农家乐旅游服务质量研究

农家乐在发展过程中。服务质量问题受到了广泛关注，服务质量已成为行业竞争的关键因素．在文献综述的基础上．通过预调查和信效度分析，建构了农家乐旅游服务质量问卷，明确了各服务项目在游客心目中的重视与满意程度．因子分析表明，农家乐游客对服务质量的关注集中在旅游基本设施、旅游景观规划、旅游服务、经营管理和旅游体验5个方面．通过IPA法对游客的重视和满意程度进行分析，找出了农家乐旅游服务项目中的优势、劣势、机会与威胁，并提出了建议。

The Research on Tourism Service Quality of Nongjiale

In the development process of Nongjiale, service quality problem has been widely concerned about and the service quality has become a key factor in industry competition. Based on the literature summary, through the pre-survey and both validity and reliability analysis, this article constructs a questionnaire of tourism service quality in Nongjiale, which makes it clear the importance and satisfaction of various services in the tourists＇ viewpoint. Factorial analysis shows that Nongjiale tourists＇ concentration about service quality is mainly on the five aspects： basic tourism equipment, landscape planning, tourism service, management and personal tourism experience. Through IPA method, the analysis of tourists＇ attention and satisfaction with the service quality, the advantages and disadvantages, opportunities and risks have been found in the services of Nongjiale. Some suggestions have been proposed as well.