Abstract
Service quality plays a crucial role in the success of a tourism destination management, where it acts as a determinant for visitor satisfaction and competitive advantages in the tourism market. This paper is aimed at measuring service quality of the Terra-Cotta Warriors and Horse Pits to find out countermeasures for improving its performance and management objectives. The paper reviews and reflects on research arguments in service quality measurement of a tourist attraction. It identifies the current stance in connection with this field and offers a method based on three estimations of tourists, staff and a third party. The paper then employs AHP to scale the service quality for TCWHPs empirically. It concludes with strategies for achieving high service quality, management goals, customer satisfaction and royalty for this tourist attraction, which may be applicable to other visitor destinations.
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