Study on Service Quality Measurement of Culture Heritage Travel

Chinese duan-ink stone culture village is a scenic area taking the duan-ink stone craftsmanship, which is national intangible cultural heritage. The travel program in Chinese duan-ink stone culture villages was invested by municipal government of Zhaoqing, Guangdong province in 2004. It is a comprehensive program including the change from the village to a variety of functions such as tourism, shopping, collection and cultural communication. Although the villages rich in cultural and natural scenic resources, currently the program has poor performance, and the service quality problem is the key issue. The service quality measurement in this field based on literature reviews and service quality theory was explored. At first, the Servqual model was adjusted in order to suit the service quality of travel in Chinese duan-ink stone culture village. Secondly, based on the model developed previously, a questionnaire was designed to survey the perception of tourists. Finally, on the basis of the data, an objective evaluation about the satisfaction of tourists and the service quality of travel in Chinese duan-ink stone culture village was given.