无锡商业职业技术学院学报

依据游客满意度理论及顾客感知服务质量理论，以安徽省宿州市乡村旅游的服务质量为研究对象，以SERVQUAL量表为基础，设计乡村旅游服务质量量表，运用文献分析法、问卷调查法等探究服务质量对游客满意度的影响。研究结果表明，乡村旅游服务质量6个维度的划分是合理可信的，该量表所包含的6个维度及23个二级指标适合用于研究乡村旅游的服务质量问题；由假设检验结果可知，可靠性、响应性、保证性和文化性对游客满意度有正向影响，有形性与体验性对游客满意度的影响不显著。最后，从加大宣传力度、提高服务水平、重视景区设施建设、加强乡村文化建设等方面给出提升服务质量的建议。

Based on the theory of tourist satisfaction and the theory of customer-perceived service quality, this paper takes the rural tourism service quality of Suzhou in Anhui Province as the research object, designs the rural tourism service quality scale based on the SERVQUAL scale, and uses literature analysis, questionnaire survey and other research methods to explore the impact of service quality on tourist satisfaction. The results show that the division of 6 dimensions of rural tourism service quality is reasonable and credible, and the 6 dimensions and 23 secondary indicators included in this scale are suitable for studying rural tourism service quality. The results of hypothesis testing show that reliability, responsiveness, assurance and culture have a positive impact on tourist satisfaction, while tangible and experiential factors have no significant impact on tourist satisfaction. Finally, strategies to improve service quality are proposed: increasing publicity, improving service quality, attaching importance to scenic facilities construction, and strengthening rural cultural construction.