基于SERVQUAL模型的景区旅游物流服务质量评价与改进

——以三亚南山为例

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Evaluation and Improvement of Tourism Logistics Service Quality in Scenic Areas Based on the SERVQUAL Model -—A Case Study of Nanshan， Sanya

，（， ）SUN Lingyi， CHEN Wanting （Hainan Tropical Ocean University， Sanya 5720o0， China）

关键词：旅游物流；SERVQUAL模型；服务质量；服务差距中图分类号：F259.27 文献标志码：A DOI： 10.13714/j.cnki.1002-3100.2026.04.024

Abstract：Theformationofcore competitivenessintouristatractionsheavilyrelies onthesupportoftourismlogisticssystems in valuetransforatioiecychsitutestudametalattocgiexprieedicealitysel meetinghighqualitydevelopmentdemands.Inrecentyears，tourismlogistics inSanyahas grownrapidly，yetitscorechalengelies in suboptimalterminalserviceexperienceandlowvisitorsatisfaction，showingasignificant gapcomparedtointernationalstandards andurgentlyrequiringupgrades.Thispaperfocuses on NanshanScenic AreainSanya，Hainan，constructingatourismlogisticsservice quality evaluationsystem comprising5dimensionsand 23 indicators.Byapplyingthe "expectation-perception gap"analysis，the SERVQUALscaleisutiledtoasesstourismlgisticsservceqality.Integratingteorsandmethdsfromtourismstudes，loists， andathematicaltatistics，thepaperemploysempiricalresearchtolssuchasreliabilityandvalidityanalysistovalidate theproposed evaluationsystem，esurigitsietiicityandeliability.ubsequentlytesstemisappledtoomprehensielyevaatetouism logisticsservicequalityofNanshanSenicArea，preciselyientifingseicequalitygpsacrosfedmensis： tangibiltyeability responsivenessassurance，and empathy.This enablesscenicareas and management institutions to pinpointservice gaps in key logisticslinkssuchassniceaatialiuanisiiceespsndiforatiosricetielis，tereyoding optimization suggestions for formulating actionable and targeted tourism logistics services.

Key words： tourism logistics; SERVQUAL model; service quality; service gap

0引言

在《“十四五”旅游业发展规划》推动下，我国旅游业正在加速升级，全域旅游、智慧景区与低碳化发展已成为主要趋势。（剩余6700字）