数字技术推动旅游服务模式创新和高质量发展,乡村旅游服务正向着智能化、数字化、移动化等方向变革,深刻影响着游客的服务满意度。文章以重庆市W区为例,基于SERVQUAL服务质量评价模型,选取数字化背景下影响乡村旅游游客满意度评价指标,对指标进行筛选后通过结构方程模型分析评价指标对游客满意度的影响机制,以期为乡村旅游数字化服务建设提供理论参考。Digital technology promotes the innovation and high-quality development of tourism models, and rural tourism services are changing in the direction of intelligence, digitalization, and mobility, which has a profound impact on tourists’ service satisfaction. Taking W District of Chongqing as an example, this paper selects evaluation indicators that affect rural tourism tourist satisfaction in the context of digitalization, based on the SERVQUAL service quality evaluation model. It then analyzes the influence of these indicators on tourist satisfaction using a structural equation model, aiming to provide theoretical references for the construction of digital services in rural tourism according to relevant standards.
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