Service Quality and Behavioral Outcomes in Ski Tourism: A SERVQUAL-Based Study of Jilin Province Ski Resorts
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Abstract
Background and Aim: With the rapid expansion of China’s winter tourism industry, understanding the factors that influence skier behavior and customer satisfaction has become increasingly important for improving destination competitiveness and service quality. In particular, ski resorts must provide high-quality service experiences that not only meet visitors’ functional needs but also create emotional and interpersonal value. This study aims to examine the relationship between service quality, behavioral motivation, and customer satisfaction among mass-market skiers in Jilin Province. The research specifically focuses on how different dimensions of service quality influence skiers’ post-visit evaluations, emotional responses, and loyalty intentions. By applying the SERVQUAL framework in the context of winter tourism, the study seeks to provide both theoretical and practical insights into customer behavior in non-Western tourism environments.
Materials and Methods: This study employed a quantitative research design using a structured questionnaire based on the SERVQUAL model. Data were collected from 480 skiers visiting three major ski resorts in Jilin Province, China. The questionnaire measured key dimensions of service quality, including responsiveness, reliability, empathy, assurance, and tangibility, as well as behavioral motivation and customer satisfaction. Responses were analyzed using Structural Equation Modeling (SEM) to evaluate the relationships among the study variables. In addition, bootstrapped mediation analysis with 5,000 resamples and 95% confidence intervals was conducted to test both direct and indirect effects. This analytical approach allowed for a comprehensive examination of how behavioral motivation mediates the relationship between service quality and customer satisfaction.
Results: The findings revealed that responsiveness (β = 0.197, p < 0.001) and reliability (β = 0.158, p < 0.001) were the strongest predictors of both behavioral motivation and customer satisfaction. These results indicate that prompt service delivery, employee attentiveness, and consistent performance significantly enhance skiers’ experiences and overall evaluations of ski resorts. Furthermore, behavioral motivation was found to partially mediate the relationship between service quality and customer satisfaction, with a significant indirect effect (B = 0.307, 95% CI [0.221, 0.398]). The integrated structural model demonstrated a good overall fit and explained a substantial proportion of variance in skier satisfaction. The findings suggest that emotional and motivational responses play an important role in shaping customer perceptions and post-visit behavioral intentions.
Conclusion: This study confirms the critical importance of service quality in influencing skier perceptions, behavioral motivation, and customer satisfaction within China’s winter tourism industry. Ski resorts should prioritize staff responsiveness, reliable service delivery, and emotionally engaging customer experiences to strengthen visitor satisfaction and loyalty. The findings provide empirical support for the application of the SERVQUAL framework in experience-oriented tourism settings and contribute to a deeper understanding of consumer behavior in non-Western contexts. Practically, the study offers valuable recommendations for improving service management and enhancing customer retention strategies in China’s rapidly developing ski tourism sector.
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