Author(s)

Wang Yali

Corresponding Author

Wang Yali

ABSTRACT

Hainan is rich in rural tourism resources, profound local culture and distinctive national characteristics. There is great potential for the development of rural B&B, and favorable policies follow one after another, but there is little evaluation and standardization of rural folk custom service quality. Through online and offline questionnaires, this paper constructs the service quality evaluation index system of Hainan Rural B & B from the six dimensions of tangibility, reliability, responsiveness, assurance, empathy and characteristics with the help of SERVQUAL model, attempts to make a scientific and systematic evaluation of Hainan Rural B & B, analyzes its shortcomings, and puts forward suggestions to improve service facilities Standardize the service process, enhance local characteristics and strengthen humanistic care, strive to improve the service quality of rural B&B in Hainan, improve farmers' income and help rural revitalization.

KEYWORDS

Rural B & B; SERVQUAL model; Service quality evaluation