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| POSITIVISM STUDY ON THE MODEL OF TOURISM SERVICE PERCEPTION AND EVALUATION |
| MA Yao-feng, ZHANG You-yin, LIANG Xue-song |
| College of Tourism and Environment Science, Shaanxi Normal University, Xi'an 710062, China |
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Abstract China tourism industry has got a prodigious achievement since 1978, and the quantity of inbound tourists in China would become the largest tourist destination country in the world in 2020, and then Chinese tourism development will be affected by such tourist flows. Tourism theory research, especially about all-around study of the perception of tourism service is the hard core of tour practice.
There exists a kind of perception relationship between tourists and the destination's tourism service, and this relationship is exists in the whole tour. A good service provide by the destination's enterprise can give the tourists a well perception of tourism service, as a result it will increase the revisit chance, and it might influence the latent tourists to chose this place as their destination indirectly. Moreover, market competitiveness comes from the satisfaction of customers. Success or failure of an enterprise depends on the satisfied of customer. Only the tourism enterprise make feasible standard of service and bring forth new ideas of service and train technical of service strongly can the enterprise increase itself competition in tourism market. By researching the satisfied of customer, the tourism enterprise will able to improve the quality of tourism service, however, the most important thing is how to make a precise evaluation of the satisfaction of customers.
This paper is based on 1005 pieces of survey papers investigated during July 10th-Sep. 28th, and in the light of the Likert Scaling, it has established a model of tourism service perception and appraisal. And taken Xi'an as an example, the foreign tourists' tourism service perception and appraisal were analyzed antithetically in the light of different culture background, different sex and different age. The main problems in the tourism service are given.
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Received: 28 August 2005
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2006, Vol. 21 
