• Industry Promotion Research
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• v.9 no.4
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• pp.417-427
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• 2024

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.