The Influence Mechanism of Service Quality in Ethnic Villages Tourism

Based on the self management theory and two-factors theory, this paper takes ethnic village tourists as the research object, and uses the structural equation modeling to analyze the influence mechanism of perceived service quality on tourists' behavior intention through satisfaction and dissatisfaction. The research shows that: perception factors of service quality influencing behavior intention differ, among which five factors including assurance, empathy, culture study, aesthetic pleasure and pressure release, influence tourists behavior intention significantly, and they are the motivational factors that stimulate behavior intention of tourists; and reliability, response and tangibility, those three factors are not obvious while influencing behavior intention, meanwhile it belongs to necessary hygiene factors of tourists' experience. This research conclusion has important. implications for enhancing the tourists' satisfaction and gain their revisiting.