Exploring The Nexus Of Tourists’ Destination Image And Perceived Service Quality In The Context Of Chinese Rural Tourism
Keywords:
destination image, service quality, rural tourism, quantitative-descriptive, Guangxi, ChinaAbstract
This paper is to examine the perceived service quality among visitors and the image of the tourist attraction. Using a Questionnaire Star-rated survey, the researchers gathered online data from 400 respondents. This study employed descriptive research methodologies, along with weighted average and ranking tools. The statistical analysis included both variance and regression analyses. The results indicate that visitors are more pleased about the ecological surroundings linked with the destination image of rural tourism. On the other hand, results reveal that the least satisfaction with traffic conditions and other infrastructure helps foster unfavorable feelings among visitors. The ratings provided by tourists regarding the destination image indicate dissatisfaction. In terms of perceived service quality, tourists express the highest satisfaction with the project activities associated with rural tourism, while their satisfaction is lowest concerning the promptness of service personnel in addressing tourist requests. The ratings provided by tourists regarding perceived service quality are insufficiently high, with responses indicating agreement. Demographic variables reveal no significant difference, whereas a significant relationship exists between the image of rural tourism destinations and the perceived service quality of rural tourists. This study identifies weaknesses and proposes a development plan to preserve rural tourism in Guangxi, China.
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