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| EVOLUTION CHARACTERISTICS AND INFLUENCE MECHANISM OF TOURISM SERVICE QUALITY IN CHINA FROM PERCEPTION OF INBOUND TOURISTS |
| HE Qiong-feng, LI Zhong-guang |
| China Tourism Academy, Beijing 100005, China |
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Abstract Tourism service quality from perception of inbound tourists is an important factor affecting inbound tourism scale and measuring the competitiveness of China's international tourism. This study uses historical statistics, questionnaire data and structural equation model to analyze the evolution characteristics and influence mechanism of tourism service quality in China from perception of inbound tourists. The result shows that the tourism industry of China has gradually involved from primary stage of extensive operation to overall upgrade stage during 1990-2012. A trend of sustained promotion existed in the evaluation results of tourism service quality in China from perception of inbound tourists. The evaluation of most of the industries has improved, including accommodation, catering industry, transportation, entertainment, shopping industry, scenic industry, and tourism public service. However, the improvement of tourism service quality in China is relatively slow comparing to the growing demand of inbound tourists, of which the main constraints are the relatively low service quality in transportation, travel agencies and tourism public service. From the perspective of intrinsic influence mechanism, the perceived service quality of inbound tourists is influenced by composite factors including destination image, tourist expectation, perceived quality, perceived value, tourist satisfaction and tourist loyalty. Inbound tourists are more sensitive to the quality of service than domestic tourists, and the most influential factor on inbound tourist satisfaction is industry service and tourism public service. In addition, the destination image also has a significant impact on the perceived quality of inbound tourists, but the tourism price is not the main factor affecting satisfaction and loyalty of inbound tourists.
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Received: 10 June 2013
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2014, Vol. 29 
