Service quality integration – a case study of Qiandao Lake Scenic Spot, China

In the Yangtze River Delta region of China, the Qiandao Lake Scenic Spot stands as a 5A-rated tourist attraction, both nationally and internationally recognized. However, despite its acclaim, the service quality at this destination has not yet reached satisfactory levels, particularly in light of the significant increase in tourists after the COVID-19 pandemic. Furthermore, the existing service quality dimensions fail to adequately address a crucial aspect: cultural integration for enhancing customer satisfaction. Consequently, this study aims to comprehensively explore service quality integration at the Qiandao Lake Scenic Spot. We developed a six-dimensional Service Quality scale, which was then administered to tourists visiting the destination. An Expectation-Performance Analysis revealed that the largest gap between expectations and actual performance lies in the ‘assurance’ dimension, closely followed by ‘tangibility.’ This highlights tourists’ heightened concern for both ‘assurance’ and ‘tangibility’ aspects.