The overall goal of service quality is the overall direction of quality management. By improving service quality, we can enhance the soft power of scenic areas; strict quality management, using high-quality services to enhance the core competitiveness of scenic areas, achieve the brand effect of scenic areas, and promote the long-term development of scenic areas.

2. Changes in Service Quality in Scenic Area Assessments

3. Constituent Elements of Scenic Area Service Quality

The constituent elements of service quality consist of hardware quality and software quality, including the quality of service facilities and equipment, the quality of service supplies, the quality of physical products, the quality of the service environment, and the quality of labor activities. The hardware and software quality that constitute the elements of scenic area service quality interact, influence, and complement each other, ultimately manifested through visitor satisfaction.

4. The "Six-Character Guideline" for Scenic Area Service Quality

Attitude: Attitude is the foundation of service quality, the embodiment of employee awareness, and the basis for providing good service.

Details: Details reflect the standardization of service quality and its degree of standardization.

Cultivation: Cultivation highlights the personalization of service, achieving a transformation from personalized to common service characteristics.

5. Three Levels of Service Quality

Three levels of scenic area service quality: extensive, standard, and refined. These three levels represent three different stages and levels of service quality development.

Extensive: Not developed and operated according to A-level scenic area assessment standards; services are rough and of low quality.

Standard: Corresponding facilities are provided according to A-level scenic area standards; service quality meets standards; quality is good.

Refined: Services transition from standard to refined; the service process reflects humanistic characteristics; quality is high.

1. Two Major Indices of High-Quality Scenic Area Services

High Visitor Satisfaction: The visitor satisfaction rate of high-quality service scenic areas should reach over 90%.

Low Visitor Complaint Rate: The effective visitor complaint rate of high-quality service scenic areas should be controlled within one five-thousandth of the number of visitors.

2. Internal Control Indicators for High-Quality Scenic Area Services

100% Coverage of Enterprise Standards (ISO): Enterprise standards (QB+) are certified and become job execution standards, achieving full job coverage.

90% Achievement Rate of Standardized Job Positions: The standardization level of service position processes, terminology, and service actions is excellent.

100% Service Quality Issue Resolution Rate: Service position implementation: service process tracking and inspection, effective service control, and proper handling of quality issues.

3. Four Manifestations of High-Quality Scenic Area Services

One Center: "Serving visitors with sincerity" as the center;

Two Standards: "Standard service actions and visitor terminology";

Three Proactivenesses: "Proactive smiles, proactive greetings, and proactive service";

1. High-quality scenic area services are the result of a high-quality service environment, and the quality of service personnel is a prerequisite for high-quality scenic area services.

2. Scenic area quality management is an important means of improving employee quality and creating a service environment; to a certain extent, without quality management, there would be no high-quality services in scenic areas.

In summary, the service quality of tourist scenic areas is mainly reflected in the value created by the service, and thus the degree of material satisfaction and the corresponding degree of psychological satisfaction experienced by tourists.

The content of tourist scenic area service quality generally includes two aspects: the quality of tangible tourism service products and the quality of intangible tourism service products.

The quality of intangible tourism products is usually created through specific service labor on the basis of tangible products, and is the most essential manifestation of sightseeing service quality. So how should we manage scenic area quality?

1. The Primary Issue to Be Addressed in Quality Management

The primary issue to be addressed in quality management is distinguishing between "cannot do" and "unwilling to do." "Cannot do" means not knowing what to do or what the standard is; "unwilling to do" means that if they wanted to, they could do the job well. The measure is to change the reward and punishment and incentive mechanisms.

2. Establishing a Quality Management Standard System

① Quality Management Process:

Quality management is a dynamic process, with the following path: quality planning → quality standards → quality inspection → quality improvement → quality effect. It is also a process of continuous improvement and perfection.

a. Develop a quality improvement plan based on annual service quality requirements;

b. Develop service quality standards to provide a basis for the implementation of service standards;

c. Improve quality by comparing it with service quality. After quality reaches a certain stage, the standards need to be revised again. This is the process of continuously improving service standards;

d. Improve by checking against quality standards, correcting deviations in the quality implementation process, regularly checking the hardware such as scenic area facilities and equipment, and paying attention to the comprehensiveness of software involving service details;

e. The ultimate goal of quality management is to achieve high-quality service results.

② Establishing a Quality Management System Process

The process of establishing a quality management system is as follows: Develop standards → Quality assessment → Optimize standards → Re-evaluate quality → Service refinement. Establishing a quality management process is a continuous improvement process.

a. Service quality standards are the foundation and basis of quality management. Establishing service standards ensures service quality.

b. Implement quality assessment to achieve overall control of the current service status, focusing on key infrastructure and aspects that affect tourists.

c. Optimizing standards is a continuous process of improvement and refinement, repeatedly conducting re-evaluations of quality status.

d. The ultimate goal of quality management is to achieve refined management of service quality.

e. Refined service quality is supported by the overall improvement of quality literacy and achieved through an overall environment of refined service.

③ Quality Management Standardization Requirements

a. Employee Professionalism: Through quality management, promote employees to speak and act appropriately at the right time, place, and manner, reflecting professional standards in their literacy, behavior, and skills.

b. Continuous Improvement: Continuously improve service status and ensure reasonable supporting service facilities to meet quality standards, promptly correcting deficiencies to meet and exceed standards.

c. Standardized Processes: Service processes represent a state; the standardization of the entire service process must be implemented according to standards.

d. Refined Service: Striving for excellence in service details, making details even finer and more refined to achieve a high-quality service state.

e. Systematic Management: Implement comprehensive control of quality management, encompassing the overall scope and controlling methods, measures, and results to ensure services remain within the management scope.

④ Basic Functions of Quality Management

a. Monitoring Service Processes: The focus of quality management is the service process. Employee service to tourists is mainly reflected in the service process, which is also the basic aspect where tourists experience service quality. The key to quality management is the supervision of the service process.

b. Supervising the Quality System: Comprehensive supervision of quality management, including service language, service behavior, service results, and their impact. Through training, assessment, rewards, and punishments, it emphasizes the construction of service facilities and the creation of a service environment to achieve overall quality standards and promote quality improvement.

c. Monitoring Service Standards: Comparing against job service standards, supervising the implementation of services, correcting deficiencies in serving tourists, ensuring service facilities and equipment meet compliance requirements, and conducting inspections and monitoring records of the implementation standards as a basis for service quality assessment and quality evaluation.

d. Inspecting Service Results: The purpose of quality management is to achieve high-quality service results. The method of following up on service results is to implement tourist satisfaction surveys, combining self-inspections with third-party surveys commissioned by industry departments to understand the true status of service results.

▼ Recommended Key Events in the Tourism Industry Recently

(Click the image above for details)

2024 China (Zhengzhou) Tourism, Leisure and Entertainment Industry Expo

(and China Zhengzhou Amusement Facilities and Equipment Expo)

500+ leading cultural and tourism equipment and creative enterprises help you build and

upgrade new scenarios and experiences in cultural and entertainment tourism!

(Click the image above for details)

To further study and implement General Secretary Xi Jinping's important instructions and directives on tourism work, implement the relevant work arrangements of the National Tourism Development Conference, promote the tourism, leisure, and entertainment industry to uphold the right principles and innovate, improve quality and efficiency, and achieve deep integration, and to support the modernization and high-quality development of the tourism, leisure, and entertainment industry, the China Amusement Machine and Amusement Park Association will hold the 2024 China Tourism, Leisure and Entertainment Industry Development Conference in Zhengzhou from October 23-25!