基于SERVQUAL-IPA模型的乡村民宿服务质量评价与提升路径研究

在生态文明和乡村振兴背景下，乡村民宿蓬勃发展。为提升民宿服务质量，推动民宿经济与生态文明建设协同发展，顺应体验经济发展需求，以广州从化为例，在原SERVQUAL模型基础上增加“体验性”指标，结合IPA分析法，构建SERVQUAL-IPA模型，并基于该模型对乡村民宿服务质量进行评价和定量分析。研究结果表明，省级民宿服务感知高于服务期望，而普通民宿服务感知低于期望值，表明其仍需进一步改进。最后，针对SERVQUAL模型6个维度中需重点改进问题，提出相应对策，为乡村民宿服务质量提升提供有效路径和参考价值。

SERVQUAL-IPA Model Based on Rural Homestay Service Quality Evaluation and Improvement Path Research

Under the background of ecological civilization and rural revitalization, rural homestays are booming. In order to improve the quality of homestay service, promote the coordinated development of homestay economy and ecological civilization construction, and comply with the development demand of experience economy, taking Conghua City of Guangzhou as an example, the SERVQUAl-IPA model was constructed based on the original SERVQUAL model by adding “experience”index and combining IPA analysis method. Based on this model, the service quality of rural homestays is evaluated and quantitatively analyzed. The results show that the service perception of provincial homestays is higher than the service expectation, while the service perception of ordinary homestays is lower than the expectation, indicating that it needs further improvement. Finally, according to the six dimensions of SERVQUAL model, the author puts forward the corresponding countermeasures to provide an effective path and reference value for improving the service quality of rural homestays.