INFLUENCING OF SERVICE QUALITY ON CONSUMER SATISFACTION: A CASE STUDY OF ZHANGJIAJIE SPORTS TOURISM BRAND

Abstract

As competition in the sports tourism market intensifies, service quality has become a key factor influencing consumer satisfaction. Zhangjiajie City, as a popular sports tourism destination, relies on high service standards to enhance tourists' experiences and encourage repeat visits. This study explores the relationship between service quality and consumer satisfaction in Zhangjiajie’s sports tourism industry. Using both qualitative and quantitative methods, the research surveyed 340 respondents to analyze key influencing factors. The findings indicate that consumer satisfaction is shaped by multiple service quality dimensions, including tangibility, reliability, responsiveness, assurance, and empathy. High-quality services contribute to greater consumer trust, positive experiences, and long-term engagement, ultimately strengthening Zhangjiajie’s position as a leading sports tourism destination. Enhancing service quality can improve tourist satisfaction, encourage positive word-of-mouth promotion, and support the sustainable development of the local sports tourism industry.