Definition of Service Quality of Tourist Attractions in Foreign Literature

Service is the basis of service marketing, and service quality is the core of service marketing. Whether it is the manufacturer of tangible products or the service industry, service quality is the magic weapon for enterprises to win in the competition. The connotation of service quality is different from that of tangible product quality. Consumers' evaluation of service quality should not only consider the result of service, but also involve the process of service. The quality of service should be recognized by consumers, and consumer recognition is quality. The constituent elements, formation process, assessment basis and evaluation criteria of service quality are different from tangible products.

Service quality is the sum of the characteristics and characteristics of the service or service industry produced by the product to meet the specified or potential requirements (or demands). Characteristics are concepts used to distinguish different kinds of products or services. For example, tourism has the characteristics of edifying people's temperament and giving people pleasure, while hotels have the characteristics of providing people with rest and sleep. Features are concepts used to distinguish different specifications, grades and tastes in similar services. The most superficial connotation of service quality should include the overall requirements of service safety, applicability, effectiveness and economy.

Expected service quality is the customer's satisfaction with the expected service provided by the service enterprise. Perceived service quality is the actual perceived level of customers to the services provided by service enterprises. If the customer's perception level of service reaches or exceeds its expected level, the customer will get higher satisfaction, so that the service quality of the enterprise is higher, otherwise, the service quality of the enterprise will be considered lower. From this perspective, service quality is the comparison between the service quality expected by customers and their perceived service quality.

Expected service quality is an important premise that affects the overall service quality perceived by customers. If the expected quality is too high and unrealistic, even if the service level they get is objectively high, they will still think that the service quality of the enterprise is low. The expected quality is influenced by four factors: market communication, corporate image, customer reputation and customer demand.

1) Market communication, including advertising, direct mail, public-private relations and promotion activities, is directly controlled by enterprises. The impact of these aspects on the expected service quality is obvious. For example, in advertising activities, some enterprises exaggerate their products and services, which leads to high expectations of customers for quality. However, once customers come into contact with the enterprise, they find that the service quality of the enterprise is not as good as advertised, which greatly reduces the service quality perceived by customers.

2) Corporate image and customer reputation can only be indirectly controlled by enterprises. Although these factors are influenced by many external conditions, they are basically expressed as a function of company performance.

3) Customer demand is an uncontrollable factor for enterprises. Changing customer demand, different consumption habits and preferences determine the great influence of this factor on the expected service quality.