Evaluation of Service Quality in Shandong Confucian Cultural Tourism Hotels Based on Tourist Perception
DOI:
https://doi.org/10.53797/ujssh.v5i2.13.2026Keywords:
Confucian culture, cultural tourism hotel, service quality, tourist perception, cultural authenticity, structural equation modellingAbstract
This study evaluates service quality in Confucian cultural tourism hotels in Shandong Province from the perspective of tourists. It responds to a practical problem in cultural accommodation: hotels often reproduce Confucian symbols in architecture and decoration, but tourists judge quality through a wider bundle of tangible facilities, ritualised host-guest interaction, authenticity and psychological value. A mixed-method design was used. In the first stage, 11,245 valid online reviews posted between January 2023 and March 2026 on major Chinese online travel platforms were processed through word-frequency analysis, semantic-network interpretation, sentiment analysis and latent Dirichlet allocation topic modelling. In the second stage, 618 valid questionnaires collected from visitors in Qufu and Tai’an were analysed by confirmatory factor analysis and structural equation modelling. The results show that perceived service quality and cultural authenticity both significantly improve tourist satisfaction. Cultural authenticity has a strong positive effect on service personal values, and service personal values further enhance satisfaction. However, service personal values do not directly drive positive word of mouth; their effect is transmitted through satisfaction. The findings extend service-quality evaluation from functional hotel attributes to culturally situated value perception and provide operational implications for Confucian cultural tourism hotels in Shandong.References
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