Abstract
With the increasing number of ancient cities and towns in China and the fierce competition in the operating environment, managers of scenic spots are aware of the need to maintain high standards of service quality in order to survive. This study uses the SERVQUAL model, modified as the Ancient Town Tourism Service Quality Model, to measure the gap between the perceived and expected service quality of tourists in the context of ancient town scenic areas. The Qingzhou Ancient City Scenic Area is used as a case study because it is rated high among ancient city scenic areas in China. The impact of the dimensions of the model on visitor satisfaction is also investigated.
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