تحقیق در مورد کیفیت خدمات مدیریت مهندسی گردشگری؛ به عنوان مثال در نظر گرفتن سه آبراه یانگ تسه

Service quality management is a major engineering project in the study of tourist destination. Research on service quality engineering management of Tourist Destination is of very forward-looking and importance of realism and innovation. The Yangtze Three Gorges tourism collecting natural beauty, ancient sites and modern engineering miracle has been attracting visitors from all over the world. After the Three Gorges Project has become a must scenic spot for all cruise ships, the Three Gorges tourism is hotter. But more and more service quality issues are exposed. How to improve and guarantee service quality has became the key to promote Three Gorges tourism sustainable development. This paper used questionnaire empirical approach for travelers’ opinions and gave a detailed analysis to how to promote the service quality of the Three Gorges tourism destination.

Tourism Service Quality (TSQ) refers to the perception of tourism services provided by tourist enterprise or tourism management department. It directly affects tourists’ satisfaction and purchase preference, also is the key factor to distinguish between tourism service products and increasing the competitiveness. In 2009 the notice of "Tourism service quality improvement programs" was issued by the national tourism administration, which proposed a comprehensive upgrading of TSQ has been a strategic issue for tourism industry transformation and long-term development. The quality of tourism destination as an important part of TSQ systems has been entrusted the upgrading heavy responsibility in the first place. Because tourism destination as the space carrier of all tourism activities, the promotion of quality can solve local social and environmental issues to some extent, form harmonious tourism environment, and satisfy tourists, thus produce great attraction for tourists, and then produce good economic benefits. The promotion of tourism destination quality can coordinate interests between tourists, traveling enterprise and social long-term development, and eventually promote overall TSQ levels. The Yangtze Three Gorges (YTG) including Qutang, Wu and Xiling Gorge, is from Baidicheng of Fengjie in Chongqing on the west to Nanjinguan of Yichang on the east. It has unique natural scenery and rich humanistic connotation. As the first of 40 outstanding national scenic areas and one of 16 traveling hotlines that national emphasis to support to international market, it has been the hot travel destination at home and abroad. The YTGtourism is hotter. But more and more service quality issues are exposed. How to improve and guarantee quality becomes the key to promote YTG tourism long-term sustainable development. Foreign relevant researches with TSQ and customer satisfaction are more. Major areas have hotels, restaurants, national park, Theme Park, the Cruise Company, casinos, destination and so on (Marit C, Cunderser, et al, 1996)( Ekinci and Riley,1998). Australia scholars Madox R. N early began studying customer satisfaction of tourism destination. But difficulty was bigger, related researches were less (Bai Changhong, 2000). Domestic scholars' study about TSQ and satisfaction assessment was not much. The relevant research was always theoretical explanation and less empirical research, especially referring to the tourism destinations was least (Fu Quansheng, 2005).On specific research contents, whether foreign as well as domestic scholars have focused on the evaluation of the TSQ, and ignored further improving research on the basis of evaluation, so many research results have little actual guiding significance. Based on this, the paper's purpose was to analyze the TSQ problems of YTG tourism destination, and perfect ways by double evaluation including visitors’ perception and upgrading factors of the TSQ on the YTG tourism destination. Finally the paper provided the suggestions for tourism sustainable optimization development.

The previous chapter made an empirical analysis of service quality of YTG tourism, and did the quantitative evaluation about current TSQ of YTG destination from four aspects including: Overall perception analysis of YTG tourism destination services, perception analysis of different groups to YTG tourism services, the importance analysis of tourism destination service quality elements, and the factor analysis of tourist destination ascending elements. Based on the above problems discovered, this chapter would purposefully present a series of countermeasures to improve TSQ of YTGFrom the tourist psychology, tourism subject had strong psychological tendency to the destination choice. Along with the expanding of Chinese tourism market, attention has become a scarce resource, tourists' choices of the tourism destinations tended to regional overall image information, not to disperse product information (Xue Ying, 2001). Although at present government and industry of Hubei, Sichuan both have recognized the importance and urgency of the unified YTG tourism brand, but in practice because interest relations and the multiplicity and complexity of quality management, the situation of vying brand malignant competition and mutually denigratingbrand still exist. Led by the national tourism administration, all circles should further reinforce and perfect coordinated management; confirm vivid and unified tourism destination image, including unified distinct logo, concise and personalized slogan; hold "China Yangtze Three Gorges international tourism festival" and so on , to enhance the linkage influence of the YTG tourism destination image. The network system of YTG tourism destination should be established and perfected in the way of inter-regional cooperation, including establishing settlement integration system, constructing unified information platform of Three Gorges area, etc. The regional tourism destination regions should form linkage cooperation and interactive qualitative inspect. According to the market demand of different groups, diversified developing of tourism products should be pushed, promoting cultural connotation and technological content of YTG tourism product and upgrading of tourism products. According to the importance analysis of the quality elements of TSQ tourism destination, constantly optimizing the tourism product structure was necessary. Also increasing tourism projects and tourism products, preventing the missing of tourism elements (entertainment project), strengthening information feedback of service quality, and establishing a column in tourism service information platform were included.