Quality evaluation of tourism service based on multi-level grey theory ??? A case study of Zhangjiajie city

The tourism service quality plays an important role in determining the competitive dominance of a tourism destination. Correct evaluation of the tourism service quality of a destination could help its tourism administrators make scientific decision in establishing scientific and reasonable service systems, and then promotes the sustainable development of the area. This research established a comprehensive service quality evaluation system of tourism destinations, and evaluated the comprehensive tourism service quality of Zhangjiajie based on the multilevel-grey model. Results showed that the overall evaluation value of the comprehensive tourism service quality of Zhangjiajie is 3.0611, which is classified as a better level, but not the best. Therefore, this research proposed several measures to improve the tourism service qualities of Zhangjiajie, and then to improve its tourism competitiveness. The measures include strengthening the humanized management for the tourism service staff of tourism destinations, enhancing the detail service management, establishing favorable organizational culture, intensifying the internal and external communication, and developing the facility construction etc.