Purpose/SignificanceThis paper discusses its empirical study of "the relationship between service quality and tourist satisfaction of 4A mountain tourist attractions in Sichuan province" and "differences between individual expectations of such scenic spots and perceived service quality satisfaction". The study aims at providing theoretical reference for 4A mountain scenic spots to improve their service quality, tourist satisfaction and comprehensive competitiveness within tourism so as to push forward the further development of such kind of scenic spots.

Method/ProcessThis paper investigates the representative 4A mountain scenic spots in Sichuan: Mt. Tiantai in Qionglai, Mt. Jiulong in Mianzhu, Mt. Doutuan in Jiangyou, Mt. Jiuhuang in Mianyang, Bifengxia Gorge in Ya'an, and Mt. Siguniang in Aba. By establishing the relationship model between service quality dimensions and tourist satisfaction, it analyzes the survey data by applying the method of combining theory with empirical analysis

Result/Conclusion The conclusion of the research will be finding out the key factors that affect service quality, and the differences between tourists' expectations and the perceived service quality satisfaction.