoning Institute of Science and Technology (03),85-87.
  25. Liu, B. P. On the service innovation of tourist attractions Service Economy, 2020 (8): 98-99.
  26. Chang, J. Z. Attach importance to three-dimensional innovation to improve the ability of tour guides to explain. China Tourism News, 2022-06-16.