What are the important indicators reflecting the quality of tourism services?

The quality of tourism service is the sum of the characteristics and characteristics of the services provided by tourism enterprises.

The process of tourism products determines that the quality of tourism service is produced in the behavioral contact and emotional exchange between tourism enterprises and tourists. Tourism service quality includes two parts: result quality and process quality.

1. Result quality

Results Quality is the "income" of tourists after consumption, specifically, it refers to the degree to which the service items, service time, facilities and equipment and environmental atmosphere provided by tourism enterprises meet the needs of tourists. For example, hotel customers get the right to use a room and hotel facilities and equipment within a specified time; The three-day tour of Huangshan will bring visitors a mountaineering experience; Passenger cars of travel agencies will transport tourists from one place to another, which are the results of tourism services, and tourists' satisfaction with the service results forms the quality of the results. Results The quality is related to the "hardware" of tourism enterprises, such as the spaciousness of hotel rooms, the facilities characteristics of tourist attractions and the luxury of station wagons. It all depends on the technical ability of tourism enterprises. Therefore, the result quality is also called technical quality, and tourists' evaluation of technical quality is relatively objective.

2. Process quality

Process quality measures tourists' satisfaction with the process of obtaining service results. The production and consumption of tourism services are synchronous, and the production process of services is the consumption process of tourists. The behavior of service personnel will inevitably affect tourists' perception of service quality. Process quality is not only related to the gfd, service attitude, service procedures, service methods and work efficiency of service personnel, but also influenced by tourists' psychological characteristics, knowledge level and behavior preference. For example, Mr. Zhang, who is walking out of the hotel gate, will be surprised by the doorman's greeting "Mr. Zhang, please go slow"; Tourists feel that in the process of complaint handling, the service attitude is poor, the procedures are cumbersome, time-consuming and laborious; In the same tour group, tourists' evaluation of service quality will interfere with other tourists' perception of service quality, which is related to the process quality of tourists' perception. Process quality is the "software" of tourism enterprises, which explains how tourism enterprises provide services, so tourism process quality is also called functional quality. Different from technical quality, functional quality cannot be measured by objective standards, and tourists usually perceive functional service quality in a subjective way.

As shown in the figure below, the quality of tourism service consists of two parts: technical quality and functional quality. The former means "What services tourists get", while the latter measures "how tourists get services". It should be noted that the image of tourism enterprises is also a factor that tourists pay attention to when evaluating service quality. The image of tourism enterprises is a symbol of reputation and quality, and it is an intangible asset accumulated by enterprises in the long-term operation process. Corporate image is not only the accumulation of past service quality, but also the embodiment of present service quality, and it is also a commitment to future service quality. When people mention Hilton Hotel, Shenzhen Overseas Chinese Town and China Youth Travel Service, they will immediately think of high-quality and distinctive services. The image of tourism enterprises will indirectly affect tourists' evaluation and perception of service quality, and corporate image plays a "filter" role in service quality.