Spatial differentiation of tourism service quality: A case of Shandong Province

Abstract

The methods such as questionnaire, Importance-Performance and spatial analysis were used to study the spatial differentiation of tourism service quality in Shandong province. The result showed that: (1) The overall level of tourism service in western Shandong was lower than that of the other regions. (2)The tourism service was overall good in eastern Shandong. (3)In all the regions of central Shandong, the development levels of tourism service were balanced. Based on the above conclusions, this thesis put forward some corresponding policies, in order to promote the development of Shandong tourism. Firstly, all the regions should learn from each other to ensure each region had coordinated development. Secondly, further enhance the service quality of tour. Thirdly, attach importance to tourism shopping and improve shopping experience. Fourthly, improving the condition of the accommodation and adding entertainment items can improve tourist satisfaction. Finally, the weak areas of tourism must be seized in order to rectify them.