Research on the Relationship between Service Quality of Scenic Spots, Tourism Experience and Behavior Intention: Based on Taierzhuang Ancient City


Tourist attractions
Service quality
Tourism experience
Behavior intention




As an important carrier and symbol of cultural memory, the ancient city is not only an important place to construct and inherit historical culture, but also the most important cultural tourism destination today. The ancient city of Taierzhuang, known as the “No. 1 Village in the World,” is a famous 5A tourist attraction in China. It combines “canal culture” and “war culture” and has a strong international recognition. This study uses tourists in the historic city of Taierzhuang as the research object, and examines the link between the scenic spot’s service quality, tourists’ tourism experience, and tourists’ behavioral intention. The findings reveal that the scenic site service quality has a significant positive impact on tourist experience and behavioral intention, and that tourist experience has a significant positive impact on tourist behavioral intention. This study proposes various development ideas based on the research findings in order to increase the core competitiveness of the Taierzhuang ancient city scenic spot.


Liu B, 2020, On service innovation of tourist attractions. Doi: 10.19699 / j.carol carroll nki issn2096-0298.2020.16.098.

Ruth N, James H et al., 1991, A Multistage Model of Customers’ Assessments Service Quality and Value. Journal of Consumer Research, (4).

Joseph CJ, Brady MK, et al., 2000, Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, (2), doi:10.1016/S0022-4359(00)00028-2.

Cen C, Zhong Y, 2010, The relationship between ecotourists’ travel motivation, customer participation and behavior intention. Journal of South China University of Technology (Social Science Edition), 04: 6-11. doi:10.19366/j.cnki.1009-055x .2010.04.003.

Li H, Li Q, Jia G, 2009, The influence of tourism shopping experience elements on customer value, satisfaction and purchase intention. Tourism Tribune, 02: 41-45. doi:CNKI:SUN:LYXK.0.2009-02- 014.

Parasuraman A, Zeithaml VA, Berry LL, 1985, A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, (4), doi:10.1177/002224298504900403.

Huang Y, Xin Y, 2017, Research on the Service Quality Improvement Model of Tourist Attractions Based on Kano Model and IPA Analysis-Taking Dunhuang Mogao Grottoes as an example. Journal of Jilin Institute of Business and Technology, (01): 55-61. doi: 10.19520 /j.cnki.issn1674-3288.2017.01.011.

Bu H, Wei M, Lin N, 2018, Research on the service quality of tourist attractions based on the SERVQUAL model—Taking Gulangyu as an example. China Agricultural Resources and Regional Planning, (09): 190-198.

Schmitt BH, 1999, Experiential Marketing: How to Get Customers to Sense. Feel, Think, Act, and Relate to Your Company and Brands. New York: The Freepress.

Shen P, 2012, An Empirical Study on the Impact of Tourism Experience on Tourists’ Behavior Tendency. Journal of Beijing International Studies University, (11): 59-65+29. doi:CNKI:SUN:JDEW.0.2012-11-012.

Liu J, Jing J, 2015, Research on the Influence of Religious Tourism Experience on Tourists’ Behavioral Intentions—The Mediating Effect of Tourists’ Mood. Tourism Science, (03): 36-48. doi:10.16323/j.cnki.lykx.2015.03. 003.

Liu CR, Lin WR, Wang YC, 2012, Relationship between self-congruity and destination loyalty: Differences between first-time and repeat visitors. Journal of Destination Marketing & Management, (1), doi:10.1016/j.jdmm.2012.05.002.

Niu W, 2020, Tourists’ social distance, emotional cohesion and behavioral intentions (Master’s degree thesis, Shandong University).

Lee BK, Lee C, 2002, The Dynamic Nature of Leisure Experience: An Application of Affect Control Theory. Journal of Leisure Research (3)

Davis M, Charles L, Curry MJ, et al., 2003, Challenging Spatial Norms, Routledge, London, 12–30.