Measuring Service Quality of Scenic Area Website: A Case of Jiuzhaigou, China

A scenic area website is playing an increasingly important role in tourist decision-making process. On the basis of SERVQUAL scale and by taking the features of scenic area website into account, a fuzzy comprehensive evaluation approach is introduced to evaluate the service quality of the website. The evaluation system comprises five dimensions: usability, effectiveness, responsivity, reliability, as well as empathy. Users of scenic area website identify dimensional indicators using evaluation surveys. Furthermore, the fuzzy comprehensive evaluation model is used to assess the service quality of scenic area website. Data provided by 292 travelers show that the service quality of Jiuzhaigou website stands at medium level. At the end, the importance-performance analysis method is applied to upgrade the service quality of scenic area websites from the above five dimensions: empathy is in key improvement area, usability and responsivity are in continue-to-be-optimized area, reliability is in positively expanding area and effectiveness is in the moderately adjustment area.